Seagram's Seven Crown, also called Seagram's Seven, or simply Seven Crown, is an
American
American(s) may refer to:
* American, something of, from, or related to the United States of America, commonly known as the "United States" or "America"
** Americans, citizens and nationals of the United States of America
** American ancestry, p ...
blended whiskey
Whisky or whiskey is a type of liquor made from Fermentation in food processing, fermented grain mashing, mash. Various grains (which may be Malting, malted) are used for different varieties, including barley, Maize, corn, rye, and wheat. Whisky ...
produced by
Diageo
Diageo plc ( ) is a British Multinational corporation, multinational alcoholic beverage company, with its headquarters in London, England. It is a major distributor of Scotch whisky and other spirits and operates from 132 sites around the world ...
under the
Seagram
The Seagram Company Ltd. (which trade name, traded as Seagram's) was a Canadian multinational beverage and during the last few years of its existence, entertainment Conglomerate (company), conglomerate formerly headquartered in Montreal, Quebec. ...
's name. Seagram's beverage division was acquired by Diageo,
Pernod Ricard
Pernod Ricard () is a French company best known for its anise-flavoured pastis apéritifs Pernod Anise and Ricard Pastis (often referred to simply as ''Pernod'' or '' Ricard''). The world's second-largest wine and spirits seller, it also produ ...
, and
The Coca-Cola Company
The Coca-Cola Company is an American multinational corporation founded in 1892. It manufactures, sells and markets soft drinks including Coca-Cola, other non-alcoholic beverage concentrates and syrups, and alcoholic beverages. Its stock is lis ...
in 2000. However, Seven Crown was acquired specifically by Diageo.
Seagram's Seven is typically consumed in a
highball
A highball is a mixed alcoholic drink composed of an alcoholic base spirit and a larger proportion of a non-alcoholic mixer, often a carbonated beverage. Examples include the Seven and Seven, Scotch and soda, gin and tonic, screwdriver ...
in combination with
mixers such as
ginger ale
Ginger ale is a carbonated soft drink flavoured with ginger. It is consumed on its own or used as a mixer, often with spirit-based drinks. There are two main types of ginger ale. The golden style is credited to the Irish doctor Thomas Joseph ...
,
cola
Cola is a Carbonation, carbonated soft drink flavored with vanilla, cinnamon, citrus essential oil, oils, and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked br ...
or
lemon-lime soda
A lemon-lime soft drink or lemon-lime soda (also known as lemonade in the United Kingdom, Australia and New Zealand and as cider in Japan and South Korea) is a carbonated soft drink with lemon and lime flavoring.
Description
Lemon-lime soft dr ...
. The
cocktail
A cocktail is a mixed drink, usually alcoholic beverage, alcoholic. Most commonly, a cocktail is a combination of one or more liquor, spirits mixed with other ingredients, such as juices, flavored syrups, tonic water, Shrub (drink), shrubs, and ...
made by mixing Seagram's Seven with
7 Up
7 Up (stylized as 7UP worldwide) or Seven Up is an American brand of Lemon-lime drink, lemon-lime–flavored non-caffeinated soft drink. The brand and formula are owned by Keurig Dr Pepper, although the beverage is internationally distributed ...
(a brand of lemon-lime soda) is known as a "
Seven and Seven
7 (seven) is the natural number following 6 and preceding 8. It is the only prime number preceding a cube.
As an early prime number in the series of positive integers, the number seven has symbolic associations in religion, mythology, supers ...
". It's also often used as an ingredient in
Manhattans
Manhattoe/Manhattoes is a term describing a place and, mistakenly, a people. The location was the very southern tip of the Manhattan island during the time of the Dutch colonization of the Americas at what became New Amsterdam there. The people ...
. Seagram's Seven has an
alcohol by volume
Alcohol by volume (abbreviated as alc/vol or ABV) is a common measure of the amount of Alcohol (drug), alcohol contained in a given alcoholic beverage. It is defined as the volume the ethanol in the liquid would take if separated from the rest ...
content of 40% (80
U.S. proof).
Sales history
Seven Crown was popular in the 1970s, but saw a decrease in success along with most whiskeys in the 1980s and 1990s, when many consumers left for
vodka
Vodka ( ; is a clear distilled beverage, distilled alcoholic beverage. Its varieties originated in Poland and Russia. Vodka is composed mainly of water and ethanol but sometimes with traces of impurities and flavourings. Traditionally, it is ...
and
rum
Rum is a liquor made by fermenting and then distilling sugarcane molasses or sugarcane juice. The distillate, a clear liquid, is often aged in barrels of oak. Rum originated in the Caribbean in the 17th century, but today it is produced i ...
. The brand sold thirty-two million cases in 1970, but only eight million in 1993. It was the first brand to produce and sell 100 million cases, and sold 300 million by 1983. In 2018, Diageo made an effort to raise the sales of Seven Crown by introducing the first "National
Dive Bar
A dive bar is typically a small, unglamorous, eclectic, old-style drinking establishment with inexpensive drinks; it may feature dim lighting, shabby or dated decor, neon beer signs, packaged beer sales, cash-only service, and local clientele. ...
Day," which is unofficially celebrated annually on July 7. Diageo has since stated that the date was chosen in order to celebrate the "quintessential Dive Bar drink, the 7&7." In 2019, Seven Crown is reported to have sold 2.1 million 9-liter cases.
See also
*
References
External links
{{Diageo plc
Diageo brands
Seagram
Whiskies of the United States
American brands