# Premium Italian Sparkling Water Serafina is 7-Eleven's New Sparkling Water Store Brand By Laura McQuarrie | Published 2021-03-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/serafina References: [foodbusinessnews.net](https://www.foodbusinessnews.net/media/photos/4246-sparkling-water-innovation) At [7-Eleven](https://www.trendhunter.com/trends/fusion-energy), convenience store customers can find top-shelf water selections like the premium Icelandic spring water Skyra and now, the new store brand Serafina. Imported from Italy, Serafina was exclusively created for 7-Eleven and it can be found in refreshing flavors like Organic Lime and Organic Lemon Ginger, as well as an Original variety. Sourced from a natural Italian spring, the [mineral water is carbonated](https://www.trendhunter.com/trends/sparkling-mineral-water) and bottled in the Apennine Mountains. 7-Eleven's premium refreshments reflect the fact that consumers are increasingly looking for healthier beverage choices, especially those without a lot of sugar or calories. To tempt consumers to try Serafina, 7-Eleven is introducing a limited-time offer where people can purchase two of the [sparkling water bottles](https://www.trendhunter.com/trends/line-of-sparkling-waters) for the price of one. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 73% | Activity: 85% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Premium Store Brands:** Retailers can capitalize on the demand for high-end products by developing exclusive store brands like Serafina. - **Healthy Beverage Choices:** As consumers seek alternatives to sugary drinks, there is an opportunity for companies to innovate in the sparkling water market. - **Limited Time Offers:** Promotions like 7-Eleven's two-for-one deal can entice customers to try new products and foster brand loyalty. ### Who This Affects Most - **Convenience Store:** Convenience stores can develop premium store brands like Serafina to appeal to health-conscious customers and increase sales. - **Beverage:** Manufacturers can innovate in the sparkling water market by offering unique and refreshing flavors, like Serafina's Organic Lime and Organic Lemon Ginger. - **Retail:** Retailers can use limited-time offers and promotions to increase exposure for new products and drive sales, as 7-Eleven did for Serafina. ## Related on Trend Hunter - [Sunny Italian Sparkling Waters](https://www.trendhunter.com/trends/sanpellegrino-ciao-limoncello.md) - [Sparkling Sicilian Refreshment Ranges](https://www.trendhunter.com/trends/sanpellegrino-ciao.md) - [Naturally Formulated Italian Sodas](https://www.trendhunter.com/trends/italian-sparkling-beverages.md) - [Crisp Italian Mineral Waters](https://www.trendhunter.com/trends/italian-sparkling-mineral-water.md) - [Low-Sugar Italian Sparkling Drinks](https://www.trendhunter.com/trends/italian-sparkling-drinks.md) - [Effervescent Italian Fruit Drinks](https://www.trendhunter.com/trends/sanpellegrino-tastefully-light.md) - [Black Orange Sparkling Waters](https://www.trendhunter.com/trends/black-orange-black-raspberry.md) - [Fruit Juice-Sweetened Sodas](https://www.trendhunter.com/trends/sanpellegrino-zero-added-sugar.md) - [Private Label Sparkling Waters](https://www.trendhunter.com/trends/rocky-mountain-sparkling-spring-water.md)