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Labatt Breweries, a leading Canadian drinks company, has announced the entry of the 7UP soft drinks brand into the alcoholic drinks space with the launch of SVNS Hard 7UP, a ready-todrink cocktail that is said to combine the lemon-lime flavour of PepsiCo’s 7Up with vodka-based alcohol.
Designed to capture the attention and preferences of the legal drinking age (LDA) to 34-year-old consumer, SVNS Hard 7UP is sugar-free and has 7% alcohol by volume. Labatt Breweries claimed sales of RTD cocktails in North America had doubled in the last two years, and cited research that found most consumers of such products were seeking brands not present in beer.
Commenting on the launch, Labatt Breweries Beyond Beer director Mike D’Agostini said: “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”.
“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 flavour consumers know and love”, he added.
Exclusively available in Canada, the product is offered in Original and Lemonade varieties.
Source: Labatt Breweries (via Cision NewsWire)
