DALLAS – A $19.99 bottle of wine might seem out of place at a store that’s known for its cold beer and inexpensive fountain drinks, but 7-Eleven is banking that customers will purchase the upscale wines, USA Today reports. The ultra-premium wines are available at 700 locations in 16 states.

The change is part of an overall plan to bring in the affluent shoppers, especially Millennials, that the retailer sees as very important to future growth. In September, 7-Eleven started offering better-for-you snacks, such as organic trail mix. While the retailer might be known more for the under-$5 per bottle wines, “we have to take care of our more affluent guests, too,” said Alan Beach, vice president of merchandising for the chain.

During the upcoming holidays, 7-Eleven will stock a $54.99 bottle of Stag’s Leap wine in around 300 stores. Currently, the average cost for a bottle of wine sold at the chain is around $6.

Driving the increased focus on wine is the shift of the younger generations from beer to wine. Wine sales have shot up in the United States for nearly two straight decades, with wine consumption advancing 21% between 2001 and 2011, according to the Beverage Information Group.

Read more about wine in convenience stores in “Start Wine-ing” in the September 2013 issue of NACS Magazine. Look for how the wine category is doing in next month’s NACS Magazine.