News

7-Eleven Launches PL Beer

April 23, 2010
/ Print / Reprints /
ShareMore
/ Text Size+

7-Eleven, Dallas, announced the debut of Game Day beer, a premium lager to be sold exclusively in more than 4,500 7-Eleven stores in 17 states. Comparable in taste and quality to the top-selling national brand beers, Game Day is available in two varieties (Light and Ice) and two package sizes (24-ounce singles and 12-ounce six-packs).

To assist in the development process, 7-Eleven said it partnered with the Winery Exchange - a Novato, Calif.-based global supplier of private label wine, beer and spirits - and its subsidiary, World Brews. Winery Exchange/World Brews tapped City Brewery of La Crosse, Wis., to produce and package the brew.

“American beer drinkers are seeking great-tasting beer at an affordable price,” said Dan Skinner, 7-Eleven category manager for alcoholic beverages. “Even more so in this tough economy, they’re looking for value and ways to make their dollar go further. Game Day satisfied two of a beer drinker’s interests by offering a premium lager beer at a below-premium price.”

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

September 2013 New Non-Food Products

This month’s new non-food products include soft chews for dogs, bottle labeling technology, skin-care products, eyebrow razors, and baby-safe laundry detergent.

Podcasts

Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

THE MAGAZINE

Private Label Buyer Magazine

PLB April 2014 cover

April 2014

The April 2014 issue of Private Label Buyer includes articles on Omnichannel, store brand sauces, and more. Check it out today!

Table Of Contents Subscribe

NBB Private Label Foods

Which factors will drive further awareness—and development—of national-brand-better (NBB) private label foods?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

plbuyer superstore logo

STAY CONNECTED

facebook_40px twitter_40px  youtube_40pxlinkedin_40px