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The interplay between brands and private labels and its consequences on small and medium wine producers

Author

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  • Jon Heinrich Hanf

    (GeisenheimUniversity, Germany)

Abstract

In the last twenty years the private labels of retailers have gained popularity among German food retail customers. Today over 40% of all food products are retail brands. Whereas retail brands started as rather cheap alternatives, in the last couple of years retailers introduced more and more premium retail brands that were very successful. Hence, differences from traditional producer brands are diminishing. This affects the existent category management strategies. Regarding the German wine market the majority of sales are done in classical food retail stores. At the moment we can observe the first retail branding approaches in this category. But, at the same time, wine brands are not very strong in Germany. Thus, the aim of this viewpoint is a discussion on the consequences of retail branding on the German wine market and, in particular, on wine brands.

Suggested Citation

  • Jon Heinrich Hanf, 2014. "The interplay between brands and private labels and its consequences on small and medium wine producers," Management & Marketing, Economic Publishing House, vol. 9(3), Autumn.
    • Handle: RePEc:eph:journl:v:9:y:2014:i:3:n:7
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    Cited by:

    1. Monica Faraoni & Tommaso Pucci & Samuel Rabino & Lorenzo Zanni, 2017. "Does brand market value affect consumer perception of brand origin in the purchasing process? The case of Tuscan wines," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(1), pages 51-78.

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