7-Eleven Elevates Wine Mix to Attract Upper-Scale Millennials

DALLAS – 7-Eleven Inc. is expanding its wine offering by selling ultra-premium wines for approximately $19.99 per bottle at certain locations, according to a USA Today report.

The new wines, which are available at 700 locations in 16 states, are reportedly part of the convenience store chain's strategy to appeal to more upscale customers, including the crucial Millennial demographic

While 7-Eleven already offers bottles of wine at an average price point of $6, "we have to take care of our more affluent guests, too," said Vice President of Merchandising Alan Beach. During the holidays, 300 stores will offer wines that range in price from $20 to $54.99.

Wines available at select 7-Eleven stores include La Crema Chardonnay, Louis Martini Cabernet Sauvignon, Kim Crawford Sauvignon Blanc and Wild Horse Pinot Noir.

Generational tastes shifting away from beer and toward wine is one major factor behind the move, according to the news report. As wine sales continue to increase, it is becoming a mainstream product purchased on impulse. Wine purchasers also tend to spend more per shopping basket.

7-Eleven's offering of higher-priced wines is likely to expand. "We will see more of our stores adding premium and super-premium wines as demand increases," Beach said. Certain stores that previously carried around a dozen wines will now carry up to 40 varieties, he noted.

The stores offering upscale wines are located in markets such as San Francisco, Newport Beach, Calif., select Chicago suburbs and parts of northern Virginia. They feature in-store displays and target consumers aged 21 to 34 whose annual income is more than $65,000.