So said 7-Eleven chief Joe DePinto to Bloomberg two years ago, when he made the prediction that 7-Eleven's share of private label in his stores would expand from 4% at the time to 10% by 2010. Well, here we are in 2010, and 7-Eleven is preparing to rollout a low end private label beer called Game Day, BBD has learned. On all private label goods, Joe says the margin difference "can be as much as 30 percent."