Long Live Below-Premium Private-Labeled Beers!

Coming soon to a stadium restroom near you: "Game Day," a new  "below premium" house beer that 7-11 will be introducing to its store shelves.  The brand will reportedly be contract brewed by Latrobe, Wisconsin's City Brewing Company.

Interestingly enough, 7-11 entered the private-label beer trade several years back with a short lived brand called Santiago  that was supposed to compete with the pricey imports.  This time around, 7-11 is going after the low end "below premium" category, where, despite a 4% overall drop in convenience store beer sales in 2009, cheap beer brand sales have actually seen a slight uptick.

Hat tip to A Good Beer Blog.