Walgreens Launches Private Brand Beer

Source: http://signalwriter.blogspot.com

This past June Illinois based drugstore chain Walgreens announced that it would reintroduce a limited beer and wine selection in about 3,100 of its roughly 7,500 stores. The drugstore has plans to stock the alcohol in about 5,000 stores by the end of 2010.

Wine began appear on Walgreens shelves not long after the announcement. And just after the beginning of the year beer began to make an appearance in store.

The new Private Brand “Big Flats 1901 Lager” is produced by the Genesee Brewing Company in New York, famous for its Cream Ale. The premium American lager occupies a price position at shelf that is less than premium with a six-pack recently on sale for $2.99.

According to the beer blog Doing Beer Justice:

The beer pours a light, pale golden in color, with a quarter-inch of foamy head that dissipates rather quickly.  It is amply carbonated.  The aroma is fairly light, sweet, a bit of malt grain, and a slight hint of green apple.  The taste was better than expected.  It does drink very light, but has some malt, cornbread, and a touch of hop bitterness.  Many beers of this “caliber” have metallic, sour, heavy green apple or other off tastes and aromas.  This is a solid cheap American adjunct lager.  I would take it over most beers of its price range.

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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.