Historically known for its value attributes, private-label beverages are getting a premiumization boost as consumers also seek quality from these cost-friendly products.

7-Eleven Inc., Irving, Texas, continues to add to its private beverage portfolio. In the past two years, the convenience retailer has introduced energy and sports drinks, Icelandic spring waters, organic milk and cold-pressed juices. The latest to the fold is Triton, a new energy drink with L-Theanine, created to meet customers' desire for a sugar-free energy option, it says.

BJ’s Wholesale Club, Westborough, Mass., launched a premium spirits collection from the retailer’s exclusive brand, Wellsley Farms. BJ’s members can find the new spirits, which include vodka, Canadian Whisky and Irish Whiskey, in select BJ’s clubs now, just in time for holiday entertaining.

Irving, Texas-based 7-Eleven Inc. announced that it is expanding its selection of private brand wines with the launch of two white wines - Chardonnay and Pinot Grigio. The convenience retailer created the Trojan Horse brand for this new line of wines.