PF Chang’s Debuts Private Brand Wine

The Private Brand story continues to evolve and grow what once were simply cheap knockoffs of packaged goods at grocery stores is now specialty wines at national restaurants. Scottsdale, Arizona based Asian chain restaurant P.F. Chang’s announced the launch of VINEYARD 518, a new label of handcrafted wines produced exclusively for restaurant guests. Created in partnership with Wattle Creek Winery, a family-owned estate in Mendocino, Calif., the wines are sustainably grown and harvested.

VINEYARD 518 wines are stored in a 10-liter recyclable container that holds more wine than an entire case of bottles. The lighter packaging, approximately half the weight of a traditional case of wine, reduces the carbon footprint during the shipping process, making it a more environmentally conscious product. The box itself is created from post-consumer cardboard, and both the plastic bag insert and box are fully recyclable.

“We developed VINEYARD 518 to reward our guests with a unique, specially created wine,” says Mary Melton, Director of Beverage for P.F. Chang’s. “The name was inspired by Chinese numerology, and the number 518 means ‘I will prosper.’ We want to share that good fortune with our guests and offer them high-quality, eco-friendly wine at a great value.”

The fruit for VINEYARD 518 comes from the Yorkville Highlands appellation in Mendocino, a high altitude, coastal growing region that offers full varietal expression, as well as crisp, refreshing balance. The first two varietals available under the VINEYARD 518 label are a Sauvignon Blanc and a Syrah Blend.

Sauvignon Blanc – White peach and orange blossom with touches of herbal character. Orange and lemon flavors unfold with crisp grassy notes and tight acidity.

Syrah Blend — Rich dark fruit with hints of black pepper and spice. Small amounts of Cabernet Sauvignon and Zinfandel increase the overall complexity of the wine.

“Wattle Creek is excited to work with P.F. Chang’s on this industry-changing project, providing top quality wines in an inexpensive and environmentally friendly package,” says Chris Williams, owner of Wattle Creek Winery.

VINEYARD 518 wines will be offered in a range of serving sizes, including: 1/2 glass ($4.50), glass ($7.50) and 1/2 carafe ($15.50). (Price may vary by location).

P.F. Chang’s China Bistro, Inc.

P.F. Chang’s China Bistro, Inc. owns and operates two restaurant concepts in the Asian niche. P.F. Chang’s China Bistro features a blend of high-quality, Chinese-inspired cuisine and American hospitality in a sophisticated, contemporary bistro setting. Pei Wei Asian Diner offers a modest menu of freshly prepared Asian cuisine in a relaxed, warm environment, offering attentive counter service and take-out flexibility.

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Christopher Durham
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.