7-Eleven is adding to its proprietary wine segment with the new Sonoma Crest Cellars, a proprietary brand of premium wine to compliment the existing Thousand Oaks wine brand
Sonoma Crest Cellars is produced by the Sonoma, Calif.-based Popcorn Wine Group and is available in chardonnay, merlot and cabernet sauvignon varieties. 7-Eleven decided on the flavor profiles it wanted to explore and began searching for a winery shortly after.
“With our second venture into proprietary wines, we can offer a broader selection, appeal to consumers who want to move up to a premium brand but with a good price point, and provide great wines for special occasions,” Mark Herron, 7-Eleven category manager for beer and wine. “Our Thousand Oaks brand has gained a loyal following among the under $10 wine consumer. We believe Sonoma Crest will become a favorite of the premium-brand wine customer.”
The new line is going to go head-to-head with other premium wines. The suggested retail price for the line is $9.99.
“Our goal is to offer a convenient shopping experience for the wine consumer,” Herron said. “A typical 7-Eleven store with beer and wine carries 35 to 40 varieties of wine, both domestic and imports.”