A Case For Beer: A Major Minor Dilemma

Here’s another odd duck, a promotional film created in the early 1970s by the National Association of Convenience Stores. It was apparently made by students at Kansas State in association with several sponsors, who also provided grant money for it, including the NACS, the Southland Corporation (7-11) and Falstaff Brewing. It also had the cooperation of four state alcohol agencies, from Arizona, Missouri, Nebraska and Ohio, along with the United States Brewers Foundation.

Entitled A Case For Beer (A Major Minor Dilemma), it’s aimed at Convenience Store owners with tips on how to not sell to underage customers, while still being polite so as not to lose their non-alcohol business and not alienate them so that when they become adults they’ll still spend their money at the C-store. It’s a great time capsule — check out the cars, the fashion and the look of the stores themselves.

Some highlights:

  • Factoid: 2 out of 3 families use beer as a beverage.
  • The two things you have for determining a customer’s age: A Valid ID and “good judgment.”
  • Advice after a woman comes in the store in a bathing suit: “don’t allow yourself to be distracted (checked everything but her age).”
  • More feminine advice: “Beware of women, some have cheating hearts.”
  • Great final quote: “Americans love their leisure time, and convenience stores, with their quick shopping supply of beverages and related foods, contribute to the nation’s enjoyment of leisure time.”
  • Look quick at the end: and you’ll see a woman spreading relish on her hot dog with a beer can pop tab.

7-11 Debuts Game Day Private Label Beer

7-11, the largest convenience store chain in the U.S. with over 6,000 stores, sells a lot of beer, most of it from the big beer companies. In fact, they’re the third-largest beer retailer in the country. With more limited shelf space, C-Stores tend to focus on fast-moving brands and usually carry very few local or craft beer brands. So those stores have been one of the few outlets where space has not be eroding due to craft beer’s growing popularity. But, according to an announcement in Fortune magazine, that’s about to change, though not toward more craft beer. 7-11 has announced the release of their own private label beer, called Game Day. Apparently it’s a “premium beer selling at a budget price,” though further details were not forthcoming. While not yet confirmed by 7-11, it’s being reported that there will be two varieties of Game Day, Game Day Light and Game Day Ice and each will likely be sold in two package sizes, 12-pack cans and 24-oz. singles. Prices are expected to be between $6.99-$8.99 for 12-packs and between $1.49-$1.89 for singles, depending upon distribution and state specific costs, like taxes. The contract brewing is being done by City Brewing in La Crosse, Wisconsin.