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7-Eleven Adds New Brand, Products To Private Label Wine Selection


Last updated on October 20th, 2017 at 08:44 am

7-Eleven Inc. is expanding its selection of private brand wines with the launch of two white wines—chardonnay and pinot grigio. The convenience retailer has created the Trojan Horse brand for this new line.

Trojan Horse Chardonnay is described as having “delicate aromas of ripe pear and stone fruit with balanced oak notes of vanilla; luscious fruit flavors are complemented with subtle hints of caramel and toasted oak.”

Trojan Horse Pinot Grigio is “bursting with bright citrus and green apple aromas, with the citrus fruit flavor leading to a crisp and clean finish.”

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, 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.”

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

Both new wines can be found chilled in the vault, at ambient temperature on store shelves or both. Trojan Horse wines come with a Stelvin closure, a type of screw top that is easy to open and preserves freshness, says the company. SRP for a 750 ml. bottle is $6.99.

Based in Irving, Texas, 7‑Eleven operates, franchises or licenses more than 63,000 stores in 18 countries, including 10,900 in North America.

More 7-Eleven news:

7-Eleven Expands Prepared Meals Program With 15 New Recipes

7-Eleven Offering Limited-Time Zero Franchise Fee

7-Eleven Named Stars Of Energy Efficiency Award Winner

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