Have a Santiago
7-Eleven, the largest chain of convenience stores in the US and one of the largest beer retailers as well, plans to bring Santiago, a private-label import from El Salvador, into its shops this summer. The beer is supposed to compete head-on with Corona Extra, the top-selling imported beer from Mexico. 7-Eleven plans to take advantage of two trends in the US beer business: the consumers’ thirst for imports and for competitively priced beers. Priced at USD5,99 for a six-pack, Santiago costs slightly more than a standard domestic brand but less than an import like Corona Extra which the convenience store chain sells at USD6.99 to USD7.99 per six-pack. The seven million people who shop at 7-Eleven each day will probably never find out that Santiago is a private label beer brand..
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