Look out Pyramid

[billvon 3,120]

Over the past few decades microbreweries have started to gain a foothold against the BMC beers; nowadays you can get decent beer almost anywhere. It's rare to see even cheap convenience stores that don't carry a Sam Adams, or a Pyramid, or a Sierra Nevada.

But look out. There's a new guy in town, and he's gunning for that premium-beer crowd:

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IT’S ‘GAME DAY’ AT 7-ELEVEN®!
Retailer Adds Value-Priced Premium Beer to Store-Brand Lineup

DALLAS (April 19, 2010) – 7-Eleven Inc. is giving lager lovers a break on beer prices. After introducing Yosemite Road proprietary wine to enthusiastic reviews last year, the world’s leading convenience retailer thinks it has another winner with Game Day, a new store-brand premium lager beer.

Comparable in taste and quality to the top-selling national brand beers, Game Day is available in two varieties – Light and Ice – and two package sizes – 24-ounce singles and a 12-pack of 12-ounce cans. Suggested retail price is between $6.99 and $8.99 for a 12-pack, and $1.49 and $1.89 for a single. Prices vary based on distribution costs and state and local alcohol beverage taxes.

“American beer drinkers are seeking great-tasting beer at an affordable price,” said Dan Skinner, 7-Eleven® category manager for alcohol beverages. “Even more so in this tough economy, they’re looking for value and ways to make their dollar go further. Game Day satisfied two of a beer drinker’s interests by offering a premium lager beer at a below-premium price.”
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(In other news, I recently did an experiment where I used only two-row malt and leftover hops for a beer; in other words I made the cheapest beer I could. It tastes remarkably like Miller. Anyone want some?)