7-Eleven Inc. knew that Michigan residents love Vernors Ginger Ale and that the Detroit area is the Slurpee capital of the U.S. So why not mix the two for a first-ever regional Slurpee beverage flavor? The retailer has introduced a Vernors Slurpee frozen carbonated drink that is now available in more than 200 Michigan 7-Eleven stores.
Based on early sales, it looks to be a hit with 7-Eleven customers there.
Area residents have taken to social media sites like Twitter and Instagram to spread the word that Michigan Vernors fans can now enjoy their favorite local soft drink as a Slurpee. 7-Eleven is advertising the new Slurpee flavor on local billboards with television spots planned for May.
The oldest surviving ginger ale brand, Vernors was created in 1866 by James Vernor in a downtown Detroit pharmacy located on 233 Woodward Avenue. Legend has it that Vernor was trying to replicate an Irish ginger-flavored ale when he was called away to serve in the Civil War. He left his creation behind in an oak barrel and, on his return, sampled the aged beverage. He pronounced its bold flavor “Deliciously Different.”
Today, the Dr Pepper Snapple Group produces Vernors Ginger Ale.
7-Eleven Senior Vice President and Sault Ste. Marie, Mich., native Nancy Smith is a lifelong Vernors fan. “My aunt and uncle would send cases to me while I was away at college,” she said. “I’m pretty sure the shipping costs were more than the Vernors. It will be a little harder to ship a Vernors Slurpee. I just need to get back home more often.”
7-Eleven moved back into the Motor City last month with the opening of its first store since the retailer last operated in the city in 2003.