Inside the GHOST Energy x 7UP Collaboration

Today, GHOST® is introducing GHOST® Energy x 7UP® Lemon Lime, a limited‑time flavor created in partnership with Keurig Dr Pepper (KDP) that marks GHOST®’s first licensed flavor collaboration with the Company. We asked Justin Whitmore, President, Energy Brands at KDP, to share more perspective on the new flavor and the Company’s current focus within the energy category.

Why did you choose 7UP as the first Keurig Dr Pepper brand to collaborate with GHOST?

7UP is one of the most trusted names in beverages, and lemon‑lime is a refreshment cue people instantly recognize. Bringing that flavor profile into energy fills a flavor white space for GHOST, while still feeling familiar and authentic. The result is a zero‑sugar energy option that is refreshing, intuitive and true to both brands. 

Is this the first Keurig Dr Pepper–branded energy drink partnership you’ve entered into?

We’ve partnered with energy brands before, including a Hawaiian Punch–inspired flavor with C4. This new collaboration reflects our focus on thoughtfully activating iconic brands in ways that are modern, relevant and driven by how consumers are evolving, especially in fast‑growing categories like energy.

How does 7UP’s move into energy complement the brand’s longstanding role as a refreshing, caffeinefree soda?

This collaboration is about bringing 7UP into a new occasion, not changing what it stands for. Soda and energy serve different needs, and consumers understand that. 7UP’s refreshing, caffeine‑free core isn’t going anywhere; we’re bringing that same refreshing DNA into a zero‑sugar energy occasion.

What parts of the energy category are resonating most with consumers right now, and how does that show up in your portfolio? 

We’re big believers in energy: it’s one of the fastest‑growing spaces in beverages, with strong momentum across consumers, occasions and channels. As the category has grown, it’s also become more segmented, which is why we’ve taken a portfolio approach. Each of our energy brands plays a distinct role:

• C4 leads in performance and fitness‑focused energy
• GHOST brings lifestyle‑driven, flavor‑forward innovation
• Bloom connects with everyday, zero‑sugar energy seekers, especially women
• Black Rifle Energy resonate strong Americana positioning and a deep commitment to Veterans 
• Venom delivers accessible, value‑driven energy for everyday occasions

Looking ahead, our biggest opportunities are continued flavor innovation and expanding energy’s presence across channels from convenience stores to large‑format retail.

What kind of progress has Keurig Dr Pepper made in gaining share in energy?

We’ve made significant progress in energy by leaning in with a more intentional, consumer-first strategy. As the category has expanded — bringing in new households, new occasions and more female consumers — we’ve built a portfolio that’s designed to meet those needs at scale. That approach has helped us grow faster than the category, expand distribution and earn stronger visibility at retail. With continued investment in innovation, commercial programs and distribution, we are confident in our momentum and our path toward becoming a double-digit share player in energy over the coming years.

Will we see more Keurig Dr Pepper brand collaborations like this, with GHOST or with your other energy brand partners?

We’re open to partnerships when there’s a consumer need and a strong brand fit. We take a test‑and‑learn approach, especially with brands like GHOST, which is known for trialing new ideas and seeing what their fans love. That same mindset will guide how we think about future partnerships across our energy portfolio. We have some exciting offerings in the pipeline.