The Story of 7Up: From Humble Beginnings to Global Success

Charles Liper Grigg, a salesman with no credentials, created the iconic soft drink Seven Up despite facing numerous challenges, including two failed sodas and limited opportunities, and went on to generate billions with his unique formula and marketing skills.

Early Life and Career

Grigg, an advertising salesman in Missouri, had a sharp mind for product appeal and a desire to create something of his own, despite lacking connections in the beverage industry. He studied market behavior, recognizing the high consumer return rates of beverages and the growing popularity of flavored drinks in St. Louis.

After years of working in advertising and sales, Grigg joined the Vest Soda Company in 1919, marking his first real breakthrough in the competitive consumer industry. He developed a carbonated orange drink called Whistle, which gained popularity due to its unique flavor, but he didn’t own the formula or control the company.

Lessons Learned and New Beginnings

As Whistle became profitable, internal conflicts escalated, and Grigg was forced out of the company with no rights or royalties to the drink he invented. This failure led Grigg to realize the importance of ownership and control, and he vowed that his next creation would be fully his, learning a crucial lesson despite being unemployed and financially strained.

Grigg’s next venture was The Howdy Experiment, a drink called Howdy Orange, which struggled to secure distribution and faced mounting production costs, tepid sales, and skepticism from retailers. Despite this, Grigg remained determined and observed a shift in consumer preferences towards lighter, crisper beverages that were not overly sugary.

The Birth of 7Up

Grigg experimented with a lemon-lime flavor blend, aiming to create a unique and broadly appealing formula. He worked on crafting a lemon-lime beverage with natural citrus oils, blending lemon and lime extracts to create a sharp, clean, and refreshing flavor profile. To make the drink stand out, Grigg added a small dose of lithium citrate, drawing from his understanding of patent medicines.

The drink, initially launched as “Bib-Label Lithiated Lemon-Lime Soda” in 1929, gained popularity due to its calming claims and unique blend of flavor and function. After refining the formula and listening to feedback, Grigg rebranded the drink as 7Up in the early 1930s, streamlining the name to make it catchy and memorable.

Rise to Success

7Up carved a niche in the market with a brand rooted in trust and consistency, contrasting with the bold, masculine branding of colas, and benefited from its therapeutic reputation. The brand found a sweet spot between novelty and familiarity, transitioning from a regional curiosity to a national contender, and eventually becoming a household staple with broad consumer appeal.

By the late 1960s, 7UP was performing well and was acquired by Westinghouse Electric Corporation, which provided expanded resources and marketing reach. In the 1970s, 7UP launched its memorable “Uncola” campaign to stand apart from competitors Coca-Cola and Pepsi.

Global Expansion and Legacy

Under Westinghouse ownership, 7UP redefined itself with the “Uncola” campaign, promoting its uniqueness as a clean, crisp, and different drink. The campaign made the brand iconic, increased market share, and brought new attention, laying the foundation for its transformation into a billion-dollar brand.

Today, 7Up is a globally distributed brand valued in the billions, with a legacy rooted in perseverance and innovation. Grigg’s core beliefs in simplicity, clarity, and emotional value shaped the brand, from its early positioning as a nerve-calming refreshment to its later role as the “uncola.” Despite facing failures and setbacks, Grigg persevered and created a foundation for a global brand that would grow into one of the world’s most valuable beverage portfolios.

Key milestones:
- 1929: Launch of Bib-Label Lithiated Lemon-Lime Soda
- 1930s: Rebranding as 7Up
- 1960s: Acquisition by Westinghouse Electric Corporation
- 1970s: Launch of the “Uncola” campaign
- 1980s: Merger with Dr. Pepper and expansion into a global brand
Grigg’s legacy:
- Perseverance and innovation in the face of adversity
- Creation of a unique and iconic brand
- Transformation of a modest skill into lasting influence

Key Vocabulary

Term	Definition	Example Usage
Carbonated	A drink that contains carbon dioxide gas, making it fizzy.	Grigg developed a carbonated orange drink called Whistle, which gained popularity due to its unique flavor.
Lithium Citrate	A compound used in some medications and beverages for its therapeutic properties.	Grigg added a small dose of lithium citrate to his lemon-lime soda, drawing from his understanding of patent medicines.
Patent Medicines	Proprietary medicines that were protected by patent law and often contained secret ingredients.	Grigg’s understanding of patent medicines influenced his decision to add lithium citrate to his lemon-lime soda.
Rebranding	The process of changing the name, image, or identity of a product or company.	Grigg rebranded his drink as 7Up in the early 1930s, streamlining the name to make it catchy and memorable.
Niche Market	A specific segment of a larger market that has its own unique needs or preferences.	7Up carved a niche in the market with a brand rooted in trust and consistency, contrasting with the bold, masculine branding of colas.
Therapeutic Reputation	A reputation for having health benefits or being a remedy for certain ailments.	7Up benefited from its therapeutic reputation, with its calming claims and unique blend of flavor and function.
Uncola Campaign	A marketing campaign launched by 7Up in the 1970s to differentiate itself from other cola brands.	The “Uncola” campaign made the 7Up brand iconic, increased market share, and brought new attention to the company.
Perseverance	The ability to continue trying hard despite difficulties or setbacks.	Grigg’s perseverance in the face of adversity ultimately led to the creation of a unique and iconic brand.
Innovation	The process of introducing new or improved products, services, or processes.	Grigg’s innovation and willingness to experiment with new flavors and ingredients led to the creation of 7Up.
Brand Legacy	The lasting impact or reputation of a brand after its creation.	Grigg’s legacy is one of perseverance and innovation, with 7Up becoming a globally distributed brand valued in the billions.

Watch The Video

7UP Founder: The Poor Salesman Who Turned 7UP Into Billions

Vocabulary Quiz

1. Which word means ‘a person who travels to sell goods or services’?

A) Consumer
B) Salesman
C) Manufacturer
D) Distributor

2. What does ‘carbonated’ mean in the context of beverages?

A) Having a high sugar content
B) Containing a small dose of lithium citrate
C) Fizzy or containing carbon dioxide gas
D) Made with natural citrus oils

3. Which term refers to ‘a product or service that is popular and widely accepted’?

A) Novelty
B) Household staple
C) Therapeutic reputation
D) Unique formula

4. What is meant by ‘niche in the market’?

A) A large share of the market
B) A small, specialized segment of the market
C) A type of marketing campaign
D) A brand’s therapeutic reputation

5. What does ‘perseverance’ mean in the context of Charles Liper Grigg’s story?

A) Giving up in the face of failure
B) Continuing to try hard despite obstacles or setbacks
C) Having a unique formula for a product
D) Being a successful salesman

Answer Key:

1. B
2. C
3. B
4. B
5. B

Grammar Focus

Grammar Focus: The Use of the Past Perfect Tense

The past perfect tense is used to describe an action that occurred before another action in the past. It is formed using the auxiliary verb “had” + the past participle of the main verb. For example, in the sentence “He had worked in advertising and sales before he joined the Vest Soda Company,” the past perfect tense “had worked” indicates that the action of working in advertising and sales occurred before the action of joining the Vest Soda Company. This tense is useful for showing cause and effect, or for describing a sequence of events in the past. In the context of the story of 7Up, the past perfect tense can be used to describe Grigg’s experiences and challenges before he created the iconic soft drink, such as “He had faced numerous challenges, including two failed sodas, before he created 7Up.”

Grammar Quiz:

1. By the time Grigg created 7Up, ____________________ several failed sodas.

A) he had launched

B) he launches

C) he had faced

D) he was facing

2. Before Grigg joined the Vest Soda Company, ____________________ in advertising and sales for years.

A) he has worked

B) he worked

C) he had been working

D) he had worked

3. By the 1970s, 7Up ____________________ its memorable “Uncola” campaign.

A) launches

B) had launched

C) was launching

D) has launched

4. Grigg ____________________ a crucial lesson about ownership and control before he created 7Up.

A) learns

B) had learned

C) was learning

D) has learned

5. Before 7Up became a global brand, ____________________ by Westinghouse Electric Corporation.

A) it was acquired

B) it has been acquired

C) it had been acquired

D) it is acquired

Answer Key:

1. C) he had faced

2. D) he had worked

3. B) had launched

4. B) had learned

5. C) it had been acquired