European supermarkets are overhauling their own-label wine strategies, moving beyond budget staples to compete in the premium segments. Portuguese retailer Pingo Doce, for example, says it has deliberately expanded its own-label wine portfolio in response to changing consumer preferences. For retailers, that shift presents an opportunity to reposition own-label wine beyond value, using regional identity, producer partnerships and clearer merchandising to create stronger points of differentiation. One approach has been to position own-label wine as a source of discovery. As retailers continue to develop premium and exclusive labels, the boundary between branded and own-label wine can become less clear in some markets.