• Prohibition-era St. Louis led to the creation of 7UP
• Cultural market forces, such as those behind beer and water, influenced the drink
• The role of inventor C.L. Grigg
• The original 7UP formula included lithium
St. Louis, Beer, and the Birth of 7UP
St. Louis has a rich history of brewing exceptional beers. Renowned globally for Anheuser-Busch and several unique microbreweries, it’s not hard to understand why the Gateway City holds a special place in the hearts of beer aficionados. However, one of its gifts to the world that is often overlooked is the iconic American soda, 7UP.
Bred from the potent mixture of the city’s cultural and market forces, prohibition-era St. Louis became the crucible in which 7UP was forged. Its heritage traces back to the beer and water industries in the city, which underwent a significant shift during the Prohibition period.
C.L. Grigg: The Architect Behind 7UP
This era of transition in the St. Louis beverage industry presented an opportunity for innovative entrepreneurial minds, including the inventor behind 7UP, C. L. Grigg. Grigg was a savvy marketer who knew the power of advertising and distinctive branding. He capitalized on these changing market trends and boldly launched a new drink, 7UP, amidst the chaos and uncertainty of Prohibition.
Interestingly, the original formula of 7UP was very different from the clear, crisp lemon-lime soda we know today. The concoction literally sparkled with lithium, a mood-stabilizing element, giving a unique spin to the phrase “feel-good drink”.
The Breezy Take
The inception of 7UP is fundamentally a story about adaptation and seizing opportunity during tumultuous times. Where many saw Prohibition as a stumbling block for St. Louis’ robust beverage industry, C.L. Grigg saw it as a chance to create a novel, refreshing product. His shrewd understanding of branding and marketing helped establish 7UP as a key player in the global soft drink market. It reminds us that innovation often sprouts from the soil of adversity and change.
Original article: https://news.stlpublicradio.org/show/st-louis-on-the-air/2023-08-07/washu-professor-digs-into-the-fizzy-history-of-7up-a-st-louis-invention