Retailers’ own labels overtaking branded wines

It’s a “scary” time for wine brands as supermarkets’ own versions are leaving them out in the cold, say experts. Suppliers and branding experts are warning that brands have to change their approach and offer a point of difference in order to appeal to retailers, reports Harpers Wine & Spirit. Nick Bauer, co-director of Free Run wines said: “The is the scary bit – some of the supermarkets have created soft brands that look like they are ‘proper brands’ with heritage and a big story behind them, when they have in fact manufactured it.”