Fifty2, The MPB Project: Walmart – Lucky Duck

Fifty2 - Walmart-Lucky Duck front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Fifty2 The MPB Project LogoPrivate Brand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

In 2010, Bentonville, Arkansas based retail giant Walmart was entrenched in the rollout of the ill-fated redesign of their largest grocery private label, Great Value. Unbeknownst to most industry watchers or customers, they also quietly rolled out a new Private Brand. Lucky Duck wisely targeted a younger demographic looking for a lifestyle experience rather than mere cost savings.

Lucky Duck was born with the playful name and design focused on conveying a fun, approachable personality that would appeal to millennial consumers who were usually intimidated by wine.  They were looking for an easy to drink, affordable wine, which was also easy to shop. Lucky Duck provided a basic education and enabled the confident purchase of wine varietals.

The clean design highlights the wacky, irreverent duck and showcases the brand’s international varietal range. Each expression and posture of the duck hints at the SKU’s origin. Culturally specific ducks grace the Argentinian Malbec, Chilean Cabernet Sauvignon and Sauvignon Blanc, and Australian Chardonnnay.

In 2010, the new brand caught the eye of My Private Brand and the packaging design site the DIELINE, and ultimately won awards from numerous design competitions including the 2010 Print Magazine Regional Design Annual and GD USA’s 2010 American Graphic Design Awards.

Brands come in all shapes and sizes and Lucky Duck is one brand that Walmart got right. With a Walmart-friendly price of less than $4, the wine’s not bad either.

Brand: Lucky Duck
Brand Focus:
Bentonville, Arkansas
2011 USA Retail Sales:
2011 Stores: 4,423

To submit a brand for consideration please email

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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.