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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.”