7-11's Game Day Beer, Duane Reade's New York Spring Water are just two of the private brand beverages competing against brand names. Private-Label-Foods.com reports that Game Day Beer was named for the natural affinity between beer and sports and will be promoted as a great-tasting premium lager beer at a below-premium price. Game Day is sold in Lite and (higher-alcohol-content) Ice varieties in both 12- and 24-ounce cans. It retails for $6.99 to $8.99 for a 12-pack, and $1.49 and $1.89 per can. In New York, retailer Duane Reade has positioned and designed its product offerings specifically for the New York shopper. With the help of a strategic branding company, Duane Reade has carried through their brand positioning of “New York Living Made Easy” to their private label line of products with iconic New York style.
The next time you're at a convenience store, will you try the retailer's private brand beverage offerings? If you do, you won't be the only one. During the recession, more customers chose private brand and preliminary research shows that they'll continue to purchase private brand goods.
Learn more about private brands at The Private Brand Movement event this September 27-29, 2010 in Chicago. The 2010 event provides the forum your industry is seeking to discuss, debate and explore ways brands are managed and delivered at retail. An unprecedented 30+ corporate retail and national brand leaders take the stage to share back stories, real stories and best practices in brand strategy, design, packaging innovation and new product development.