This same practice applies to any store that has their own label: Target, Walmart, Costco.
I heart Gray Goose. However, I don't heart how much it costs.
Imagine my delight when I discovered that Costco's Kirkland Signature Vodka is bottled by Gray Goose (and confirmed by many sources). 1.5 liters for $30 when 1 liter of GG is $50. I bought a Costco membership just so I could buy the Kirkland Vodka.
Now, I can provide my house visitors with good vodka beverages without it breaking Heather's checking account.
I still heart GG, but that bottle is not for general consumption.