7-Eleven Launches Line of Canned Wines

Roamer brand intended for on-the-go wine drinkers, company says
Photograph courtesy of 7-Eleven Inc.

IRVING, Texas — Jumping on the growing trend of wine in cans, 7-Eleven Inc. is rolling out its first canned wine, called Roamer. Intended for on-the-go wine drinkers, Roamer is available in chardonnay and rose varieties.

"The name, Roamer, reflects how we think people will enjoy this new wine, while they're out and attending concerts, picnics or spending a day at the beach," said Tim Cogil, 7-Eleven senior director of private brands. "For wine lovers, bringing along their favorite beverage requires bringing a bottle, corkscrew and glasses. Now, Roamer wine can share the ice chest with canned beer and soda with no additional wine paraphernalia needed."

The Roamer Syrah-based rose is a dry, fruit-driven wine with hints of strawberry and raspberry, while the Roamer chardonnay has an oak influence, with bright tropical and citrus fruits that add to its bright acidity, according to the retailer.

"It's another way 7-Eleven is offering convenience to its customers," Cogil said.

Growth of canned wines in the United States recently surpassed any other type of alternative wine packaging. While glass bottles still hold the vast majority of wine sales, canned wine sales surged 43% from June 2017 to June 2018, totaling a $45 million business, according to data from Nielsen, New York.

Roamer joins 7-Eleven's popular Yosemite Road wine, which celebrates its 10th anniversary in 2019. In 2005, when Yosemite Road was introduced, it was the first international launch of a wine brand, simultaneously hitting shelves in the United States and Japan, the retailer said.

In 2017, 7-Eleven added the Trojan Horse Chardonnay and Pinot Grigio wines to the company's wine portfolio. The two varietals were the first to carry vintage dating and California appellations, designating that all grapes were grown in California and harvested the same year.

Earlier this year, the Irving, Texas-based convenience-store retailer entered the premium wine market with an affordably priced option, Voyager Point. 7-Eleven said the Voyager Point premium Cabernet Sauvignon, Red Blend and Sauvignon Blanc wines are from notable growing regions known for their winemaking traditions: California and Marlborough, New Zealand.

Based in Irving, Texas, 7-Eleven Inc. operates, franchises and/or licenses more than 67,000 stores in 17 countries, including 11,800 in North America. It ranked No. 1 on CSP's 2018 Top 202 list of the largest c-store chains in the United States.

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