7-Eleven Targets Millenials With Private Brand Vino

For legal-age millennials wanting to upgrade their wine selection without breaking the bank, 7-Eleven, is adding Cherrywood Cellars to its best-selling line-up of Private Brand wines. The mid-tier-priced wine ($7.99 – $8.99 per bottle) is available in three varietals – chardonnay, cabernet sauvignon and merlot.

The cost for a bottle of Cherrywood Cellars wine 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.

7-Eleven has had great success with its ventures into the proprietary wine business. Within months after being introduced, Yosemite Road Chardonnay and Cabernet Sauvignon wines rose to No. 1 and 2 in sales at 7-Eleven, ahead of the leading branded reds and whites from well-known wineries. Likewise, 7-Eleven’s Sonoma Crest and Thousand Oaks proprietary wines also land among the company’s top-sellers.

Millennial-aged consumers, also called echo boomers or Generation Y, were born between 1975 and 1999. Estimates are that they will soon outnumber once-dominant baby-boomers. According to Wine Business Monthly magazine, wine marketers have primarily focused on the big-spending baby-boomer generation. 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 X’ers and baby-boomers because of the recent economic downturn and resulting high unemployment rate. Gen Y members appreciate quality; however, they are seeking the best value for their dollar.

“We are targeting millennials because they like convenience and want to 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 was created to compete with the best-selling varietal wines, produced under both domestic and import labels. Even Cherrywood Cellars’ labels, with simple relief-style, wood-stamp artwork, were designed to appeal to these younger consumers.

Wines are categorized by price, and Cherrywood Cellars would be ranked among the popular-premium or mid-tier category of wines that sell for $7 to $10.

Previous articleSarah Jessica Parker B&N Private Brand Diva
Next articleTesco’s Smokin’ Tex Mex Private Brand
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.