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Supervalu continues foray into private-label beer biz

MINNEAPOLIS — In the wake of Walgreens' Big Flats 1901 entry, Supervalu recently introduced its “high quality, low-price” private-label American lager Buck Range Light.

Buck Range Light, which retails for about $5.99 for a 12-pack, will roll out in Supervalu banners nationwide, including Albertsons, Jewel-Osco, Cub Foods and more.

The announcement comes one week on the heels that a similarly value-priced private-label beer — Big Flats 1901 — was launched through Walgreens. In the week following, Walgreens’ new beer was parodied on Comedy Central’s "The Colbert Report."

Other retailers have stepped into the private-label beer game over the past few years, namely Costco, whose Kirkland Signature beer entered the market in December 2008.

“Supervalu’s goal in creating a new private-brand beer is to provide customers a fair, low-price option with the same great taste as leading national brands,” stated Trent McKinster, director of beer for Supervalu. Buck Range Light is Supervalu’s entrée into the value beer category.

The Minnesota supermarket will continue to offer its full-line of private-label premium beers, including RJ King Wingwalker, Metolius, Gouden Haven and San Lucas.

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