Woolworths Launches 100 Private Brand Liquors in 6 Months

Australian grocer Woolworths‘ Private Brands are now the second largest supplier of its liquor category with liquor sales for the first half of 2011-12 increasing to $3.6 billion. They launched 100 new own brand product extensions during the period including alcoholic ginger beer, flavored ciders, rum and premium bourbon.

Woolies said Private Brand volume through supplier Gage Roads had grown by more than 70% over the period, and its first Private Brand wines produced by Dorrien Estate are now available.

“We are in the process of transitioning our own brand bottling to our own facilities,” the retailer added.

Woolworths said its liquor business experienced another half of strong growth across all brands, particularly Dan Murphy’s and BWS, “gaining further market share despite increased competitor activity around the Christmas period and sell price deflation”.



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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.