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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.
But the silver lining is that purchases of sub-premium beers (Keystone Light, Natural Light) actually ticked up. Customers haven't stopped drinking. They just want to pay less for a buzz.
Sometimes this gambit pays off, such as the medal-winning Mission Street pale ales and IPAs that California's Firestone Walker brews for Trader Joe's. But brand-wise, Trader Joe's sits on a slightly more elevated plane than a convenience store selling unnaturally glistening, endlessly rotating hot dogs.
Would you buy budget beer from 7-Eleven? Spill it in the comments.
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4-21-2010 @1:43PM Mark said... Here in Mass..... 7-11 doesn't even CARRY beer.... liquor stores only!
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4-21-2010 @2:39PM Dreamcatcher said... Made in the USA..LOL 7-Eleven is owned 100% by the Japenese now!..I worked for southland and japenese..Bottom line is all they care about....employees can be replaced easy...I was a manager and some of the things they wanted us to do was not right..they claim to care about the neighborhood, but all they want is your dollar. So buy 7-11 and send your money Overseas
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4-22-2010 @4:26AM K-Sean said... i already buy 3 bud ice 32 oz bottles for $5 from 7-eleven so if their own brand is a better deal then ill take it. i dont really drink beer for flavor.
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4-23-2010 @12:04AM Trip said... when i was a kid, we bought a case (4 sixers) of "Black Label" at 7/11 for $4.75...shove it in the freezer for half an hour and they're so cold, you don't taste a thing...apparently they've remembered that demographic...
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4-28-2010 @8:15AM The Kid said... 7-Eleven may be a company owned by the Japanese, but the beer is being made by the 150-year-old City Brewery in La Crosse, Wis. So you will be buying American. It's kind of like buying a car these days. I mean, would you rather buy the Chevy being made in Mexico or the Toyota being made in Ohio. Looking forward to trying Game Day Light and the more alcoholic Game Day Ice.
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