7-Eleven targets millennials with proprietary Italian wine

Sorry Utah, the new wine is only available in California, Oregon, Washington and Florida.

Pinot Gris

Pinot GrisSalute! Forget about the Slurpee. Next time you’re at 7-Eleven, you’ll be able to wash down that Big Bite with some VitAlma, the retailer’s proprietary version of Pinot Grigio. This is fine living!

The wine will sell for $7.99 and was chosen after six Italian vintners went through two rounds of competition. VitAlma won for its “clarity, bouquet, flavor and crispness.”

Sorry Utah, the new wine is only available in California, Oregon, Washington and Florida.

Interestingly it was designed to appeal to millennials. Or, maybe I should clarify, per the statement from 7-Eleven: “legal-aged millennial wine-drinkers” – that’s good. It’s probably best not to target underage drinkers, really.

Also, according to the release:

“Pinot grigio, one of the most popular imported wines in the U.S. and fastest-growing varietals, has been called the “it” wine for the 2011 summer (by American sommelier and chef Jamie Gwen). Its versatile, refreshing taste and easy drinkability has made it popular among entry-level wine-drinkers, particularly millennial women.  With its light body, the Italian pinot grigio can be enjoyed with or without food.”

That may cause heartbreak among you Rose lovers out there. Well, for that I have two words: Trader Joe’s.



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