7-Eleven Introduces "Middle-Tier" Wines -- For the Kids
Thanksgiving celebrants who are still fretting about which wine to serve with their turkey feasts will no doubt be pleased to know 7-Eleven's put three new private-label varietals on its shelves.
The convenience store chain this week introduced Cherrywood Cellars Chardonnay, Merlot and Cabernet Sauvignon. All three wines are priced around $8.
"We wanted to fill in the middle tier," explains Margaret Chabris, spokesperson for 7-Eleven, which already sells wine lines situated at the $4 and $10 price points.
Chabris says the wines and their labels were developed to appeal to members of the millennial generation -- or at least those who are old enough to drink legally. The Pew Research Center describes Americans born between 1975 and 1999 as self-expressive, upbeat and receptive to new ideas (such as wine shopping at 7-Eleven, perhaps.) But Chabris says the generational characteristic that most inspired her company was frugality.
"They're looking for value, and maybe a label that's not so traditional," Chabris says. "I'm no millennial, but I tried all three wines, and they're very good. I would bring them to a dinner party."
If she did, her hosts wouldn't necessarily know where she'd purchased her gift: The words 7-Eleven don't appear anywhere on the Cherrywood Cellars labels.
"I can't answer why it doesn't have the 7-Eleven logo," Chabris says. "I don't think it needs one."
Get the Dining Newsletter
The week's top local food news and events, plus interviews with chefs and restaurant owners, dining tips, and a peek at our print review.