Anheuser-Busch InBev (AB InBev) and PepsiCo have collaborated to introduce an alcoholic version of 7Up in the Canadian market.
The partnership seeks to capitalize on a growing market segment and meet changing consumer preferences.
The ready-to-drink (RTD) sector in North America has experienced remarkable growth, doubling in size over the last couple of years, boasting an impressive growth rate of 104 percent. Additionally, a notable 84 percent of RTD consumers favor non-beer brands.
“RTD drinkers are seeking brands beyond traditional beer offerings,” Labatt stated, emphasizing the innovative positioning of Svns Hard 7Up in the Canadian market.
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The beverage will exclusively be available for sale in Canada, with production at Labatt’s breweries in London, Edmonton, and Montreal.
Svns Hard 7Up will be available in 355ml single-serving cans, as well as in six and 12-packs. The product line includes an ‘original’ variant sold nationwide, a lemonade version available in select markets, and a malt-based variation tailored for Quebec.
Mike D’Agostini, Director of Labatt’s ‘beyond beer’ division, underscored the rising consumer demand for premium RTD products. He reaffirmed the company’s commitment to meeting Canadian preferences while seizing growth opportunities.
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This partnership reflects the trend among leading players in the beverage industry to unite in diversifying their portfolios and meeting the changing preferences of consumers.
Earlier this year, The Coca-Cola Co. collaborated with Brown-Forman to introduce a Jack Daniel’s RTD, and subsequently, launched the Absolut & Sprite canned cocktail in partnership with Pernod Ricard.
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AB InBev’s Labatt Breweries in Canada has been actively broadening its footprint in the RTD market, as demonstrated by its acquisition of RTD Cocktail maker Goodridge & Williams in 2020.
Goodridge & Williams has garnered acclaim for its assortment of pre-made canned cocktails, notably the immensely popular Nütrl Vodka Soda, which has swiftly risen to prominence as Canada’s premier vodka soda brand since its introduction in 2017.
