7-Eleven to Sell Their Own Beer: Game Day

by David Lauterbach
2010 April 18

According to an article on CNN, the battle over shelf space in chilly glass refrigerators is about to heat up with the entrance of a new brew at 7-Eleven. The 6,000-strong convenience store chain is making a private label brew called “Game Day.”

While big brewers like Anheuser-Busch InBev can usually muscle their way into premium spots, private label newbie could give them a run for their money since it can hand-pick prime cooler real-estate to showcase its beer.

The first thing I thought when reading the article was “the guys that make the Big Bite® hot dog are gonna make beer?” But my concerns about brewing were somewhat allayed only three paragraphs down… 7-Eleven is reportedly leaving the brewing to City Brewing in LaCrosse, Wisconsin.

City Brewing has been a contract brewer for years, with Sam Adams being one of the biggest names you’ve heard of.  But methinks that brewing and contract brewing are different animals.

7-Eleven has said not too much more, except that Game Day is a premium beer selling at a budget price.

We’ll have to wait to see what Game Day will bring… but I bet it will go great with a Big Bite®.

Full story at CNNMoney/Fortune.

Game Day Suds: 7-Eleven Beer - AP Photo/Ted S. Warren

Game Day Suds: 7-Eleven Beer - AP Photo/Ted S. Warren

Pardon us please, while we pay for beer...

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