Voyager Point varietals include Cabernet Sauvignon and Red Blend from California and Sauvignon Blanc from the Marlborough region of New Zealand.
Suggested retail price for a 750 ml bottle is $9.99. The Sauvignon Blanc can be found chilled, while the Cabernet and Red Blend are held ambient on store shelves.
The wines were benchmarked against the top-selling premium wines in each varietal. In testing, customers preferred Voyager Point over the higher-priced national brands.
“More and more wine-drinkers are willing to pay a few extra dollars to move up to higher quality, higher price point wines,” said Tim Cogil, 7-Eleven senior director of private brands. “We need to have options for our wine-drinking customers when they decide to trade up – one that is better quality than the top national brands and at a better price.”
Priced between $9 and $12, the premium wines category is the top trending price segment in the industry, with red wines specifically growing in popularity. IRI data through April has Cabernet and Red Blend varietals up 6 and 9 percent, respectively, in dollar sales growth over prior years.
Voyager Point wine bottles come with an easy-to-open Stelvin closure, a type of screw top that preserves freshness.
Voyager Point joins value-priced and long-time customer favorite Yosemite Road and the more recently introduced Trojan Horse 7-Eleven wines. The retailer has set a goal to build its wine selection horizontally, offering quality wines across all price segments. As the newest addition in 7-Eleven’s expanding wine portfolio, Voyager Point fills a gap for a premium-priced option.