C-stores Using Wine To Upgrade Their Image

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7-Eleven, the largest c-store chain in the US, has been beefing up its private label wine offerings recently. And as they add more brands, they're also moving up the pricing ladder.

"As customer preferences shift toward quick and convenient services, we would like to continue to provide our customers with what they want, when and how they want it. In terms of wine, that means providing quality wines at reasonable prices for the increasingly on-the-go customer," says 7-Eleven's senior director of private brands Tim Cogil, per a new report from Convenience Store News.

The c-store chain has been in the private label wine game since 2009 with the launch of Yosemite Road, which sells for about $4 a 750 ml. Then about a year ago, 7-Eleven launched Trojan Horse wine label at an srp of $7 a 750 ml. Then over the summer, the company introduced Voyager Point, which sells for $10 a 750 ml and is designed to appeal to millennials.

The strategy behind Voyager Point is to give consumers "the ability to trade up in quality at an affordable price, allowing them to explore the world one premium vintage at a time" says Tim.

Another way c-stores are attempting to class up the joint, is by offering food and wine pairings. 7-Eleven has plans to introduce wine events down the road, and Pennsylvania-based Rutter's started hosting wine and food pairing events earlier this year, partnering with E&J Gallo and other local wineries.

We expect this trend will spread beyond 7-Eleven as the consumer preference for quick-service and premium products shows no signs of slowing.

Source: Wine & Spirits Daily
November 16, 2018