Duck Dynasty stars Willie and Korie Robertson and principals of the sprawling Trinchero Family Estates winery toasted their new joint wine label Tuesday at a launch party in St. Helena.

The Duck Commander Wines label is “a great opportunity to join with a tremendous success story – the Robertson family,” said Roger Trinchero, the winery’s chief executive officer, at the party with about 75 staff and family members, local distributors and guests.

Roger Trinchero said while the business aspect of the new label was attractive, it was the chemistry between the two families that was compelling for him.

“They come from the same sort of background that we did – plus they are really great people,” Roger Trinchero said.

Willie and Korie Robertson and principals of the sprawling Trinchero Family Estates winery toasted their new joint wine label at a launch party in St. Helena

“We share the same values,” he added.

“Not to mention that the brand itself has tremendous potential.”

The Duck Commander by Robertson Family Wines feature a Red Blend, a Chardonnay and a Pink Moscato.

The wines, which sell at a mid-range price point of around $10 per bottle, are currently available at Wal-Mart, and will be at stores nationally by January.

Bob Torkelson, Trinchero’s COO, said a representative from the Robertson clan approached him about the possibility of producing their wine label.

He said the Trinchero family was “thrilled” to be associated with the project – both for business reasons and because they resonated with the Robertsons. The two families shared a private dinner Monday night at the Trinchero estate north of St. Helena.

“To be associated with the most popular reality TV show ever, plus to be with a great family group, really makes it a win-win for us,” Bob Torkelson said.