7-Eleven Teams With TWG On Own-Label Yosemite Road

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Dan Marsteller
Posted: November 13, 2009

Convenience chain 7-Eleven is branching into the value wine category with its own label, Yosemite Road, featuring Chardonnay and Cabernet Sauvignon varietals, both from California. Produced by value segment stalwart The Wine Group (marketers of Franzia and Almaden among others), Yosemite Road is retailing for $4 per 750ml in most of the U.S., and $5 in Florida due to state taxes.

The new label, precipitated by double-digit sales growth in recent months for value wines at 7-Eleven—which does around $46 million in U.S. wine sales annually—is currently a limited-edition product. 7-Eleven entered the U.S.’s proprietary wine market in 2005 with the release of the sub-$10 Thousand Oaks brand, and followed in 2007 with a trade-up proposition, Sonoma Crest, selling for $10.