7UP, also stylized as 7 Up or Seven Up, is an American brand of lemon-lime-flavored, carbonated, non-caffeinated soft drink. It was created in the United States by beverage entrepreneur Charles Leiper Grigg and introduced in the late 1920s. Over nearly a century, 7UP has developed into one of the world’s best-known lemon-lime soft-drink brands, competing primarily with products such as Sprite and other lemon-lime sodas.1

As of 2026, ownership differs by market: Keurig Dr Pepper owns and markets 7UP in the United States, while PepsiCo owns and distributes the brand in international markets.

Origins

The story of 7UP begins with Charles Leiper Grigg, a businessman and soft-drink inventor based in St. Louis, Missouri. Grigg had previously worked in advertising and the beverage industry and had developed orange-flavored drinks, including Whistle and Howdy.1

In 1920, Grigg established the Howdy Corporation. After competing in the crowded orange-soda market, he turned his attention toward developing a different type of soft drink. He experimented extensively with lemon and other flavor combinations before settling on a lemon-lime formula.

The resulting beverage was introduced around 1928–1929, shortly before the Wall Street Crash of October 1929. The trademark “SEVEN-UP” had already been registered in 1928.1

The Original Formula

The earliest version of the drink contained lithium citrate, an ingredient that was used in some early soft drinks and patent-medicine-style beverages of the period. Consequently, early versions of the product were associated with the name “lithiated” and were sometimes marketed using health-related claims.21

A commonly repeated account says the original beverage was called “Bib-Label Lithiated Lemon-Lime Soda.” However, historical research has questioned whether this was actually the formal name of the drink; surviving early trademark and advertising evidence instead points to Seven-Up/7 Up as the original brand name.1

Lithium was eventually removed from the beverage’s formulation, and 7UP evolved into the lemon-lime soft drink recognized today.1

Name Origin

The exact origin of the name 7UP remains uncertain.

Several explanations have been proposed over the years. One theory connects the “7” to the original formulation or the seven ingredients; another links it to the seven-ounce bottles in which the beverage was marketed. Other theories connect the number with lithium or with the idea of the drink making consumers feel “up.”1

Importantly, the popular claim that 7UP was named because its pH was above 7 is not correct. The beverage is acidic, like most carbonated soft drinks.

Growth of the Brand

7UP expanded rapidly during the twentieth century and became particularly prominent as the market for carbonated soft drinks grew.

The company eventually became known as The Seven-Up Company, and the brand developed a distinctive identity separate from cola beverages. Instead of competing directly as another cola, 7UP established itself around a light, crisp, refreshing lemon-lime taste.

This positioning became especially important as the American soft-drink market became dominated by major cola brands such as Coca-Cola and Pepsi.

“The Uncola”

One of the most important developments in 7UP’s advertising history was its positioning as “The Uncola.”

Rather than presenting itself as another conventional cola, 7UP emphasized that it was something different: a lighter, refreshing alternative to dark-colored cola drinks.

The concept became a major part of 7UP’s identity and helped establish the brand as a distinctive competitor in the soft-drink market. The “Uncola” positioning remains closely associated with the brand’s historical advertising.

7UP has passed through several different corporate owners during its history.

For much of its early history, the Seven-Up business remained under private ownership associated with its founding interests. In 1978, the company was acquired by Philip Morris. In 1986, the business was divided: PepsiCo acquired the international portion, while the U.S. business went to another group of investors.1

The U.S. business subsequently became associated with Dr Pepper, eventually forming the Dr Pepper/Seven Up business. The corporate lineage later passed through Cadbury Schweppes and Dr Pepper Snapple Group. In 2018, Dr Pepper Snapple Group combined with Keurig Green Mountain to form Keurig Dr Pepper (KDP).

Today, KDP owns 7UP in the United States, while PepsiCo owns the brand in international markets.

This creates an unusual situation in which 7UP and Pepsi are connected in many countries but are not owned by the same company in the United States. PepsiCo itself explicitly notes that 7UP is not a PepsiCo product in the U.S. but is part of PepsiCo’s international beverage portfolio.

7UP is generally characterized by:

• Lemon-lime flavor
• Carbonation
• A clear or colorless appearance
• A sweet, citrus-oriented taste
• A crisp and refreshing mouthfeel
• No caffeine in its standard formulation

The exact formulation can vary between countries and has changed over the brand’s history.

The brand has also introduced numerous variants, including Cherry 7UP, 7UP Zero Sugar, diet/low-calorie versions and other flavors that have appeared in particular markets.1

Modern Products

In response to changing consumer preferences, 7UP has expanded beyond its traditional full-sugar product.

7UP Zero Sugar is positioned as a zero-sugar alternative, while cherry-flavored versions provide another major variation on the traditional lemon-lime profile.

Product availability varies considerably by country because 7UP is managed differently across international markets.

2026 Brand Evolution

In August 2026, Keurig Dr Pepper announced a major U.S. evolution of the 7UP brand, described as its largest brand evolution in more than 15 years. The company introduced a lime-forward reformulation under the name 7UP Lime Lemon, extending the new profile across 7UP Regular, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar. The change was accompanied by updated packaging and a refreshed visual identity.3

KDP described the move as an attempt to make 7UP more distinctive in the highly competitive lemon-lime soft-drink category and to reconnect the brand with its “Original Uncola” heritage.3

The 7UP logo has changed considerably throughout the brand’s history, but the central “7” and “UP” combination has remained the defining visual element.

Modern 7UP branding has traditionally used a strong green color palette, often combined with red and other contrasting colors. The visual identity has frequently emphasized:

• The number 7
• The word UP
• Green as the primary brand color
• Citrus imagery
• Bubbles and carbonation
• A playful, energetic personality

The 2026 U.S. redesign represents another significant evolution of this visual identity.3

7UP has historically differentiated itself through advertising that portrays the drink as fun, refreshing, youthful and unconventional.

Rather than relying solely on the traditional “thirst-quenching soda” message, the brand has often presented itself as an alternative to conventional soft drinks.

Its most famous positioning, “The Uncola,” encapsulates this strategy: 7UP was not trying to be another cola—it was deliberately presenting itself as something outside the traditional cola category.

This helped give 7UP a recognizable personality in a market dominated by a small number of enormous beverage companies.

7UP operates in the lemon-lime soft-drink category, where its most famous competitor is Sprite, a Coca-Cola brand.

Other competitors have included various regional lemon-lime beverages, such as:

• Sprite
• Starry
• Bubble Up
• Schweppes lemon-lime products
• Regional private-label lemon-lime sodas

7UP’s competitive advantage has historically been its longevity, recognizable branding, distinctive advertising and established association with lemon-lime refreshment.

Although 7UP originated in the United States, it has become an international brand.

Outside the U.S., PepsiCo owns the 7UP brand and distributes it in many markets. Distribution arrangements can differ by country. For example, Britvic has historically handled 7UP in the United Kingdom under PepsiCo’s arrangements.

As a result, the exact formula, packaging, available flavors, sugar content, marketing and distribution company can differ from one country to another.

7UP is significant in soft-drink history because it helped establish lemon-lime soda as a major category rather than simply being another cola alternative.

Its history also illustrates several major changes in the beverage industry:

1. The rise of mass-produced carbonated beverages.
2. The transition away from early patent-medicine-style soft drinks.
3. The emergence of sophisticated brand advertising.
4. The growth of multinational beverage corporations.
5. The expansion of diet and zero-sugar products.
6. The increasing importance of distinctive brand identities.
7. The use of flavor reformulation to respond to changing consumer preferences.

Today, 7UP remains one of the world’s recognizable lemon-lime soft-drink brands.

Its corporate structure is unusual: Keurig Dr Pepper controls the brand in the United States, while PepsiCo controls it internationally.

In the U.S., the brand is currently undergoing a new phase of development, with KDP’s 2026 lime-forward reformulation and visual redesign intended to make 7UP more distinctive for a new generation of consumers.3

Despite changing formulas, owners, packaging and advertising strategies over almost a century, the basic identity of 7UP has remained remarkably consistent: a refreshing, carbonated lemon-lime beverage positioned as an alternative to traditional cola.

• 1920 — Charles Leiper Grigg establishes the Howdy Corporation in St. Louis.1
• 1928 — The “SEVEN-UP” trademark is registered.1
• 1928–1929 — The lemon-lime beverage that becomes 7UP is introduced.
• 1930s — The product’s name and formulation evolve, including the eventual disappearance of “lithiated” from the branding.1
• 1940 — Charles Leiper Grigg dies.1
• 1940s–1970s — 7UP grows into a major American soft-drink brand.
• 1978 — Philip Morris acquires The Seven-Up Company.1
• 1986 — The U.S. and international portions of the business are separated; PepsiCo acquires the international business.1
• 1980s–1990s — 7UP becomes closely associated with the Dr Pepper corporate family in the U.S.
• 2008 — Dr Pepper Snapple Group becomes the major successor company for the U.S. business.
• 2018 — Keurig Green Mountain and Dr Pepper Snapple Group combine to create Keurig Dr Pepper.
• 2026 — KDP announces a major U.S. 7UP redesign and lime-forward reformulation.3

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2. 7 UP St. Louis businessman Charles L. Grigg launc
3. 7UP Puts Lime in the Spotlight With Its Biggest Brand Evolution in More Than 15 Years