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Labatt Breweries, AB InBev’s Canadian subsidiary, and PepsiCo have teamed up to launch an alcoholic version of 7Up in Canada. Labatt Breweries said that the new brand would "deliver on an existing market gap". Available in two flavours – original and lemonade –SVNS Hard 7Up combines alcohol with the flavour of 7Up, featuring 0g of sugar and a 7% ABV per 355ml can. Mike D'Agostini, director of Beyond Beer at Labatt Breweries of Canada, commented: "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". "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 recognisable flavour consumers know and love." Laura Gray, director of white space innovation at PepsiCo Beverages Canada, added: "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. 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."