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.
| Page 1 of 2 | next >> |
9 Responses to this article
-
Jamie Hurt August 1, 2012
Is there going to be an end to the ever increasing monopoly of the two supermarket giants? What will our food and wine manufacturing industry look like in 10 years time? Will there be an alternative between buying Coles or Woolworths?
-
airdre grant August 1, 2012
I work hard to NOT shop at Woolies and Coles. They appear to be ruthless in their single minded pursuit to extinguish another other business. But its hard. They own so much – liquor, petrol, food, and now clothing like Country Road and Witchery. Is there no stopping them in their quest for world domination?
-
Helen August 1, 2012
Bottleshops aside – why can’t we have wine and beer on the supermarket shelves like in New Zealand. Just pop your tipple in the trolley with the groceries. Works in NZ, saves time, Aldis is thinking of doing it here. OK I’ve opened the wasps nest.
-
The Huntress August 1, 2012
I have recently made the decision to NOT purchase (not that I did often, anyway) home branded goods from supermarkets. In the interest of keeping as many variations of a product on the market and ensuring our farmers can actually make a decent dollar from the produce that they grow.
As for wine I steer clear away from the Coles/Woolworths bottle shops and their associated discount liquor stores. I just don’t think their selection is good enough and there are far better wines out there than what they choose to stock. I have 2 fantastic, independant bottle shops near my home, both of which purposely stock wines from local WA regions and smaller growers. I will always buy from them as I want to support my local, independant shops, the local vinyards and drink great wine. It’s a win/win.
-
Rhoda August 1, 2012
After a holiday in the Margaret River I have formed a fond attachment to brands and know their worth. Would love to see wine on shelves in supermarkets – would give me a reason to go in. I avoid them like the plague they are. Hate what they are doing to the food chain. Hate what they sell – it’s muck.
-
Mrs Walker August 2, 2012
You can get great wine at Farmer’s Markets and independent wine stores (not many left though)………..
-
Sar August 6, 2012
we buy our wine by the dozen direct from wineries we really like. that way we know we aren’t giving any of our money to the big middle man and we’re supporting good australian produce. we get excellent bottles of wine for a lot less than they would cost on the shelf at the shops. we live in the outback so we order from south australia and it’s as local as it can be.
