DALLAS —7-Eleven Inc. is testing a beer and wine growler program and giving a nod to its past with the branding of the offer.
Tote’m Craft Beer by 7-Eleven is a growler beer and wine program in test only in the retailer’s 6,300-square-foot lab store that opened in Dallas in March. The brand comes from an early name used on Southland Ice Co.’s stores, precursors to 7-Eleven, in the 1930s.
“The stores sold ice, eggs and other convenience items their customers needed,” the company told CSP Daily News. “In 1936, with the repeal of prohibition, the Tote’m stores became one of the first retailers to sell ice-cold beer to their customers.”
Here are the details of the growler offer …
The retailer is eager to underscore that Tote’m is not a private-brand wine or beer, but rather a fresh-to-go program with the beers sold from a tap in 64-ounce growler bottles (price range of $9-$15) or 32-ounce crowler cans ($6-$10) and the wine in 750-mL bottles ($11-$18).
“The Tote’m Craft Beer and Wine menu is rotational and includes some local, award-winning favorites from the Dallas area,” the company said. In May, for example, the five tap handles served familiar brews Michelob Ultra and Modelo, alongside local crafts from Karbach Brewing Co., Community Beer Co. and Manhattan Project Beer Co., all based in Texas. Two wines on tap came from Smith & Hook Winery and J Vineyards, both based in California.
Other programs in test in the lab store include made-to-order coffee drinks, cold-pressed juices and smoothies, a frozen yogurt bar (pictured), bulk and fresh-ground coffee beans and baked-in-store cookies, among other things.
Irving, Texas-based 7-Eleven Inc. owns 9,200 convenience stores across the country. It ranked No. 1 on CSP’s 2019 Top 202 list of the largest c-store chains in the United States.