Walmart Forces the Fizz!

colaSo it seems almost impossible to write a blog and avoid writing about Walmart on a daily basis, but this story is all over the net. Walmart has ended its exclusive relationship with Cott Beverage for its Private Brand. According to the Forbes Magazine: under a new agreement, Wal-Mart has the right to reduce the supply provided by Cott by a third over the next three years. So potentially Wal-Mart could shut Cott out by January 2012.

This is an interesting twist on an evolving Private Brand story from Walmart. They had announced earlier in the year that they would be reducing their commitments to Cott, but not to the extent that this most recent announcement indicates.

This news combined with the recent Great Value redesign and the hiring of classically trained CPG professionals over the last year can only point toward forthcoming Private Brand excitement from Walmart.

Perhaps Walmart is looking for innovation and differentiation instead of just the same product in a different bottle with a new label.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.