7-Eleven Expands Private Label Wine

July 12, 2011

Dallas-based 7-Eleven Inc. introduced VitAlma, the convenience retailer’s first proprietary pinot grigio wine, in its California, Oregon, Washington and Florida stores.

7-Eleven pinot grigio image The imported Italian wine is produced and bottled in the Lombardy region in Northern Italy for 7-Eleven, retails for $7.99 per bottle. VitAlma means “soul of the vine” in Italian.

VitAlma is the first proprietary wine 7-Eleven has sourced from Italy. Its other private-brand wines -- Cherrywood Cellars, Sonoma Crest and Yosemite Road -- are all produced in California.

Like its popularly priced Cherrywood Cellars wines, the retailer created the fresh, crisp white wine to appeal to legal-aged millennial wine drinkers.

“7-Eleven offers great wine values with chardonnays, merlots and cabernets, all priced below $10 per bottle,” said Jesus Delgado-Jenkins, 7-Eleven’s senior vice president of merchandising, marketing and logistics. “Pinot grigio was a niche we needed to fill in our wine assortment, and Italy is recognized as the world’s number-one producer of pinot grigio varietals. Because of its quality and value, we think we have another winner with VitAlma.”

The company invited vintners to submit their juice for tasting. Two rounds of tasting events were held, narrowing from six to three and ultimately the winner. VitAlma was scored on six attributes including clarity, bouquet, flavor and crispness.

The new pinot grigio will be displayed in a special “Summer Wine Makes Me Feel Fine” section at participating stores. The decision to limit introduction to four states was based on wine sales and proximity to ports of entry, 7-Eleven said.

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