7-Eleven Launches Two White Wines Featuring Van Gogh Masterpieces
Popular Varieties: Chardonnay and Sauvignon Blanc
9,900 Won per Bottle Targets Value-for-Money Wine Market
Korea Seven's convenience store brand, 7-Eleven, announced on September 9 that it will be launching two types of white wine in the 10,000-won price range, featuring labels adorned with masterpieces by Vincent van Gogh.
The new products are "Van Gogh Marlborough Sauvignon Blanc" and "Van Gogh California Chardonnay." Each is priced at 10,900 won. Until September 30, two bottles will be sold for 19,800 won, making it 9,900 won per bottle.
The label of the Van Gogh Marlborough Sauvignon Blanc features Van Gogh's iconic painting "The Starry Night." It is made with grapes grown at Kaituna Vineyard in New Zealand's Marlborough region. The Van Gogh California Chardonnay bears the artwork "Café Terrace at Night." It is produced by Precision Wine Company in California, using a blend of grapes harvested from areas such as Napa Valley and Sonoma County.
7-Eleven has released these value-for-money white wines because wine consumption is currently split between low- and high-priced products. From January 1 to September 7 this year, wines priced under 20,000 won accounted for 51% of all wine sales at 7-Eleven, while wines priced at 50,000 won or more made up 30%. Combined, these two price ranges represent over 80% of total sales. Compared with the same period in 2023, wines under 20,000 won rose by 5 percentage points, and those 50,000 won or more increased by 10 percentage points.
Rising demand for white wine was also taken into account. 7-Eleven explained that Chardonnay and Sauvignon Blanc together account for over 70% of the domestic white wine market.
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Since 2021, 7-Eleven has been showcasing its "Art Wine" collection, beginning with wines featuring labels of Henri Matisse's works. Since 2024, it has collaborated with actor and painter Ha Jungwoo to launch the "Call Me Later" and "Makiki" series, which have sold a cumulative 1.5 million bottles.
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