Newest Beer Brand Is From ... 7-Eleven?

Chain will sell its own suds in low-cost bracket
By John Johnson,  Newser Staff
Posted Apr 20, 2010 4:08 PM CDT
Newest Beer Brand Is From ... 7-Eleven?
A display of Game Day Light.   (AP Photo/Ted S. Warren)

After quaffing your Burger King mimosa, be sure to leave room for a 7-Eleven beer. The convenience store has begun selling its own brand, called Game Day. The chain is trying to take advantage of the rising demand for low-cost beer in the recession, writes Joshua M. Bernstein at Slashfood. Figure about $8 for a 12-pack, notes AP.

"Sometimes this gambit pays off, such as the medal-winning Mission Street pale ales and IPAs that California's Firestone Walker brews for Trader Joe's," writes Bernstein. "But brand-wise, Trader Joe's sits on a slightly more elevated plane than a convenience store selling unnaturally glistening, endlessly rotating hot dogs." (More 7-Eleven stories.)

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