7-Eleven Expands it Private Label Wine Offering

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November 30, 2010

Dallas-based 7-Eleven Inc. is targeting millennials with its new Cherrywood Cellars private label wine, available in three varietals -- chardonnay, cabernet sauvignon and merlot.

Priced between $7.99 and $8.99 per bottle, Cherrywood Cellars is one of several proprietary wine brands the convenience store chain has introduced recently. Last November 7-Eleven rolled out Yosemite Road Chardonnay and Cabernet Sauvignon, which rose to No. 1 and 2 in sales, ahead of the leading branded reds and whites from well-known wineries, the company said in a statement. It also sells premium Sonoma Crest and Thousand Oaks proprietary wines.

“We are targeting millennials because they like convenience and want to [try] new products, especially if we offer them a quality product at a great price,” said Jesus Delgado-Jenkins, 7-Eleven senior vice president of merchandising and logistics.

Cherrywood Cellars pricing and quality falls between Yosemite Road, the company’s first globally sourced product and priced at an entry-level $3.99 per bottle, and Sonoma Crest, “a premium wine comparable to a $15 bottle, but value-priced at $9.99,” the company said.

Cherrywood Cellars’ labels, with simple relief-style, wood-stamp artwork, were designed specifically to appeal to millennials.

Wine marketers have primarily focused on the big-spending baby-boomer generation, according to Wine Business Monthly magazine. The latest to come of legal age, millennials already drink more wine than their older Gen X siblings and have played a significant role in the growing popularity of wine-drinking in the U.S., the Wine Market Council reported in a recent study.

However, millennial consumers may watch their spending more closely than both Gen Xers and baby-boomers because of the recent economic downturn and current high unemployment rate.

Read These Related Articles:

• Sainsbury's and Co-Op Store Branded Wines Win Awards
• 7-Eleven Releases Its First World Wine Store Brand
• Convenience Stores Uncork the Potential of Store Brand Wine
• Walmart Exports Its Private Label Wine to Japan
• Sam's Club Adds New Spanish Wine to its Store Brand Line Up

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