Game-Day: A Beer brewed by 7-11…Would you buy/drink it?

April 21, 2010

I mean, I like slurpees, and other items from 7-11, why not beer?  Oh that’s right, I am grown, have a job and can afford good beer.  But, for you younger set, or people without tastebuds, this may be right up your alley… (H/T to guenivere)

The beer that wil most likely be found in a brown paper bag, drunk by the poor

The beer most likely found in a brown paper bag...

7-Eleven rolls out Game Day, a store-brand beer


Associated Press

Posted: 04/21/2010 09:50:08 AM PDT

Updated: 04/21/2010 11:53:19 AM PDT

BERKELEY, Calif. (AP) — Quick, what’s the third-largest beer retailer in the U.S.? Chances are you didn’t know it’s 7-Eleven. Now, the convenience chain is getting a step closer to the suds it sells, rolling out a store-brand beer billed as a premium brew at a budget price.

Wait, are they stealing Keystone advertising campaign?

The launch, happening this month at stores nationwide, aims to take advantage of the current economic downturn — a long, cold one for beer sales.

“We’re really working back from the customers’ needs,” said Dan Skinner, 7-Eleven category manager for alcoholic beverages. “They’re looking for exceptional quality at a value price.”

Game Day beer follows the introduction of the Yosemite Road private-label wines in 7-Elevens last year. The idea of the home of Slim Jims and Slurpees turning sommelier had some scoffing. But Skinner said the launch has gone well, with the wines holding the No. 1 and No. 2 spots in the chain’s wine sales.

Private label?  That doesn’t have such a sterling reputation.  I didn’t know that 7-11 was a place to go for my wine….unless it is in a box, or has a twist off.

Cutaway of Box wine....

Boone's is the recipe to a cheap date...especially if you are in college and your funds are low.

Whether people are ready for 7-Eleven suds remains to be seen.

Al Everett, a web developer in the Washington, D.C., area who blogs about beer at, is a craft beer enthusiast who wasn’t sure what to make of Game Day.

“If I was tailgating before a game, I’d certainly consider it,” he said. “It’s probably not something that I would have regularly.” Still, he was curious. “I’ll certainly keep an eye out for it.”

See, make your mind up.  Either you would consider it, or you wouldn’t.  For you to say that you would consider it, then place limitations on when considering it seems disingenuous.  You don’t know if you would have it regularly, since you have not tried it yer.

Game Day comes in two varieties. Game Day Light is 3.9 percent alcohol by volume and 110 calories per 12 ounces. Game Day Ice is 5.5 percent alcohol and 155 calories. The price is between $6.99 and $8.99 for a 12-pack, depending on local taxes and distribution costs, and 24-ounce singles are available for between $1.49 and $1.89.

The beer is being made by the 150-year-old City Brewery in La Crosse, Wis., one of the country’s largest contract brewers.

The move comes as beer sales have softened — it turns out beer may be recession resistant, but it is not recession proof.

What happened is that customers have been buying more below-premium and budget beers. Premium beers still dominate, with volume at 1.5 billion cases in 2009, or about half of all beer sold domestically, according to data cited by 7-Eleven from The Nielsen Company and other sources, but sales were down compared to 2008.

Or, as TV’s lager-loving Homer Simpson might put it, “D’oh!”

That is because 7-11 is not carrying this.

Duff...tThe beer of the average guy

The plan at 7-Eleven is to capitalize on market conditions.

“We can give premium beers a run for their money,” said Skinner, adding that Game Day performed well in taste tests, including among suppliers of premium beers.

This is 7-Eleven’s second attempt at beer. In 2003, they introduced Santiago, meant to compete with imports like Corona, but ultimately unable to gain much of a foothold.

This time around, chain officials expect their focus on high value in a down economy will work.

Beverage analyst Benj Steinman was intrigued by 7-Eleven’s plans, but not convinced they’ll work.

“My attitude to it basically is — show me,” he said. “Private label hasn’t worked in beer so far.” Steinman, editor of New York-based Beverage Business Insights, notes that Game Day “is a new wrinkle and 7-Eleven is very serious about its effort.” But he says store-brand beers have to overcome brand loyalty as well as the fact there already are a number of different price points for beer.

“I’m not ruling it out. I just say, ‘Show me’,” he said.

I bet this beer is not going to show up here….

Beerfest is a great time and I am sad that I am missing it this year...

5 Responses to “Game-Day: A Beer brewed by 7-11…Would you buy/drink it?”

  1. tophatal said


    Having seen that new CBS show Undercover Boss . I think I’ll give it pass ! Hell if they can’t even keep their rest rooms clean . What makes you think that an alcoholic beverage brewed by them will make the consumer feel better about the their business altogether ?

    Just my take on the matter mind you !
    LOL,LOL,LOL !!!

    Alan Parkins

    • Steve said

      Having worked at a 7-11, the bathroom might be the only clean thing in the store. The rotating grill for hotdogs rarely got cleaned…but maybe that gives them the flavor…

      • tophatal said


        And here’s me thinking that it was the rat’s droppings that gave it that added oomph and taste ?

        I guess that’s how it goes then ? Be on the lookout for my post on Puerto Rican beauty Mya Jane .

        Alan aka tophatal

  2. guenivere said

    Just saw this on CNN: Heather Locklear charged in hit-and-run crash ( Maybe she was trying out the Game Days and had one too many…

  3. […] Game-Day: A Beer brewed by 7-11…Would you buy/drink it? – Scroll down for a sweet Duff Beer poster, vintage 1997.  […]

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