What is the process called when bulk bourbon is bottled under the purchaser's brand name?

The process of bottling bulk bourbon under the purchaser's brand name is referred to as Private Labeling. This practice involves a company purchasing bourbon from a distillery and then branding, labeling, and marketing it as their own product.

Private Label products allow retailers or businesses to provide a unique offering that differentiates them in the marketplace while leveraging the expertise and production capabilities of established distilleries. This practice is common across various consumer goods and allows for greater control over branding and pricing strategies.

In contrast, repackaging typically refers to changing the packaging of an existing product without any modification to the product itself, which doesn’t capture the essence of what private labeling entails. Branding refers more broadly to the overall marketing and identity of a product rather than the specific act of labeling bulk bourbon as one's own. White labeling, while similar, usually denotes a situation where one brand produces a product for another to market under their label, often without revealing who the manufacturer is, which can differ slightly from private labeling in how the relationship is structured.

Understanding these distinctions is vital for comprehending the business dynamics within the spirits industry and how products like bourbon reach consumers.