The newest 7-Eleven private brand wine – Voyager Point – lets wine-lovers trade up in quality at an affordable price, while exploring the world one premium vintage at a time. Voyager Point varietals include Cabernet Sauvignon and Red Blend from California and Sauvignon Blanc from the Marlborough region of New Zealand.

Suggested retail price for a 750 ml bottle is $9.99. The Sauvignon Blanc can be found chilled, while the Cabernet and Red Blend are held ambient on store shelves.

The wines were benchmarked against the top-selling premium wines in each varietal. In testing, customers preferred Voyager Point over the higher-priced national brands.

“More and more wine-drinkers are willing to pay a few extra dollars to move up to higher quality, higher price point wines,” said Tim Cogil, 7-Eleven senior director of private brands. “We need to have options for our wine-drinking customers when they decide to trade up – one that is better quality than the top national brands and at a better price.”

Priced between $9 and $12, the premium wines category is the top trending price segment in the industry, with red wines specifically growing in popularity. IRI data through April has Cabernet and Red Blend varietals up 6 and 9 percent, respectively, in dollar sales growth over prior years.

The new Voyager Point premium wines are from notable growing regions known for their winemaking traditions. The three varietals’ taste profiles are described as:

Cabernet Sauvignon is a bold and expressive wine cultivated in the idyllic sun-soaked vineyards of California. It has vibrant notes of ripe, dark fruits such as blackberries, plums and cherries.

Red Blend has a smooth, balanced flavor profile with rich, complex tones of dark cherries, chocolate and vanilla. This combination of Merlot, Zinfandel and Petite Sirah hails from west coast locales for an authentic Californian wine-drinking experience.

Sauvignon Blanc is a crisp white wine from Marlborough, New Zealand, in the South Pacific. With tantalizing aromas of citrus zest, this refreshing wine has vibrant notes of Key limes and Meyer lemons.

The bold, modern bottle label was designed to appeal to millennial wine-drinkers. The Voyager Point wine bottles come with an easy-to-open Stelvin closure, a type of screw top that preserves freshness.

Voyager Point joins value-priced and long-time customer favorite Yosemite Road and the more recently introduced Trojan Horse 7-Eleven wines. The retailer has set a goal to build its wine selection horizontally, offering quality wines across all price segments.  As the newest addition in 7-Eleven’s expanding wine portfolio, Voyager Point fills a gap for a premium-priced option.

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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.