"Game Day," a new "below premium" house beer that 7-11 will be introducing to its store shelves. The brand will reportedly be contract brewed by Latrobe, Wisconsin's City Brewing Company.
Interestingly enough, 7-11 entered the private-label beer trade several years back with a short lived brand called Santiago that was supposed to compete with the pricey imports. This time around, 7-11 is going after the low end "below premium" category, where, despite a 4% overall drop in convenience store beer sales in 2009, cheap beer brand sales have actually seen a slight uptick.
Hat tip to A Good Beer Blog.
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