Sauvignon and Slurpees? 7-Eleven launches in-house brand of wine

On Wednesday, 7-Eleven (SVNDY) released its first in-house brand. This market segment, which has generally been dominated by grocery store brands like Walmart's (WMT) "President's Choice" or Whole Foods' (WFMI) "365 Everyday Value" lines, tends to focus on simple foods with mass appeal foods. However, for its first offering, 7-Eleven decided to raise the bar: It's going for wine.

The chain's new line, Yosemite Roads, will open with two basic offerings: a "fresh and zesty" chardonnay "with notes of apricot, peach and honey," and a "full-bodied cabernet sauvignon with juicy plum overtones." The 750-milliliter bottles will retail for approximately $3.99 apiece, and will be available in most of the company's 15,000 convenience stores, as well as Denny's restaurants, Shell Garden grocery stores, and several retail outlets in Japan.