7-Eleven Wine is the Toast of Private Brand.

Yosemite RoadSeven & I Holdings Co began selling on Wednesday two Private Brand wines from California. A Chardonnay and Cabernet Sauvignon will be sold at the more than 15,000 stores worldwide, including 12,300 Seven-Eleven Japan convenience stores and close to 2,000 7-Eleven stores in the US.

The Wine Group will produce the wines exclusively for Seven & I. Experienced, award-winning wine-makers John Willumson and Jim McDonald were called upon to create the new wines.

The new Private Brand wine will be called ‘‘Yosemite Road’’. This is the first of some 10 Private Brand products, which Seven & I plans to introduce by the end of 2010 as part of its global merchandizing strategy.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.