Tuesday, February 1, 2011

Walgreens is rolling out its own line of beer, Big Flats 1901

Posted By on Tue, Feb 1, 2011 at 1:30 PM

Mmm ... taste the generic.
  • Mmm ... taste the generic.

Forget full-strength beer at the grocery store. You might as well just stock your fridge with beer made by the drugstore. The Consumerist notes that Walgreens has begun selling its own private-label beer, Big Flats 1901. A six-pack will run you $2.99, and a case should be around $11.50. The nationwide rollout started in December, and because alcohol can be sold in Missouri stores, Big Flats 1901 should be in the Kansas City market (if it's not already here).

The beer will be made by the Winery Exchange, which provides branded spirits to World Market, Trader Joe's and Costco. The San Francisco-based company suggests the name Big Flats 1901 is meant to "evoke flat boats that delivered goods to settlers in upstate New York." What that has to do with the price of beer in Walgreens is unclear.

The new brew is part of a new retail focus for the drugstore. Walgreens announced earlier this month that it would begin selling groceries. So you can snag a frozen tilapia filet to pair with that 50-cent lager.

And it's not the first convenience chain to get into the spirits business -- 7-Eleven made news back in 2009 with its decision to create a value wine brand, right around the time that Walgreens began selling alcohol after a decade of booze-free shelves.

I haven't seen any Big Flats 1901 locally, yet. (Has anybody seen the blue cans depicting a water wheel at the head of a very small waterfall?) But I want to assure Walgreens that there is no rush.


[Image via Flickr: Robert Nelson]

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