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7-Eleven Introduces Two PL Wines

November 4, 2009
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Dallas-based 7-Eleven Inc. said it is introducing two proprietary wines, a Chardonnay and a Cabernet Sauvignon, under the Yosemite Road brand. The introduction of these two California wines - produced by The Wine Group exclusively for 7-Eleven stores - is the culmination of a collaborative global merchandising effort between 7-Eleven in the United States and Seven-Eleven Japan.

“The development and production of Yosemite Road wines was a global team effort, and is just the beginning,” said Kevin Elliott, 7-Eleven senior vice president of merchandising and logistics. “By using our collective purchasing power to negotiate product exclusivity and pricing, we can meet customer demand for quality and value, as well as differentiate our brand from the competition.”

7-Eleven also held its first-ever Private Label Summit in Dallas last week, according to the National Association of Convenience Stores. The two-day event offered a forum where the company’s private label suppliers could meet with category merchandisers and product directors.

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