Seagram's beverage division was acquired by Diageo, Pernod Ricard, and The Coca-Cola Company in 2000.

Seagram's Seven is typically consumed in a highball in combination with mixers such as ginger ale, cola or lemon-lime soda.

Seven Crown was popular in the 1970s, but saw a decrease in success along with most whiskeys in the 1980s and 1990s when many consumers left for vodka and rum.

[2] In 2018, Diageo made an effort to raise the sales of Seven Crown by introducing the first "National Dive Bar Day," which is unofficially celebrated annually on July 7.

Diageo has since stated that the date was chosen in order to celebrate the "quintessential Dive Bar drink, the 7&7.