Seagram's 7 is one of the most recognized whiskeys to order and is the number 1 selling US spirit of all time. Seagram's 7 is light and mild whiskey that is easy to mix, to serve and easy to call, especially the signature drink 7 & 7. Seagram's 7 is light and mild whiskey that is easy to mix, easy to serve and easy to call - especially the signature drink 7 & 7. Since its launch in 1934, Seagram's 7 has sold over 370 million cases - 4,440 million bottles - giving the brand the distinction of being consumed more often than any other brand in history. In 1941 Seagram decided to differentiate between 5 Crown and 7 Crown by packaging 7 Crown in a dark amber bottle and redesigning the label to emphasize the numeral 7. Seagram's 7 experiences it's biggest volume during the holiday selling period, accounting for 34% of its yearly sales resulting in nearly 1.0MM cs sold. Seagram's 7 is one of the most recognized whiskeys to order and is the number 1 selling US spirit of all time.