The Brew Site

7-Eleven Game Day

One of the (stranger) beer news stories that’s making the rounds this week is how 7-Eleven is going to sell its own private label beer, “Game Day.” (Gotta love MSNBC’s headline for the story—“It pairs with microwave burritos”!) It’ll be canned, of course.

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.

With names like “Light” and “Ice” it’s pretty clear what market segment they’re going after. But, I’d still try both just to see.