Consumers have little love for own-label beer, wine and spirits

29 September, 2014

Retailers must add credibility to own-label alcohol by improving quality and value as it enjoys the least consumer love of any category in FMCG, according to research firm Datamonitor Consumer.

Just a third of shoppers find private-label booze a good alternative to brands, which leaves it lagging far behind the likes of food, soft drinks and cleaning products.  

Datamonitor analyst Sara Grady said: “While recent moves by key retail players can be expected to change the low acceptance of private label alcoholic drinks, there is clearly a deep-rooted disparity between acceptance of private label alcohol and willingness to actually pick up the bottle.”

But she added: “Retailers are starting to encourage the purchase decision, catching up with other highly-evolved private-label sectors by side-stepping the image issue.

“The ill-defined craft trend is, for example, certainly giving mileage in beer and cider across the globe as retailers launch authentic-looking products that consumers presume to be craft beers, not private labels.”

Grady believes less confident drinkers will help boost private-label alcohol sales as they enjoy the confidence gained from buying something from a retailer they trust.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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