Fresh & Easy Launches 27 New Private Brand Wines

Fresh & Easy Neighborhood Market has introduced 27 new Prviate Brand California wines to its award winning wine selection. The new wines are sourced from some of the finest vineyards in California’s premium wine growing regions, including Napa Valley, Sonoma, Monterey and Santa Barbara. The new wines are broken into seven new lines and are all affordably priced, retailing from $3.99 to $19.99.

“We set out to make premium wines at exceptional prices from several top-quality vineyards here in California,” said Richard Wherry, Fresh & Easy’s wine expert. “Each wine tells its own story, and we specially selected winemakers who share our passion for capturing all that we love about great California wines into every bottle we sell.”

Fresh & Easy partnered with Terravant Wine Company in Santa Barbara County’s Santa Ynez Valley to create three of the new lines of wine: Cloud Valley, Barrel Ranch and Open Field. Fresh & Easy has also created a special set of tasting notes for customers:

Fresh & Easy’s new California wine lines include:

I Heart CA
A simple line of unpretentious and affordable California wines, retailing for less than $4:

  • I Heart CA Pinot Grigio
  • I Heart CA Chardonnay
  • I Heart CA Cabernet Sauvignon
  • I Heart CA Merlot

A cheeky line of wines that is perfect to enjoy during the summer, retailing for less than $4:

  • Wink “Racy Rose” White Zinfandel
  • Wink “Moonstruck” Moscato
  • Wink “Wanton White” Cuvee
  • Wink “Risque Red” Sweet Red Cuvee

Retailing for less than $9, PCH is an accessible line of everyday wines named for the famous highway that winds through the wine regions along California’s coast:

  • Pacific Coast Highway Merlot
  • Pacific Coast Highway Cabernet Sauvignon
  • Pacific Coast Highway Chardonnay
  • Pacific Coast Highway Pinot Grigio

Cloud Valley
A line of fruit-forward wines crafted using winemaker-selected grapes from the cool California coastal regions, retailing for less than $9:

  • Cloud Valley Chardonnay
  • Cloud Valley Pinot Noir
  • Cloud Valley Merlot
  • Cloud Valley Cabernet Sauvignon

A limited-edition line of specially selected wines and crafted by our own wine makers, retailing for less than $11:

  • WineWrights Merlot
  • WineWrights Cabernet Sauvignon
  • WineWrights Chardonnay
  • WineWrights Pinot Noir

Barrel Ranch
A line of more complex, refined wines crafted from select higher-pedigree grapes in the finest wine regions California has to offer, retailing for less than $15:

  • Barrel Ranch Chardonnay
  • Barrel Ranch Pinot Noir
  • Barrel Ranch Merlot
  • Barrel Ranch Cabernet Sauvignon

Open Field
This portfolio of signature wines focuses on the renowned wine growing region of Santa Barbara County, retailing for less than $20:

  • Open Field Chardonnay
  • Open Field Pinot Noir
  • Open Field Pinot Gris

About 80 of the more than 170 wines offered at Fresh & Easy are exclusive, with the majority of these retailing for less than $10. Fresh & Easy exclusive wines have won more than 130 medals from competitions such as the San Francisco International Wine Competition 2009, Critics Challenge International Wine Competition 2009, Winemaker’s Challenge 2010, and the San Diego International Wine Competition 2010.

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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.