Possible Clues:

• Trademark or label of shop that sells it
• Dan Brown novel that's at budget price
• Carrying the label of the store that sells it
• Put away cereal, demoting top variety of produce
• Private Russell's cheaper product
• Admit some alcohol's reduced, as is much supermarket stock?
• Have to burn cheaper goods
• Have to burn supermarket's product
• Have to denounce badged product