7-Eleven, a convenience retail chain in the US, has adding Cherrywood Cellars to its line-up of proprietary wines. The mid-tier-priced wine, with $7.99 - $8.99 per bottle, is available in three varietals – chardonnay, cabernet sauvignon and merlot. The company said that it is targeting the new wine varietals at the millennial-aged consumers, also called echo boomers or Generation Y, were born between 1975 and 1999. 7-Eleven merchandising and logistics senior vice president Jesus Delgado-Jenkins said that the company is targeting millennials because they like convenience and want new products, especially if it offers them a quality product at a great price.