7-Eleven Private Label

“Game Day’ brand to be rolled out nationwide

7-Eleven, the third-largest beer retailer in the U.S. will be rolling out an in-house brand billed as a premium beer at a budget price.

Game Day comes in two varieties. Game Day Light is 3.9 percent alcohol by volume and 110 calories per 12 ounces. Game Day Ice is 5.5 percent alcohol and 155 calories. The price is between $6.99 and $8.99 for a 12-pack, depending on local taxes and distribution costs, and 24-ounce singles are available for between $1.49 and $1.89.

The beer is being made by the 150-year-old City Brewery in La Crosse, Wis., one of the country’s largest contract brewers.

This is 7-Eleven’s second attempt at beer. In 2003, they introduced Santiago, meant to compete with imports like Corona, but ultimately unable to gain much of a foothold.