CHEAP WINE & A SUPERMARKET COVER-UP
So, our consumption of home-brand goods is on the rise.
If home brand is so popular, why aren’t supermarkets labelling the wines they produce?
The Sydney Morning Herald reported this week that Australia’s purchase of private-label brands (those owned and produced by supermarkets) is predicted to double in almost 10 years.
My mum used to buy home-brand ice cream and then try and trick us kids by swapping the lid with an old Pauls ice cream container. It didn’t work, but the ploy by supermarkets to aggressively promote their own private labels, stack the most prominent shelves with their product and undercut their competitors on price and position clearly is.
According to a new report by consumer analysts IBISWorld this growing acceptance of home-brand products stems from a new thriftiness in our home budgets and the supermarkets’ increasing range of private-label products.
Both Coles and Woolworths now offer not just the very cheap but also their versions of ‘gourmet’ and ‘organic’ for those customers with a little more fancy private-label palates.
My question is, however, if home-brands are so popular why don’t the supermarkets do this with all their own products?
There are hundreds of wine labels bought and produced by the supermarkets – and more on the way. By next year, private label wine is expected to make up 10 percent of wine sales in Australia.
It’s an achievement made all the more easy by being able to label their product with no identifying features or links to the large corporate owner and retailer of the brand.
Wine is generally perceived as a ‘prestige’ product, steeped in tradition and old-world motifs. It seems, even the supermarkets accept that a giant discount home-brand sticker or label emblazoned with Coles or Woolworths is less likely to entice your average wine consumer.
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