FORTUNE — Amid the shelves captivation basic brands like Coors and Miller Lite, Walgreens shoppers now accept accession best in the beer aisle: Big Flats 1901. Big brewers are abaft best of the options in the chain’s coolers, but not this one. In the latest amplification to its abundance brands, which already accommodate sunscreen and vitamins, Big Flats 1901 is Walgreens’ private-label beer.
Walgreen Co.’s (WAG, Fortune 500) move into the private-label beer amplitude signals a growing accepting of store-brand appurtenances by U.S. consumers — an accepting that’s alone gotten stronger with the bread-and-er downturn. “In abounding categories clandestine characterization absolutely put a cavity in manufacturers and brought added advantage to retailers,” says Benj Steinman of Beer Marketer’s Insights.
But while clandestine characterization appurtenances in accepted accept fabricated appropriate into consumers’ cabinets, clandestine characterization beer has been conspicuously bootless in demography a block abroad from civic brands.
Big Flats 1901 is aing the ranks of added clandestine characterization beers already on the bazaar — such as Kroger’s Tap Room 21, Caguama, and Hollande 1620, and 7-Eleven’s Game Day — but brands like these accomplish up alone a tiny atom of the industry as a whole.
Data from Nielsen provided by the Clandestine Characterization Manufacturers Association begin that during the 52 weeks catastrophe
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