DALLAS – In 1998, 7-Eleven expanded its wine selection to include premium-quality wines, and introduced an exclusive French import a year later. Today, 7-Eleven unveils Sonoma Crest Cellars, a proprietary premium-class wine, to complement its already popular proprietary Thousand Oaks wine, which first appeared in 2005.

Wines fall roughly into categories by price: popular (under $7 per bottle), premium ($8-$12) super-premium ($12-$15) and ultra-premium (over $25). With Americans buying and drinking more wine, they appear to be trading up or purchasing more bottles in the premium categories, according to the Wine Institute. The greatest growth in this beverage segment has been among wines in the $10-$15 range.

“With our second venture into proprietary wines, we can offer a broader selection, appeal to consumers who want to move up to a premium brand but with a good price point, and provide great wines for special occasions,” Mark Herron, 7-Eleven category manager for beer and wine, said in a press release. “Our Thousand Oaks brand has gained a loyal following among the under-$10 wine consumer. We believe Sonoma Crest will become a favorite of the premium-brand wine customer.

“Also, the large wineries build their advertising and marketing budgets into the cost of the wine, and the price reflects that,” Herron added. “Because 7-Eleven doesn’t have those expenses, the entire value is in the bottle. It’s a better quality and a better value.”

7-Eleven has seen double-digit sales increases because of expanding its selection. “Our goal is to offer a convenient shopping experience for the wine consumer,” Herron said. “Americans not only are enjoying wine more, they’re enjoying higher quality wines. We know that 7-Eleven customers are looking for convenience first and foremost, then quality and value. Sonoma Crest offers a premium quality wine at an unbeatable value. I think we’ll see the same success in this segment as we did with Thousand Oaks.”