In the latest skirmish in the food wars, 7-Eleven, one of the world’s largest chains of convenience stores, has decided to take on the beer companies on their own turf.  Enter Game Day, 7-Eleven’s store-brand beer.  Basically, 7-Eleven looked at how much beer it sells and decided to get into the market at a cheaper price, thus they contracted with LaCrosse, Wisconsin’s City Brewery to manufacture some generic beer.  The recession has lead to a decrease in premium beer sales and an increase in purchasers of sub-premium (or cheap) beer, and 7-Eleven saw a great place to expand their market.

Now, it’s tempting to scoff at this idea, as most beer drinkers have their favorite brand.  After a first attempt at this in 2003 with Santiago (aimed at the Corona crowd), the company has since created their own in-house wine brand, Yosemite Road, which now occupies the top two sales spots on 7-Eleven’s wine sales list.  Dan Skinner, 7-Eleven’s category manager for alcoholic beverages, believes the company and the economy are ready.

“We’re really working back from the customers’ needs.  They’re looking for exceptional quality at a value price,” Skinner said.  To that end, the company is launching Game Day Light (3.9 percent ABV and 110 calories) and Game Day Dry (5.5 percent ABV and 150 calories) for your summer partying and tailgating needs.  Check your local beer cooler for more details.

Tags: 7-Eleven, store-brand beer, Game Day, generic beer, store-brand food, convenience stores, unusual drinks, alcohol, beer, Dan Skinner, store brands, cheap beer, Game Day Light, Game Day Ice, City Brewery

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