(9) - Walgreen Supervalu Selling Private-Label Beers...

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See a sample reprint in PDF format. Order a reprint of this article now BUSINESS FEBRUARY 8, 2011 Dow Jones Reprints: This copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers, use the Order Reprints tool at the bottom of any article or visit www.djreprints.com Private-Label Beers Take a Shot at Earning Joe Sixpack's Respect More photos and interactive graphics By DAVID KESMODEL Anyone care for a Buck Range Light or a Big Flats? Few beer drinkers have heard that question. But the new brands from retail giants Supervalu Inc. and Walgreen Co. are part of a growing effort by chain stores to make a hit of private-label beer, a category that has proved difficult for retailers. Supervalu, the third-largest U.S. grocery chain by revenue, began selling Buck Range Light, a low-priced domestic brew, in December. Drugstore chain Walgreens recently began offering Big Flats 1901 for as little as $2.99 a six pack. The retailers are trying to tempt shoppers with lower-priced alternatives to domestic mass-market brews such as MillerCoors LLC's Keystone Light. The effort comes amid declining sales volumes for the beer industry, which has been hurt by stubbornly high unemployment. But going head-to-head against heavily advertised brands will be a tall order. Other retailers, including 7-Eleven Inc. and Costco Wholesale Corp., have introduced house-branded brews in recent years, with mixed success. Part of the attraction for retailers is that sales of other store- branded goods—from soap to pasta—have been robust. Revenue for private-label products rose 2% last year in food, drug and
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