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7-Eleven Debuts Two New Wines

The convenience retail chain’s private brand wines now have chardonnay and pinot grigio in its portfolio.
October 20, 2017

IRVING, Texas – 7‑Eleven Inc. has expanded its selection of private brand wines with the launch of two white wines: chardonnay and pinot grigio. The convenience retailer created the Trojan Horse brand for this new line of quality wines.

“With Trojan Horse, 7‑Eleven customers can enjoy higher quality chardonnay and pinot grigio wines at an affordable price,” said Dennis Phelps, 7‑Eleven vice president of vault, in a press release. “We believe these will be a hit with wine-loving millennial, and customers can still enjoy our Yosemite Road branded wines, which make up four of the top 10 selling wines at 7‑Eleven.”

At a suggested retail price of $6.99, the wines can be found chilled in the vault, at ambient temperature on store shelves or both. The Trojan Horse wines come with a Stelvin closure, a type of screw top that is easy to open and preserves freshness.

The two whites are the first 7‑Eleven private brand wines to carry vintage dating and California appellations, designating that all the grapes were grown in California and harvested the same year. 

“To create the flavor profile we wanted, the Trojan Horse wines were custom developed with grapes from different California valleys,” said Tim Cogil, 7‑Eleven director of private brands. “We benchmarked both the chardonnay and pinot grigio against some of the most popular brands, and in taste tests, they came out on top. As with all our private brand products, our goal is to exceed quality expectations when compared to national brands while offering a great value.”

First introduced in 2009, Yosemite Road-branded wines were four of the top 10-selling wines at 7‑Eleven stores in 2016. Five Yosemite Road brands are available: chardonnay, pinot grigio, moscato, pink moscato and cabernet sauvignon.