Private Brand Leads Lidl to “2018 Beer Supermarket of the Year”

German discount grocer Lidl has once again gotten recognition for its beer program. This time the New York International Beer Competition has named Lidl its “2018 Beer Supermarket of the Year.”

Lidl won 11 medals for its private brand beers, competing against more than 600 submissions from around the globe and beating out beers from popular national brands. Lidl’s Belgian Style Tripel Bronzen Schild won a Double Gold medal in the annual International Beer Competition. Its Brewer’s Storehouse No. 3 was named Amber Ale Beer of the Year.

Lidl also won five silver medals and three bronze medals, including honors for its American Style Pale Ale, Brewer’s Storehouse No.7 Pale and, in the Experimental Beer category, for its The Ginger Grizzly Alcoholic Ginger Soda.

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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.