Jolt Cola is a beverage originally made by The Jolt Company, Inc., of Rochester, New York. From the outset, Jolt's marketing strategy centered on the caffeine content, billing the drink as a means to promote wakefulness. The initial slogan was "All the sugar and twice the caffeine;" this slogan survived for 24 years. This slogan was changed to "Maximum caffeine, more power." In the fall of 1987, the company began marketing a low calorie version, called Jolt 25, which was sweetened with a mixture of sugar and NutraSweet, and had 25 calories per can. Jolt Cola later diversified into additional flavors named Cherry Bomb, Citrus Climax, Orange Blast, White Lightning, Red Eye, and Electric Blue. In 2003, the name was licensed to a Hackensack, New Jersey, company named Gumrunners, Inc., which manufactures a line of caffeinated gum and mints bearing the Jolt label and the slogan "Chew More, Do More." The gum comes in two flavors: Spearmint and Icy Mint. In 2005, Jolt Cola revamped its product line. Jolt Cola changed its logo, and came in "battery bottles" which make a loud popping sound when opened. The cans are resealable aluminum bottles; the body of the bottle was similar to that of a standard aluminum can, but the top had a twist-off aluminum cap with a plastic gasket liner, and in smaller "Quick Fix" cans and "battery" cans. The Jolt Cola website claimed that the "Quick Fix" sizes were available at establishments that serve "adult beverages," for use as a mixer. The flavors of Jolt offered were also changed. Flavors offered were Cola, Blue Raspberry, Cherry Bomb, Silver, Wild Grape, Orange Blast, Passionfruit and Ultra. The Jolt Company filed for bankruptcy in 2009 following a pricing dispute with Rexam for its distinctive cans. In August 2017, Geek.com confirmed that Jolt Cola would return at Dollar General stores in September 2017. This version of Jolt Cola is produced for ECC Jolt, LLC, a New York City-based company. As of July 2020, Jolt Cola is no longer listed on the Dollar General website, and all Jolt Cola social media feeds are inactive. It is unknown if the drink is still in production.
Jolt Energy
Since 2009, Jolt Cola and related flavors have been rebranded as Jolt Energy. Jolt Energy Drink comes in multiple flavors: Power Cola, Orange Burst, Wired Grape, Blue Bolt, Blue Zero Carb, Cherry Bomb, Ultra and Silver. The company now also manufactures and markets a line of caffeinated chewing gums in various flavors, they are marketed under the brand-name Jolt Energy Gum. Jolt Cola was packaged in glass bottles under license by the 7 Upbottling company of California. These are sold on the West Coast, where laws are stricter to encourage use of refillable bottles.
Worldwide
Jolt Cola is also manufactured under license in Australia, Sweden and formerly in the United Kingdom and the Philippines. The German and Swedish supplier uses the old logos, branding and formulation, and only sells the original flavor. Jolt Cola is also available in the Netherlands and Finland. However, Jolt Cola Netherlands is a subsidiary of Jolt Cola Germany. In Ireland, Jolt Cola was sold in bottles in most Eurospars and Dunnes Stores. It was very popular at universities. In Sweden and the Netherlands, Jolt Cola is heavily associated with LAN parties. Desperate fans of the drink paid 37.50kr per can when it was thought that Jolt would be discontinued in 2010. In Australia, Jolt is sold in the traditional cola flavor, as well as lime, root beer, cream soda, and orange flavors. It generally comes in bottles, with 190 mg of caffeine. In 2006 bottle capacities were reduced to . With a caffeine concentration of 47 mg per 100 ml, these bottles contain 282 mg. In Canada and India, Jolt Cola is not available; however, Thums Up, a similar product made by the Hindustan Coca-Cola Beverages Pvt. Ltd., can be found in India. In the 1980s and 1990s, Cott licensed and distributed the brand in Canada, primarily to colleges and universities and the surrounding communities. Jolt Cola was also available in Japan in the late 1980s and early 1990s, through the local distributorship of UCC Ueshima Coffee Co. In the Philippines, Cosmos Bottling Corporation, makers of Sarsi and Pop Cola, entered into a licensing agreement in 1995 to manufacture and distribute Jolt Cola. The license was terminated in 2001 after Cosmos was acquired by Coca-Cola Bottlers Philippines, Inc. In the mid-1990s, it also made headway into Pakistan, but could not survive the competition. Jolt was redistributed after the formula was modified by RG Cola distributor Eduardo Sanchez and Victoria Lambert.
Legacy and influence
The Jolt Awards are annual awards given since 1991 by Dr. Dobb's Journal. The awards logo is modeled on the old Jolt Cola logo and have served Jolt Cola at the event.
