Seven-Up Bottling Company Ltd is a

soft drink A soft drink (see #Terminology, § Terminology for other names) is a class of non-alcoholic drink, usually (but not necessarily) Carbonated water, carbonated, and typically including added Sweetness, sweetener. Flavors used to be Natural flav ...

s manufacturer headquartered in

Lagos Lagos ( ; ), or Lagos City, is a large metropolitan city in southwestern Nigeria. With an upper population estimated above 21 million dwellers, it is the largest city in Nigeria, the most populous urban area on the African continent, and on ...

Nigeria Nigeria, officially the Federal Republic of Nigeria, is a country in West Africa. It is situated between the Sahel to the north and the Gulf of Guinea in the Atlantic Ocean to the south. It covers an area of . With Demographics of Nigeria, ...

. Its shares were previously quoted on the

Nigerian Stock Exchange The Nigerian Stock Exchange (NGX), now Nigerian Exchange Group, is an integrated stock exchange group in Africa founded in 1961 in Lagos. Following the demutualization of the NSE in 2021, NGX Group now has 3 subsidiaries - Nigerian Exchange Limit ...

but after a buyout of outstanding public shares by the investment arm of the founder's family, it became privately owned. Seven-Up Bottling Company Ltd is one of the largest manufacturing companies in Nigeria, producing and distributing some of the nation's most-loved beverages in the country like; Pepsi, 7Up, Mirinda, Teem, Mountain Dew, H2oH!, Lipton Ice Tea, Supa Komando Energy Drink and Aquafina premium drinking water. SBC has nine bottling plants with state-of-the-art manufacturing facilities strategically located across various regions in the country.

History

Production of its first product,

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 ...

started on October 1, 1960. The venture was a brainchild of the El-Khalil family from Lebanon. The family patriarch had founded a transport firm in Nigeria and then decided to divest into the soft drink market to compete with Leventis led Nigerian Bottling Company (NBC). In the 1960s, the firm introduced a brand of howdy products including Howdy, Crush, Howdy Tonic Water, and Howdy Ginger Ale. The firm's initial market was within

Mid-West The Midwestern United States (also referred to as the Midwest, the Heartland or the American Midwest) is one of the four census regions defined by the United States Census Bureau. It occupies the northern central part of the United States. It ...

and Western Nigeria due to the location of its factory at Ijora, Lagos. To raise awareness and compete with NBC, they distributed outdoor branded kiosks to retailers. In the 1970s, after the government promulgated an indigenisation decree, El-Khalil family sold their

transport Transport (in British English) or transportation (in American English) is the intentional Motion, movement of humans, animals, and cargo, goods from one location to another. Mode of transport, Modes of transport include aviation, air, land tr ...

business and concentrated on the bottling business. Faysal El-Khalil, who managed the transport firm, joined Seven-Up and later became its managing director. As the purchasing power of consumers increased, the firm embarked on an expansion programme at the beginning of Nigeria's oil boom during the 1970s. A new factory was built in Oregun and followed by one at Ibadan and then at Aba. The company's push for nationwide coverage has led to factories being built in Kano, Kaduna, Enugu, Benin and Ilorin. Many of its expansion programs were financed with debt. Currently, the firm markets 7-Up, Pepsi, Mirinda, Teem, Supa Komando and Mountain Dew.

Marketing

Seven-Up developed promotions in the late 1980s has a

structural adjustment program A structure is an arrangement and organization of interrelated elements in a material object or system, or the object or system so organized. Material structures include man-made objects such as buildings and machines and natural objects such as ...

adopted by the government led to price increases. The promos involved limited prizes drawn under the crown cork of bottles. Consumers could win money, cars or other gift items during the promos. However, the odds of winning were not favorable and this sometimes led to backlash from segments of the community. Seven-Up has a history of sports sponsorship in Nigeria. The firm sponsors a youth football academy. The firm also introduced 35cl and 50cl bottles of Pepsi.

References

External links

Stainless Steel Bottle
PepsiCo bottlers Drink companies of Nigeria Food and drink companies based in Lagos {{Nigeria-company-stub

History

Marketing

See also

References

External links