Whole Foods Hawaii Introduces Local Private Brand Beer

Honolulu Magazine published a report today on the local Whole Foods introducing a new Private Brand Beer, according to the story: Troy Terorotua, beer specialist at Whole Foods Kahala, is introducing a signature Private Brand Rogue ale called No Ka Oi IPA. The label includes a picture of Terorotua him throwing a shaka, a traditional Hawaiian hand gesture meaning “hang loose”or to chill, in an aloha shirt (the original design had him in a wife-beater, which Terorotua decided wouldn’t be appropriate in the Whole Foods context). It’s a hyper local Whole Foods Private Brand beer for the Hawaii market; it’s even labeled “Kolohe” (or rogue, in Hawaiian) with Rogue’s signature star in the “o.”

“It’s a fun thing,” Terorotua says. “It wasn’t for glitz and glam. But having my face on it didn’t hurt.”

The new beer retails for $5.99 a six-pack.

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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.