Chain store 7-Eleven has come up with a brew of their own, a store-brand beer marketed as a premium beer priced for those on a budget—Game Day Beer.

At stores all over the country, 7-Eleven will launch Game Day by the end of April.

“We’re really working back from the customers’ needs,” Dan Skinner, 7-Eleven category manager for alcoholic beverages told the Associated Press. “They’re looking for exceptional quality at a value price.”

Last year, 7-Eleven released Yosemite Road private-label wines. Skinner said the launch has gone well, with the wines holding the No. 1 and No. 2 spots in the chain’s wine sales.

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.

[Submitted by Bob Fernandez]