Seven & i To Sell Private Brand Bordeaux Worldwide

The Japanese based parent company of 7-Eleven Seven & i Holdings has developed a Private Brand wine produced in Bordeaux, France to be sold worldwide. The company has received French certification for both red and white Bordeaux wines under French wine laws. The wine will be sold under the Seven Premium Private Brand in more than 13,000 retail outlets, including Ito-Yokado, Seven-Eleven and Sogo & Seibu stores.

The wine will be released in Japan on Oct. 6, costing 798 yen for a 750ml bottle, 20-30% less than typical Bordeaux wine. It will then be rolled out in China and other parts of Asia. To keep shipping costs down, the wine will be shipped in special containers rather than bottled locally. Seven & i is targeting sales of 2 million units a year in Japan alone.



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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.