CHICAGO — GHOST has introduced a new limited-time product, GHOST Energy x 7UP Lemon Lime. The release marks its first licensed flavor collaboration with Keurig Dr Pepper.
The launch was announced on April 14. It brings the recognizable lemon-lime soda profile into the energy drink category. The product blends nostalgia-driven flavor with functional ingredients designed for energy and focus.
It is now available at select U.S. retailers, including Target, Walmart, Circle K, and CVS. The rollout is part of the brand’s ongoing expansion into mainstream beverage channels.
The release builds on GHOST’s strategy of partnering with established consumer brands. The goal is to translate familiar flavors into new formats.
In this case, the company worked directly with Keurig Dr Pepper. The aim was to replicate the signature 7UP taste. At the same time, GHOST maintained a distinct identity within its existing energy portfolio.
According to Dan Lourenço, co-founder and CEO of GHOST, the collaboration reflects consumer anticipation. This follows the companies’ earlier partnership announcement.
He said the goal was to deliver a flavor consistent with both brands’ identities. He added that it is designed to stand out in the competitive energy drink segment.
Justin Whitmore, president of energy brands at Keurig Dr Pepper, said the collaboration aligns with shifting consumer demand. He explained that extending recognizable beverage brands into adjacent categories, such as energy, helps meet evolving preferences.
He added that this approach allows companies to maintain familiarity while innovating.
The product also features a metallic can design. It is inspired by classic soda packaging. The design reinforces its connection to legacy soft drink branding. It also positions the product for modern retail shelves.
Industry context: flavor licensing accelerates in the energy category
The launch comes as flavor licensing and brand collaborations continue to gain traction across the CPG and beverage sectors. Energy drink brands, in particular, are increasingly leveraging recognizable flavors to differentiate in a crowded market.
GHOST has previously partnered with brands such as OREO, Sour Patch Kids, and Swedish Fish, signaling a consistent strategy centered on nostalgia and cross-category appeal. By incorporating familiar taste profiles, companies aim to reduce trial friction and attract both existing fans and new consumers.
At the same time, large beverage companies like Keurig Dr Pepper are exploring new growth avenues by extending core brands into adjacent categories. This approach allows them to maintain brand relevance while tapping into high-growth segments like functional beverages.
Why it matters
The GHOST and 7UP collaboration highlights a broader shift in the beverage industry toward cross-category innovation and nostalgia-driven product development. As competition intensifies in the energy drink space, brands are increasingly relying on licensed flavors to create instant recognition and emotional connection with consumers.
For established beverage companies, these partnerships offer a low-risk way to expand brand presence without launching entirely new products from scratch. Meanwhile, challenger brands like GHOST benefit from the credibility and familiarity associated with legacy names.
The strategy reflects a growing emphasis on hybrid positioning—products that combine indulgent, recognizable flavors with functional benefits such as energy and focus. This convergence is shaping the next phase of growth in the CPG beverage market.
Editor’s note: Source86 perspective
For beverage manufacturers and private label brands, the GHOST x 7UP launch underscores the increasing importance of flavor innovation and strategic partnerships in driving product differentiation. Nostalgia-led formulations, combined with functional benefits, are becoming a key lever for attracting attention in saturated categories like energy drinks.
At Source86, we support brands navigating these trends through ingredient sourcing, R&D, bulk supply, and co-manufacturing solutions, helping bring licensed or inspired flavor concepts to market efficiently. Whether developing retail-ready beverages or scaling production, our network ensures supply chains remain agile, compliant, and ready to meet evolving consumer demand. Let’s talk.
FAQs
It is a limited-time energy drink collaboration between GHOST and Keurig Dr Pepper that recreates the lemon-lime flavor of 7UP in a functional beverage format.
The drink is available at select U.S. retailers, including Target, Walmart, Circle K, and CVS.
Licensed flavors help brands tap into existing consumer recognition and nostalgia, making it easier to attract attention and drive trial in competitive categories.
External source: GHOST® Channels Classic Lemon-Lime Nostalgia with New 7up® Energy Drink Launch
