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Convenience store Seven Eleven announced on the 3rd that it will exclusively showcase famous overseas wines by leveraging its global network. Models are introducing the wine "Trojan Horse (TROJAN HORSE) 3 types," which embodies the myth of the Trojan Horse symbolizing victory.

[Asia Economy Reporter Yuri Kim] Convenience store 7-Eleven is exclusively introducing famous overseas wines by leveraging its global network.

7-Eleven announced on the 3rd that it has launched three types of wine called "Trojan Horse," which embodies the myth of the Trojan Horse symbolizing victory.

This product is a direct sourcing item utilizing the global 7-Eleven network. The "Trojan Horse" series is sold at 7-Eleven stores in the United States and has been recognized locally for its price and quality competitiveness by ranking in the top 7 wines for three consecutive years. It is produced by the largest winery in the U.S., E&J Gallo, and is also recommended by sommelier Song Ki-beom, the winner of the 2019 National Sommelier Championship.

The newly released products include three types: "Trojan Horse Cabernet Sauvignon," "Trojan Horse Pinot Grigio," and "Trojan Horse Chardonnay," which are being launched for the first time in Asia at 7-Eleven Korea. These products feature screw caps instead of corks for easy and convenient opening. The selling price is 12,900 KRW.

"Trojan Horse Cabernet Sauvignon" is a medium-bodied wine with deep flavors enhanced by fresh blackberry, vanilla, and cocoa aromas. "Trojan Horse Pinot Grigio" is an attractive wine with green apple and citrus scents, characterized by a light body and balanced acidity. "Trojan Horse Chardonnay" is a white wine with sweet fruit flavors and oak notes.

To commemorate the launch of "Trojan Horse," 7-Eleven produced a viral video delivering wine information in an entertaining way with sommelier Song Ki-beom and Dick Hunter. The video can be viewed on 7-Eleven’s official YouTube channel. A promotional event is also underway. Throughout March, customers paying with affiliated cards (NongHyup, Hana, Woori cards) will receive a 10% discount, and those who purchase "Trojan Horse" and collect stamps on the Seven app will be entered into a draw to win a mini wine cellar (7 winners) for free.

Meanwhile, 7-Eleven reported that wine sales growth in the first two months of this year increased more than threefold (217.8%) compared to the same period last year. As the prolonged COVID-19 pandemic normalized staying at home and drinking at home, the number of consumers purchasing wine at nearby convenience stores has significantly increased. The product lineup has also expanded from 36 types at the end of 2019 to over 70 types currently. 7-Eleven operates specialized wine displays in about 1,300 stores nationwide, centered on its future-oriented differentiated platform, Food Dream.

Song Seung-bae, 7-Eleven’s wine MD, said, "As wine becomes more popular and tastes diversify, we conducted overseas market research and directly sourced popular local wines. We plan to continuously introduce differentiated wine products unique to 7-Eleven by actively utilizing our global network to exchange overseas liquor trends."