7-Eleven to sell Private-label Beer

Getting a new beer on the shelves of 7-Eleven is about to get harder, especially the prime spot in the cooler. City Brewing in LaCrosse, Wisconsin, will brew "Game Day" for the 6,000 store chain. "Game Day," store officials have said, is a premium beer with a budget price. I'm thinking something like Bud or Miller.

According to the Forbes story, 7-Eleven has dabbled in this area before, with an import-style beer that failed miserably. And while store brand soft drinks sell well, beer is still brand driven.

But the most interesting point to consider about the whole thing, is this single quote: "7-Eleven's issue is that there are a lot of trucks in their parking lot keeping consumers out." Makes me wonder if one day soon, Bud-Miller-Coors won't be delivering to the front door, but instead to distribution centers where only one truck a week will deliver beer.

If the distributors will stand for it.