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Marketing Daily reports that The Nielsen Company is out with new research saying that “while private label still represents a small piece of retail wine and spirits volume, its growth rates are considerably outpacing those of national brands ... Private-label/exclusive table wine and spirits brands now represent 3.3% and 4.6% of volume within their respective categories in total U.S. food, drug, convenience and liquor stores, per Nielsen.

“However, sales volume for private-label table wines and spirits grew 29.4% and 7.8%, respectively, off of those small bases during the 52 weeks ending Jan. 9 versus the same year-ago period. Meanwhile, the table wine and spirit categories as a whole saw volume growth of just 1.6% and 0.9%, respectively.”

The report says that while beer has been more resistant to the private brand trend, private label wine has been widely accepted by consumers who often are not even aware that they aren’t buying a national brand, but rather think they are simply buying small or even obscure brands.
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