Encyclopedia Dubuque
"Encyclopedia Dubuque is the online authority for all things Dubuque, written by the people who know the city best.”
Marshall Cohen—researcher and producer, CNN
Affiliated with the Local History Network of the State Historical Society of Iowa, and the Iowa Museum Association.
SEVEN-UP BOTTLING COMPANY
SEVEN-UP BOTTLING COMPANY. In 1919, Charles Lieper Grigg worked for a St. Louis, Missouri, manufacturing firm owned by “Vess” Jones. Grigg, the firm’s top salesman, came up with a new orange drink he called Whistle. Imprinted with the slogan, “It’s cloudy in the bottle,” Whistle rose to become the company’s top seller. As a result, Grigg was promoted and assumed the number-two post at the company.
However,problems arose between him and Vess, causing Grigg to find his fame and fortune elsewhere. He founded the Howdy Company in 1920.
Created by the Howdy Corporation in St. Louis, MO, 7UP was an optimistic venture from the very start. After great success with the Howdy Orange drink, company founder C.L. Grigg decided to try his luck with lemons and limes. C.L. Grigg spent more than two years testing over 11 different formulas, all in search of a drink that was refreshing enough to prove irresistible to the people of Missouri and the world at large. In 1929, C.L. Grigg’s bubbliest drink was born.
The public quickly developed a taste for Grigg’s caramel colored lemon-lime soda. Bib-Label Lithiated Lemon-Lime Soda sold, and sold well. As the drink grew more and more popular, the original name was traded in for something short and sweet. Bib-Label Lithiated Lemon-Lime Soda became known as 7UP.
Early advertising featured a winged 7UP logo with copy that read "a glorified drink in bottles only. Seven natural flavors blended into a savory, flavory drink with a real wallop." By 1936 the drink was so successful that Grigg changed the name of The Howdy Corporation to The Seven-Up Company. By the late 1940s, 7UP had become the third best-selling soft drink in the world.
In the decades to follow, 7UP developed iconic branding, setting it apart from industry front-runners. In 1967, 7UP brought the phrase UNCOLA into the national vernacular. The UNCOLA campaign set 7UP apart from its competition and became part of a counter cultural that symbolized being true to yourself and challenging the status quo.
---
Source:
SODA POP NOTES--www.angelfire.com/zine2/thesodafizz/SodaPopNotes.pdf
The 1951 Dubuque City Directory listed 416 Central.
The 1957 Dubuque City Directory listed 465 White.
The 1959 and 1962 Dubuque City Directory listed 100 Garnet.
The 1964 through 1974 Dubuque City Directory listed 2775 University.