7-Eleven, Inc. is expanding its 7-Select private-brand portfolio with the launch of 7-Select Soda, a three-SKU carbonated beverage line priced at $1.99 per 20-ounce resealable bottle, now available at participating 7-Eleven, Speedway, and Stripes stores across the U.S.
The SKUs and Pricing
The debut lineup covers three flavors — Cola Classic, Orange Soda, and Lemon-Lime Twist — with the lemon-lime variety positioned as caffeine-free. At $1.99 per bottle, the line is priced well below most branded CSD alternatives in the convenience channel, where name-brand 20-ounce sodas typically retail between $2.50 and $3.00. The resealable cap format is a deliberate on-the-go feature for a channel where single-serve, grab-and-go consumption drives a significant share of beverage volume.
"7-Select Soda reflects what the 7-Select brand stands for: variety, dependable quality and value," said Nikki Boyers, Vice President of Private Brands, Emerging Brands & 7 Ventures. The launch is framed internally as part of a broader effort to deepen the 7-Select beverage roster and capture more of the everyday drink-run occasion — a daypart that convenience operators have increasingly leaned into as traffic drivers.
Private Label in the C-Store Beverage Set
The move reflects a broader trend among large convenience chains to build out proprietary beverage programs as a margin lever. Private-label beverages typically carry higher store-level margins than branded equivalents, and for a network the size of 7-Eleven — which operates, franchises, or licenses more than 12,000 stores in the U.S. and Canada — even modest per-unit margin gains aggregate quickly across the system. The 7-Select brand already anchors 7-Eleven's packaged-goods value proposition alongside its Slurpee, Big Gulp, and Big Bite proprietary platforms.
The carbonated soft drink category remains one of the highest-velocity segments in convenience retail, and value-positioned private-label entries are gaining traction as consumers continue to trade down from premium or branded options under persistent grocery and foodservice inflation. For operators in the convenience and specialty retail segment, a $1.99 price point on a recognizable format like a 20-ounce CSD is a straightforward impulse conversion tool at checkout or in the cooler door.
Distribution and Availability
The 7-Select Soda lineup is exclusive to 7-Eleven's three convenience banners and is not slated for third-party retail distribution. With more than 100 million combined members across the 7Rewards and Speedy Rewards loyalty programs, the chain has a direct digital channel to drive trial through targeted offers — a mechanism c-store operators have increasingly used to support private-brand beverage launches. Delivery through the 7NOW app extends reach for consumers who may convert the $1.99 price point into a bundled order rather than a single-stop purchase.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
