Fresh & Easy Expands Private Brand Wines

As customers shift into the summer wine drinking season, Fresh & Easy Neighborhood Market is expanding its wine range with new refreshing offerings that emphasize fruit-forward profiles.

Fresh & Easy is also currently offering a limited edition “Side by Side” Bravery Red Blend and Chardonnay in stores through Memorial Day. A dollar from each “Side by Side” wine sold will be donated to Azalea Charities’ “Aid for Wounded Warriors” program, which helps U.S. soldiers who have been wounded or injured in Afghanistan and Iraq. “Side by Side” Bravery Red Blend and Chardonnay retail for $5.99 a bottle.

“We’re happy to be offering our customers the chance to give back this Memorial Day by simply enjoying a nice bottle of wine,” said Richard Wherry, Fresh & Easy Wine and Beer Manager. “Last year, we were able to raise more than $31,000 through sales of our ‘Side by Side’ wines to help U.S. soldiers who need it. We hope to raise even more this year for the ‘Aid for Wounded Warriors’ program, which is a great charity we’re proud to support.”

Fresh & Easy has expanded its popular Big Kahuna and I Love CA wine ranges. New to the Big Kahuna family are Sangria, Sweet White and Crisp White. The Sangria is a balance of strawberry and blood orange and comes in a plastic 1.5 liter bottle for under $6. The company added two new I Love CA wine varietals to its shelves, a Sauvignon Blanc and a Red Blend, both retailing for under $5 a bottle. The I Love CA wines are also now being offered in easy to pour and store boxes that each hold four bottles worth, which is a first for the company.

Fresh & Easy also just launched its Green Thumb Red and White, the company’s first exclusive wines made with organically grown grapes. The summer trend of enjoying fruit-forward wines can be seen on shelves with the Charonge, a Chardonnay with natural orange infused flavors, Tradewinds Pineapple & Coconut wines, and Villeroy Sparking Raspberry and Peach wines.

More than 100 of the 300 wines offered at Fresh & Easy are exclusive to the company. These exclusive wines have earned Fresh & Easy over 400 medals and accolades from acclaimed International Wine Competitions.

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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.