eli5, how do “store brands” work?
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Other comments have covered the basics, but to expand: a place like Total Wine puts their house labels at eye level, and most everything else above and below (when they can). Tito’s, literally the #1 selling spirit in the US, is placed on the bottom shelf. They will mimic labels of popular brands as well. I had to merchandise those stores during Covid, and if a customer asks for, say, Don Julio (random example), they will try to talk you into their house brand version. Their floor reps are incentivized to sell them. About a quarter of the products at Total Wine are in-house brands, FYI.
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