Perfect timing for 7-Eleven’s new sports drink


7-Eleven’s timing is impeccable.

On the same day the National Oceanic and Atmospheric Administration (NOAA) announced that July was the hottest month on record, 7-Eleven introduced its new private-branded sports drink, 7-Select Replenish.

You couldn’t ask for better marketing. The Irving, Texas-based retailer bills the isotonic sports drink product as a new way to stay cool, refreshed and hydrated.

Keeping on trend, 7-Select Replenish contains no artificial sweeteners or high-fructose corn syrup. Its available in four flavors: lemonade, orange mango, cucumber mint and guava splash. While the everyday suggested retail price is $1.99, customers can take advantage of a limited-time buy one-get one free offer.

7-Eleven has been busy building its private brand beverage lineup. Just a few weeks ago, stores added Quake performance energy drinks to their vaults, and the retailer said the the private brand beverage has already acquired a loyal following. Available in four flavors, Quake energy drinks combine the best of energy, sports and performance drinks into one, according to 7-Eleven.

Sweetened with stevia and real sugar, 7-Select Replenish, also contains 100% of the daily values of vitamins A, E, Niacin (B3), B5 and Pantothenic Acid (B6) per 12-ounce serving. The electrolyte hydration beverage has 15 grams of sugar and 60 calories per serving or 150 calories per 28-ounce bottle.

According to 7-Eleven, isotonic drinks may help to replace electrolytes and minerals such as sodium, potassium, calcium and magnesium lost during exercise or strenuous activity. 7-Select Replenish contains all four while other national brands may have only two.

"As with all 7-Eleven private brand products, we wanted to make sure our new sport drink would stand out in quality, taste, uniqueness and value," said 7-Eleven President and CEO Joe DePinto. "We benchmarked against the best and added differentiated attributes that we know our customers are seeking."

Tim Cogil, 7-Eleven’s senior director of private brands, called 7-Eleven a leading beverage retailer.

"We listen to our customers, stay ahead of the latest trends and offer refreshing drinks you can't find anywhere else,” he said. “7-Select Replenish has received great reviews and is an effective thirst-quencher whether recovering from a tough workout or just needing to cool down on a hot summer day … or any day."

7‑Eleven operates, franchises and/or licenses more than 69,000 stores in 17 countries, including 11,800 in North America.

Incidentally, the average global temperature in July was 1.71 degrees F above the 20th-century average of 60.4 degrees, making it the hottest July in the 140-year record, according to scientists at NOAA’s National Centers for Environmental Information. The previous hottest month on record was July 2016