Winery Exchange Opens London Office

Regular readers may recall that the last few months have been an exciting time for Private Brand wine, beer and spirits. Walgreen and the Winery Exchange the developer of Private Brands for retailers around the world including: Supervalu, Kroger, Costco, 7-Eleven, Delhaize Group, Tesco, Fresh & Easy, Cost Plus, H-E-B, Sainsbury and Coles made headlines with the launch of value priced Big Flats 1901 beer. The company also recently broke news of its purchase of the Echelon wine brand from Diageo. Purchasing an established wine brand began a new era for Winery Exchange, introducing its National Brand Division.

Winery Exchange expands international presence with a new London office. Established in January 2011, it will serve as the hub of Winery Exchange business in Europe. The international office will provide improved customer service and strengthen its business in the UK market, as well as explore opportunities in other European markets.

“We are excited about the UK market and the opportunities it presents for our business model,” said Dan Irving International Managing Director. “The combination of our global sourcing and strong branding capabilities across multiple categories enables us to quickly respond to product trends while maintaining the cost competitiveness and high levels of customer service that this market demands.”

Concurrent with the launch of the International office, Winery Exchange also announces the employment of two seasoned sales personnel dedicated to the UK market. Mike Bentley and Rufus Weston (both previously with Fosters and Enotria) have joined Winery Exchange as Directors to run the commercial team. Their professionalism and extensive experience in the industry give Winery Exchange the edge in this competitive arena.

Winery Exchange has a proven track record of success in the UK. In 2006, the company launched the Ogio wine brand in partnership with Tesco UK. Since then, Ogio has shown tremendous success. The Ogio brand boasts annual case sales of more than 1.5 million and added six new varietals in the last year. Additionally, the Frenchhouse wine brand has proven to be a shining star for Winery Exchange in the UK, successfully selling at retailer Coop.



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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.