Nothing beats sweltering 110-degree days in Las Vegas and chugging down cold suds. 7-Eleven is banking on it. The third largest beer retailer is rolling out their store-brand beer at a budget price- but, they say, with a premium taste.
The Game Day beer launch, happening this month at 7-Eleven stores nationwide, takes advantage of the current economic downturn, hoping a long, cold one is the elixir for sagging beer sales.
Game Day beer follows the introduction of the Yosemite Road private-label wines in 7-Elevens last year.
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.