A winning bottle of 7UP or affiliated beverage contains a prize good for a trip to space on a private suborbital vehicle.
The grand prize is a suborbital trip to the fringe of space, on a yet-to-be-flown craft that's based on SpaceShipOne technology. Why SpaceShipOne? Because the giveaway deal is being put together through the auspices of the X Prize Foundation.
"One of the rules that the [X Prize] teams signed onto in their master team agreement was that the X Prize Foundation would have access to some of the early seats at the going ticket price," Peter Diamandis, the foundation's chairman, explained.