Landmark Wholesale’s Prince Consort own-label spirits brand has seen an “exceptional” 31% increase in sales over the past year.

Cash-strapped consumers trading down from brands had boosted sales of the range, which includes whisky, gin, vodka, brandy and rum, claimed Landmark. Prince Consort had consequently jumped from 47th to 43rd in Nielsen’s Spirits Report of the 50 top-selling off-trade spirits brands.

“This is good news considering the difficult trading environment in the last 18 months and is testament to the quality and proposition our own-brand range provides,” said Landmark business development director Chris Doyle. “Customers keep coming back for the great quality and value and retailers love its excellent profit on retail.”

However, Diageo GB managing director Simon Litherland, this week’s guest editor at The Grocer, said Prince Consort was “the exception rather than the rule”.

Own-label sales were generally losing out to big brands, he claimed. “Everyone thought people would trade down to own label in the recession but that has not happened as much as people thought,” he said. “Consumers are still discerning and are looking to choose brands because of their quality.”