> Want a fridge? Good luck in market research.

If paralysed by consumer choice I would lean on Which?[0] magazine which is run by the Consumers' Association charity. Perhaps there is something similar in your geography.

> In my student time. There was a shop where we bought "Beer", "Cognac" or "Vodka", with corresponding simple labels.

This reminds me of the grocery store in the film Repo Man[1] which had a few digs at consumerism. I prefer to know where my alcohol is from & who made it but I pass no judgement.

[0]https://en.wikipedia.org/wiki/Which%3F [1]https://en.wikipedia.org/wiki/Repo_Man_(film)