It is the third in a line of premier soft drinks. The newest in the 7UP family . . . amber in color but clear, distinctive tasting but pleasant, exciting but satisfying, it tastes like . . . uh, lets see . . .

"There's nothing quite like it on the market," responded Bruce J. Sims, senior vice president and general manager of 7UP/RC Bottling of Salt Lake City."People have tried to compare the taste with other drinks on the market, but can't. Some say it tastes like a pepper, but then say it doesn't. Other say a cola, but then say it doesn't. It's unique. Different."

The new 7UP Gold, and 7UP Diet Gold will be hitting the market places hard over the next month as the company introduces a soft drink that will round out the company's product line . . . regular 7UP, the No. 1 selling lemon-lime drink in the country; Cherry 7UP, the hottest new soft drink in the market today; and now 7UP Gold, darker in color and bolder in taste, a drink that is expected to compete with the cola market.

The new drink was introduced into the Salt Lake market back in early May. With the new addition, the 7UP Company, the second most identifiable soft drink on the North American continent behind a cola, a recent study found, now has three totally unique products and different products.

The front-runner, the lemon-line 7UP, is the No. 1 selling caffeine-free drink in the country. It offers, as Sims pointed out, "the consumer a choice."

Cherry 7UP was introduced into the Salt Lake market in 1986. Since that time it has become the No. 1 selling cherry drink picked from the shelves and coolers throughout Utah. Several major publication, including the Wall Street Journal and USA Today, have called Cherry 7UP the year's hottest new or "in" product. The American Marketing Association named Cherry 7UP one of the best new products for 1987. Utah is the No. 1 per capita market for 7UP in the country.

According to company officials, the cherry drink has already achieved a 1.7 percent market share.

7UP Gold, Sims added, took eight years to develop. "A lot of testing and research went into this drink before it was brought on the market. They wanted to make sure it was right, that they had a product the consumer would enjoy," he added.

The new soft drink, he continued, will be targeted for the young adult, the individual between 18 and 34.

Called the "Wild Side of 7UP," the drink fits into the lifestyle of young adults who are typically newly independent from school, but are not yet settled into the traditional responsibilities of marriage, children, or careers.

"Such mainstream consumers are wide open to new ideas, attitudes and life styles. They have a tremendous capacity for fun, for good things in life, and often go for the experiences on the wild side," he said.

The market objective is to provide user imagery and product satisfaction sought in high frequency soft drink occasions most commonly filled by darker beverages, such as cola or peppers.

Cherry 7UP, on the other hand, has a more youthful image and regular 7UP is targeted to the younger end of the six to 34 spectrum. Diet 7UP is targeted for the 18 to 34 age group.

Unlike the other two 7UP soft drinks, 7UP Gold does contain caffeine.

MKM Distribution Co., took over the Salt Lake bottling company back in December of 1986 from Philip Morris . It distributes 7UP products throughout most of Utah.

The 7UP brand was created by the founder of The Seven-Up Company, C.L. Grigg, in 1929 in Price's Branch, Mo. At the time of its introduction there were more than 600 other lemon-lime soft drinks on the market. Today the 7UP brand is the number one selling lemon-lime soft drink in the United State and the world, and the number one selling non-caffeine drink in the United States.

The Seven-Up Company markets 7UP through franchised bottling operations in the U.S., Canada and Puerto Rico, and throughout the rest of the world through Seven-Up International.