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Slightly bemused by the idea that a customer can't read a label and spot the difference between 'Thatchers' and 'Taurus'. There aren't many people in my experience who simply rush along the shelves picking up the first item that calls itself whatever variety of alcohol they want (beer/lager/cider/gin/etc.) regardless of price. The whole point of 'own brand' products is that they're generally cheaper than the premium alternative and don't taste awful.