7-Eleven Releases Its First World Wine Store Brand

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November 10, 2009

In its first foray into global merchandising, 7-Eleven Inc. in the U.S. and Seven-Eleven Japan jointly introduced two proprietary wines – a Chardonnay and a Cabernet Sauvignon – under the Yosemite Road label.

The California wines are produced by The Wine Group exclusively for 7-Eleven stores and its parent company, Seven & i Holdings Co. Ltd. of Tokyo.

Other subsidiaries of Seven & I, including Ito-Yokado supermarkets and hypermarkets, York Benimaru supermarkets in northern Japan, Shell Garden upscale grocery stores, Denny’s family restaurants, Seibu and Sogo department stores, are participating in the new product launch, according to a company statement.

Seven & i, operator of 15,000 retail stores with $57.6 billion in corporate sales, has annual wines sales of $127 million, of which 7-Eleven Inc. contributes $46 million. Value-priced wines, those under $5, have grown in popularity and enjoyed double-digit sales growth at 7-Eleven stores.

“The development and production of Yosemite Road wines was a global team effort and is just the beginning,” said Kevin Elliott, 7-Eleven senior vice president of merchandising and logistics. “By using our collective purchasing power to negotiate product exclusivity and pricing, we can meet customer demand for quality and value, as well as differentiate our brand from the competition.”

Suggested retail price for a standard 750-milliliter bottle of wine is $3.99 in the U.S. ($4.99 in Florida because of state taxes) and 598 yen in Japan.

The wine’s were crafted by The Wine Group’s award-winning wine-makers John Willumson and Jim McDonald. Yosemite Road is currently a limited-edition wine that will be available while supplies last.

7 Eleven Inc. operates, franchises or licenses approximately 7,850 7-Eleven stores in North America. Globally, there are 36,600 7-Eleven stores in 15 countries.

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