Unveiling Stealth Branding

Supermarkets’ Approach to Alcoholic Beverages

In the dynamic landscape of the Australian supermarket sector, the dominance of Coles and Woolworths has long been a subject of discussion. This duopoly’s influence extends far beyond the shelves of everyday grocery items, reaching into realms less immediately apparent to the average consumer. A recent focus has shifted towards the alcohol brands owned by these grocery giants, sparking a conversation about the subtleties of stealth branding.

A dive into the Coles Group’s portfolio, particularly concerning alcoholic beverages, reveals a fascinating strategy of stealth branding. Trademark searches unveil a plethora of brands under the Coles umbrella, boasting names such as Lachlan Ridge, Two Churches, Rock Paper Scissors, St Helena, St Andrews, Cassidy Irish Cream Liqueur, Pensilva Estate, LaTouriste, Oak Lane, Story Bay, Winton Road, and numerous others. These brands, primarily encompassing wine and spirits, present themselves as distinct entities, yet they are directly owned and marketed by the supermarket giant.

Similarly, Woolworths, through its spinoff Endeavor Group, has a considerable portfolio in this sector, including Nature’s Harvest, Tequila 125, Stonyfel, Krondorf, Yarra View, Langhorne Creek Estate, Cockatoo Ridge, Isabel Estate, The Pastoralist, and Cormack Estate. These brands, too, camouflage their corporate lineage, presenting as independent offerings to consumers.

The concept of stealth branding at play here is intricate and intentionally discreet. By distancing these products from their supermarket labels—such as “Coles Everyday” or “Home Brand”—these corporations tap into a consumer desire for diversity and authenticity. This marketing strategy aims to embed these brands into the consumer’s lifestyle and preferences subtly, without the overt commercialization that comes with supermarket-branded products. It raises an important question: Would the consumer perception and purchasing decisions remain the same if these products were overtly branded with the supermarket’s name?

Stealth branding, in this context, is not just about creating a variety of choices for consumers. It is a calculated move to cultivate a sense of discovery and exclusivity around these products. This approach leverages the psychological principle that consumers are often drawn to brands that seem unique or independent, thereby enhancing the perceived value and appeal of these products without directly associating them with the supermarket’s main brand.

This strategy, however, walks a fine line between innovative marketing and the potential for consumer deception. The key issue lies in transparency—how aware are consumers that these brands, which may appear artisanal or independently crafted, are actually owned by supermarket giants? The debate continues as to whether this practice offers genuine value and variety to consumers or whether it cleverly obscures corporate dominance in the market.

As the discussion around stealth branding grows, it invites consumers to look beyond the label, encouraging a more informed and discerning approach to purchasing decisions. In the end, understanding the origins and ownership of brands can empower consumers to support the types of businesses and practices they value most in the marketplace.

The nuances of stealth branding are another example of why it is crucial for businesses to navigate their branding strategies with precision and insight. At Wynnes, we understand the importance of a well-crafted branding approach—one that not only resonates with your target audience but also aligns with your business values and objectives.

Whether you’re looking to refine your existing brand, explore new market opportunities, or ensure your branding is transparent and effective, our team is here to guide you. With expertise in branding, marketing, and intellectual property, Wynnes is committed to ensuring your branding is not just on point, but also delivering the value and impact your business requires.