Wednesday, April 21, 2010

7-11 Beer?

7-Eleven Launches Branded Beer

This week, convenience-store chain 7-Eleven announced it would begin carrying its own budget brand of beers, dubbed Game Day. The news made me do a double take, nearly causing me spit out the sublimely hoppy Stone IPA I was drinking. Was 7-Eleven angling to be my low-cost craft-beer salvation?

Mmm...not exactly. As expected, the decision was driven less by a desire to sell great brews than the bottom line. Beer purchases in convenience stores dipped 4 percent last year, according to research group SymphonyIRI -- nearly double domestic beer sales' 2.2 percent decline.

The rest of the article.

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