The Seven-Up Company's roots go back to 1920, when C. L. Grigg banked on his 30 years of experience in advertising and merchandising to form The Howdy Corporation in St. Louis, Mo. Although he named the company after the Howdy Orange drink he pioneered, his goal was to create a wholesome and distinctive soft drink that would prove irresistible to the nation's consumers.

Grigg spent more than two years testing 11 different formulas of lemon-flavored drinks. He settled on one that fulfilled the characteristics he sought: refreshing and thirst-quenching. Grigg introduced his new soft drink two weeks before the stock market crashed in October 1929. It was a caramel-colored, lithiated lemon-lime soda, which he positioned as a drink with a "flavor wallop" to market alongside the already-successful Howdy Orange drink.

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