I love the meaninglessness of beer trade categorization whether it's the 783 recognized craft beer styles or the many different ways macro-brew makers describe its monotony. But this great news just adds to the beauty of it all:
Convenience store beer buys dropped 4% in 2009, according to research firm SymphonyIRI, a steeper decline than seen in other outlets. But sales of below-premium beers have held up and have even seen a slight lift. Core convenience store shoppers now have less cash, which is likely why 7-Eleven is entering the market at a low price point. "They figure that since brands are weaker at that price segment they can capture the full margin rather than pay a premium to a supplier," says Harry Schuhmacher with Beer Business Daily, which first reported the news. Schuhmacher says the beer is called Game Day, but 7-Eleven wouldn't confirm.
Why not confirm? Well, I suppose it could be wrong and even a better name than those they already bounced around, like "Outta Luck" and "BAD." Imagine the slogan: a bad day deserves a BAD beer.