just means they put their (supermarket) label on the bottles. Obviously the supermarket chain is NOT the producer of the wines. And does no processing. They just buy up the wines and put the labels on the bottles.


Own brand labels often have a range of quality these days. Hence the different names for ranges "from House to Taste the Difference" See this example:

producer is also mentioned

https://www.sainsburys.co.uk/gol-ui/product/sainsburys-pinot...

--------------------------------------------------
Note added at 35 mins (2022-10-04 11:33:13 GMT)
--------------------------------------------------

and some M&S examples of own brand labels

https://www.marksandspencer.com/l/wine-shop/wine-beer-and-sp...

--------------------------------------------------
Note added at 1 hr (2022-10-04 12:22:59 GMT)
--------------------------------------------------

yes, yes, it's the same thing:
"owned brands"=brands owned (by supermarket) = own brand

--------------------------------------------------
Note added at 2 hrs (2022-10-04 13:38:34 GMT)
--------------------------------------------------

Supermarket chains puts different labels on the brands they own, with thier own logo not necessarily their written large on the bottle, or at all. Look at the examples from M&S I posted

or "Sainsbury's "New Discovert" collection. Taste the difference " etc



--------------------------------------------------
Note added at 2 hrs (2022-10-04 13:47:20 GMT)
--------------------------------------------------

Sorry about typos above (clicked too fast) Here is what I should have posted:

Supermarket chains put different labels on the brands they own, with their own logo not necessarily written large on the bottle, or at all. So not "yellow pack" as such. Look at the examples from M&S I posted

OR "Sainsbury's "New Discovery" collection. "Taste the Difference" etc.

https://www.decanter.com/decanter-best/best-sainsburys-wines...

the difference between an "own brand" and an "owned brand" is that

-- products sold under "own brand" simply use the unchanged name/brand of the retailer (usually some large chain of stores), while

-- "owned brands" hide this connection: the brand on the product does NOT associate openly with the retailer (who in fact owns the brand), so most buyers are mislead into assuming that what they are buying was made by independent suppliers. (independent from the retailer)


as well explained in the reference fund by Emmanuella:


An owned brand is brand of products or services owned by another, larger company or brand and typically available exclusively through them.

-- The concept of an owned brand can be compared to “generic” or “store brand” except that typically owned brands use names and design that don’t have as clear as a connection to the store.

-- For example, Kroger’s grocery stores carry Kroger branded items, but the chains also offer “Simple Truth,” which would be more of an “owned brand” since it doesn’t have a direct reference to Kroger and uses a separate logo design and branding.

--In some cases, stores may keep their connections to owned brands subtle — not wanting shoppers to realize they are actually buying “generic” products.

-- Other stores, such as Target, are more open about their own brands and position them each with a unique value proposition and invest heavily in product design and development.

https://www.mixdexhq.com/logo-design/what-is-an-owned-brand/

--------------------------------------------------
Note added at 9 hrs (2022-10-04 20:09:58 GMT)
--------------------------------------------------

In this ST "owned brands" of wines are not meant as a kind of marketing deception, I think it's more the case that each of these "owned brands" is meant for a different segment of the market.

For example, it would make sense to sell "ordinary everyday wines" and "top quality wines for exceptional occasions" under different brands, no matter that both brands would be owned by the same company.