IDEAS home Printed from
   My bibliography  Save this article

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


  • Jon Heinrich Hanf

    (GeisenheimUniversity, Germany)


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

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Victor DANCIU, 2013. "The contribution of sustainable marketing to sustainable development," Management & Marketing, Economic Publishing House, vol. 8(2), Summer.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. repec:fan:mcmcmc:v:html10.3280/mc2017-001004 is not listed on IDEAS


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:9:y:2014:i:3:n:7. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.