Labatt, Pepsi collaborate to release new RTD beverage

Labatt Breweries of Canada launches a new brand in its Beyond Beer portfolio: SVNS Hard 7UP, which combines alcohol with the flavour of 7UP.

PepsiCo Canada entered into an agreement with Labatt to create a new product with the flavour of 7UP within the ready-to-drink space.

“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,” said Mike D’Agostini, director of Beyond Beer, Labatt Breweries of Canada. “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.”

“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 flavours,” said Laura Gray, director of White Space Innovation, 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 flavour they love.”