7-Eleven Korea launches “No Name” Italian red wine with 119-wine discount
In short
7-Eleven Korea said it will launch Giacomo Borgogno “No Name”, an Italian red wine, and run a “#WINE” promotion discounting 119 wines by 20% through Oct. 31. The chain also adds two white wines, Plum Chardonnay and Plum Savagnin, after its Van Gogh art wines sold more than 150,000 bottles in three weeks. 7-Eleven said its red wine sales rose 26% month-on-month in September.
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7-Eleven Korea said on Oct. 7 that it will launch the red wine Giacomo Borgogno “No Name” and run a “#WINE” promotion that discounts 119 wine products by 20% through Oct. 31. The company presented the new bottle as this autumn's lead item and pointed to the season as the reason for focusing on red wine. [ 1 , 2 , 3 ]
The wine is produced by Giacomo Borgogno of Piedmont, Italy, and is labelled “No Name” as a protest against Italian wine regulations, according to the company accounts carried by the three outlets. Yonhap described it as an experimental product built around a “no name, quality only” message. A business outlet gave more detail on the winery, saying it was founded in 1761 and that its wine was used at the official dinner for the 1861 declaration of Italian unification, and said the grapes were grown without chemical fertiliser or pesticide. The outlets described the wine as having rich tannins and acidity, with aromas of plum, berry and violet. [ 1 , 2 , 3 ]
Alongside the red, 7-Eleven is adding two white wines, Plum Chardonnay and Plum Savagnin, and assembling eight main wine products including Textbook Napa Cabernet Sauvignon and Henri Matisse Bohigas. The company said its two Van Gogh art wines, released last month, passed 150,000 bottles sold within three weeks and took the first and second places in the wine category. 7-Eleven also said its red wine sales rose 26% month-on-month in the previous month, with one outlet noting that September of last year saw a 15% month-on-month rise. [ 1 , 2 , 3 ]
The promotion runs until Oct. 31 across 119 wines, with the 20% discount applied through Samsung, Hyundai, Lotte and Woori cards as well as Naver Pay points or money and Toss Pay money or account payments, according to one report. 7-Eleven said a special package including a dedicated tasting wine glass is being sold exclusively. Song Seung-bae, the wine merchandise director on 7-Eleven's beverage and liquor team, said the company would keep introducing a wine portfolio that goes beyond convention and would lead the convenience-store premium wine market. [ 2 , 3 ]
Why it matters
The launch shows convenience stores in Korea pressing further into the premium wine market, using exclusive imports and art-labelled novelty products rather than only low-priced everyday bottles. For shoppers it means short, card-linked discount windows at a channel that has been widening its wine range since 2021, according to one of the reports.
Key facts
- 7-Eleven Korea said on Oct. 7 that it will launch the red wine Giacomo Borgogno “No Name”. [ 1 , 2 , 3 ]
- The wine is produced by Giacomo Borgogno of Piedmont, Italy, and carries the label “No Name” in protest at Italian wine regulations, according to the outlets. [ 1 , 2 , 3 ]
- Two white wines, Plum Chardonnay and Plum Savagnin, are also being launched. [ 1 , 2 , 3 ]
- The two Van Gogh art wines released last month passed 150,000 bottles sold within three weeks, 7-Eleven said. [ 1 , 2 , 3 ]
- 7-Eleven said its red wine sales in the previous month rose 26% from the month before. [ 1 , 2 , 3 ]
- A “#WINE” promotion discounts 119 wine products by 20% through Oct. 31, with terms tied to cards and payment apps. [ 2 , 3 ]
- A special package including a dedicated tasting wine glass is sold exclusively by 7-Eleven. [ 2 , 3 ]
Confirmed by several sources
- 7-Eleven Korea is launching the Giacomo Borgogno “No Name” red wine and two white wines, Plum Chardonnay and Plum Savagnin. [ 1 , 2 , 3 ]
- The Van Gogh art wines launched last month surpassed 150,000 bottles sold in three weeks, according to 7-Eleven. [ 1 , 2 , 3 ]
- 7-Eleven reported its red wine sales rose 26% month-on-month in the previous month. [ 1 , 2 , 3 ]
- The wine carries a “No Name” label in protest at Italian wine regulations, as described by the outlets. [ 1 , 2 , 3 ]
- A promotion discounts 119 wine products by 20% through Oct. 31. [ 1 , 2 , 3 ]
Still unclear
- Whether the “No Name” regulation-protest label is a historical fact about the winery or a marketing narrative. All three documents repeat the account in similar wording attributed to the company's announcement, and none cites the winery or regulators directly.
- The exact effect of the promotion and the new wine on sales. The documents give past sales figures and promotional terms, but no forward projections or third-party data.
- Details of the Giacomo Borgogno winery such as its founding in 1761 and its use at the 1861 Italian unification dinner. These appear only in one business outlet's report.
- Whether the Van Gogh art wines' first and second place ranking is measured across all wines or only convenience-store wines. One outlet states the ranking without defining the category.
What local media are saying
Timeline, local time
- Yonhap publishes 7-Eleven's announcement of the “No Name” wine launch and the 119-wine discount. [ 1 ]
- Asia Economy reports the launch, citing the Van Gogh art wine's 150,000-bottle sales and the payment-partner discount terms. [ 2 ]
- Maeil Business reports the launch, adding the winery's history and the merchandise director's comments. [ 3 ]