Private-Label Beers Take a Shot at Earning Joe Sixpack's Respect

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BY DAVID KESMODEL

Anyone care for a Buck Range Light or a Big Flats?

Few beer drinkers have heard that question. But the new brands from retail giants Supervalu Inc. and Walgreen Co. are part of a growing effort by chain stores to make a hit of private-label beer, a category that has proved difficult for retailers.

Supervalu, the third-largest U.S. grocery chain by revenue, began selling Buck Range Light, a low-priced domestic brew, in December. Drugstore chain Walgreens recently began offering Big Flats 1901 for as little as $2.99 a six pack.

The retailers are trying to tempt shoppers with lower-priced alternatives ...

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