The nation's third-largest beer retailer is getting its own brand of brew.
Game Day beer is rolling out this month.
The convenience store chain is billing its private label brand as a premium brew at a budget price.
7-Eleven's Dan Skinner says Game Day has done well in taste tests against premium brands.
It will sell for about seven bucks for a 12-pack.
Industry observers note beer sales have dipped along with the economy.
