7-Eleven Beer

Alan McLeod has an interesting link in his A Good Beer Blog today. Apparently, 7-Eleven plans to sell premium private label beer at budget prices. The full story is here.

City Brewing Company will produce the beer for the convenience store chain. City is located in La Crosse, Wisconsin in the old Heileman brewery. In the past, they brewed beer for Boston Beer in the Rolling Rock, Latrobe, Pennsylvania brewery.

The key demographic group that 7-Eleven is trying to reach is young men, 21 to 27. The name of the beer is Game Day. I predict sports themed marketing.

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