Way back in 1985, a fellow by the name of CJ Rapp changed the soft industry for years to come with his special concoction that would come to be known as Jolt Cola. A few years before that though, he was still a student in college. While he was there, he noticed that his fellow students would mix all kinds of beverages to help them stay awake to finish term papers and study for exams. So when he was able, he set out working on Jolt.
He eventually packed it with 72 milligrams of caffine…which is the maximum amount allowed by the FDA. In the mid-80’s, while other soda makers were promoting the idea of “less is more”, and marketed their products with zero caffine or less caffine, sugar, and calories, Rapp made his reputation by going in the opposite direction. Rapp promoted Jolt by emphasizing that it had twice the caffine found in his competitor’s drinks. By emphasizing that difference, Rapp gave Jolt Cola high visibility, and it wasn’t long until it was featured on the David Letterman Show, Good Morning America, and CNN. He even boldly put the difference right on the can with the slogan, “All the Sugar, Twice the Caffine!”.
In 1987, the company began marketing a new low calorie version of Jolt, and then later diversified the line to include new flavors like CHerry Bomb, Citrus Climax, Orange Blast, and more. In 2005, they revamped the entire line, changed the logo, and even their cans. Instead of the standard soda can, Jolt was suddenly available in a AA battery shaped, aluminum bottle. It wasn’t very long after that that they rebranded themselves as an energy drink. In 2009, Jolt Cola had to file for bankruptcy due to a dispute over pricing for their distinctive cans with their supplier.
But now it’s 2018, and Jolt Cola is again on the market! Since it returned in August of 2017, it has only been available at Dollar General Stores, but it’s available in all of their stores nation-wide. You can also pick up a 4-pack of 16 oz. cans on Amazon. But how does this latest generation on Jolt Cola stack up to it’s predecessor? Check out my review in the video below: