Fresh & Easy Expands Private Label Wine Offering

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March 15, 2011

Fresh & Easy Neighborhood Markets introduced 27 new store brand wines for under $20 each, the company announced on its blog.

“All our new wines are made from grapes grown in vineyards throughout California’s premium wine growing regions, starting in Napa Valley and Sonoma through Monterey, down to Santa Barbara, wrote Stephanie Patryla. There are three to four varieties of wines under seven new labels, including WineWrights Pinot Noir and PCH Cabernet, named after the California highway that runs up the coast and through wine country. Prices range from $3.99 to $19.99.

“Our wine expert, Richard Wherry, has been working hard alongside our winery partners to bring you this great new [California] range,” Patryla wrote. “One of the local wine producers, Terravant Wine Company in the Santa Ynez Valley, helped create the Cloud Valley, Barrel Ranch and Open Field wines.”

SBD Views: Question: How does a small regional chain make such a huge commitment to store brands wine? Answer: When your parent company, Tesco, is one of the world’s largest and most sophisticated store brands retailers. We frankly remain surprised that Fresh & Easy does not get more attention. Their innovative format and model continues to expand and their store brands penetration is the highest of any Tesco banners. -- John Failla for Store Brands Decisions

Read These Related Articles:

• Fresh & Easy Wins 39 Awards for Private Label and Exclusive Wines
• 7-Eleven Expands it Private Label Wine Offering
• 7-Eleven Expands Private Label Wine
• United Supermarkets Expands Private Label Wine
• Fresh & Easy Expands Private Label Wine Selection

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