Aeon Launches Private Brand Beer

Japanese grocer Aeon Co. said Tuesday it will launch Private Brand beer priced at 158 ($2.05) yen per 350-milliliter can in early August, making it one of the cheapest beers in the Japanese market.

Aeon will sell the new product, TopValu Barreal Lager Beer, at its 3,700 retail outlets with an annual sales target of 100 million cans. The beer is brewed only with malt and German hops. The value-priced beer will compete with products from major Japanese brewers where consumers continue to be price conscious.

Aeon said its pricing is made possible by outsourcing the manufacturing of the beer to a South Korean brewer and using Aeon group‘s distribution networks.

The company last year began selling a beer-like alcoholic beverage priced at 88 yen($1.14) per 350-mm can and has since posted sales of 160 million cans.



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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.