Beer, Beer, Beer 50¢ a Can at Supervalu

Following Walgreens lead on cheap beer with its introduction of Big Flats 1901 Minneapolis based retailer Supervalu introduced its new Private Brand beer, Buck Range Light.

Eden Prairie-based Supervalu said Tuesday that it recently launched Buck Range Light, a new Private Brand beer—which costs about $6 for 12 cans, similar in price to well-known rivals Busch Light and Keystone Light.

“Supervalu’s goal in creating a new private brand beer is to provide customers a fair, low-price option with the same great taste as leading national brands,” Trent McKinster, Supervalu’s director of beer, said in a statement.

The new beer will be sold at a variety of Supervalu retail locations, including Cub Foods, Albertsons, Jewel-Osco, and Farm Fresh. The company said that it will look at expanding Buck Range Light’s distribution into additional markets in the future.

Supervalu already offers a full line of better private brands, including craft beers RJ King Wingwalker and Metolius and import beers Gouden Haven and San Lucas.

Supervalu is also supporting the new Private brand with a standalone single page website – buckrange.com.



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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.