CANADA – Anheuser-Busch InBev and PepsiCo have announced the launch of a new alcoholic beverage, Svns Hard 7Up, in Canada.
The collaboration aims to tap into a burgeoning market segment and cater to evolving consumer preferences.
Labatt Breweries, AB InBev’s Canadian subsidiary, revealed that Svns Hard 7Up, boasting a 7% alcohol by volume (abv), fills an existing gap in the market.
The ready-to-drink (RTD) category in North America has witnessed remarkable growth, doubling over the past two years, with an impressive 104 percent growth rate. Moreover, 84 percent of consumers in the RTD category express a preference for 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.
The beverage will exclusively be available for sale in Canada, with production taking place at Labatt’s London, Edmonton, and Montreal breweries.
Svns Hard 7Up will be offered in 355ml single-serving cans, as well as in six and 12-packs. The product range includes an ‘original’ variant available nationwide, a lemonade SKU sold in select markets, and a malt-based version specifically catering to Quebec.
Mike D’Agostini, Director of Labatt’s ‘beyond beer’ division, highlighted the consumer-driven demand for premium RTD products, affirming the company’s commitment to meeting Canadian preferences while seizing growth opportunities.
This collaboration echoes the trend of major players in the beverage industry joining forces to diversify their portfolios and cater to evolving consumer tastes.
Earlier this year, The Coca-Cola Co. partnered with Brown-Forman to launch a Jack Daniel’s RTD, followed by the introduction of the Absolut & Sprite canned cocktail in collaboration with Pernod Ricard.
AB InBev’s Labatt Breweries in Canada has been actively expanding its presence in the RTD market, evident from its acquisition of RTD Cocktail maker Goodridge & Williams in 2020.
Goodridge & Williams is renowned for its range of ready-to-drink canned cocktails, including the highly successful Nütrl Vodka Soda, which has emerged as Canada’s fastest-growing vodka soda brand since its inception in 2017.
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