Private Label Buyer

7-Eleven Launches PL Beer

April 23, 2010

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.”