AB InBev and Pepsi Unite for Alcoholic Version of 7up — And It’s Only Available in This Country

(Photo: Labatt Breweries)

Labatt Breweries, the Canadian subsidiary of beverage giant AB InBev, is teaming up with a fan-favorite lemon-lime soda brand.

Labatt has officially unveiled SVNS Hard 7up in Original and Lemonade flavors. Mixed with vodka and canned at 7% ABV, each 355ml can claims 0g of sugar. The unexpected launch follows a wave of soft drink brands getting in on the lucrative alcohol market.

(Photo: Labatt Breweries)

“With the launch of SVNS Hard 7up, we’re excited to be disrupting the soda and seltzer category with a net-new brand entering the space, leveraging a recognizable flavor consumers know and love,” said Mike D’Agostini, director of Beyond Beer at Labatt Breweries of Canada.

“Consumer demand for premium RTD products is undeniable, so innovating to meet Canadians’ preferences is both a priority, but also an exciting growth opportunity for the Labatt business”.

Over the past few years, the industry has witnessed a surge in co-branded canned cocktail releases. Consumers have been treated to Jack & Coke, Sunny D Vodka Seltzer, Minute Maid Spiked and Monster Energy ‘Beast Unleashed’ alongside dozens of others.

Pepsi — 7up’s Canadian distributor — is a newcomer to the trend. In 2022, Pepsi collaborated with The Boston Beer Company for its first-ever alcoholic beverage, Hard MTN Dew. SVNS Hard 7up will be its second.

“Labatt’s expertise in the alcoholic beverage space is why we are excited to build upon our longstanding relationship and innovate with one of our most beloved flavors,” says Laura Gray, director of white space innovation at PepsiCo Beverages Canada.

“By doing so, Canadian consumers now have even greater choice when exploring ready-to-drink options across the country, with a new product developed with a flavor they love.”

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