Private label beverages are more innovative and attracting more consumers

Archer Farms Sarsaparilla soda, Vixen energy drink and Braidenwood Estates merlot — from soft drinks to energy drinks to wines, private label beverages are making inroads through innovation. Imitation generics or staid store brands no longer, new private label beverages are, in some cases, out-foxing competitors. Due to improvement in quality and the rising popularity of retailers such as Trader Joe’s, which dedicates stores solely to its own branded merchandise, private label beverages are going public.
“Private Label from a Consumer Perspective,” a study by the Hartman Group, Bellevue, Wash., revealed that consumers increasingly are buying private label products, especially at Wal-Mart and Kroger. In fact, the study’s Top 10 included five Wal-Mart and Sam’s Club private label brands: Great Value, Equate, Sam’s Choice, Wal-Mart and Member’s Mark. Also making the list were brands by Target, Albertsons and Safeway.