You’ll have to trust me (from the following RetailWire comment) that Macy’s is labeling its new private brand wines as “Macy’s” instead of by another name. I’m not impressed with the idea:
I see from the linked article and photos that the wine is indeed labeled “Macy’s,” complete with the red star logo. I was hoping that Macy’s might have developed a private label with the ability to expand some brand equity to other offerings in its “food halls.” But no such luck.
Macy’s wine may make sense in its restaurants, but is there a business here for self-purchase and especially for gift-giving? Can you picture yourself taking a bottle of Macy’s Cabernet as a “thank you” gift to a holiday party? I can’t.