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Long before Monster, Red Bull and Celsius dominated the energy drink market, consumers were drinking Jolt.
The soda, which has twice the caffeine of other colas, became a mainstay on shelves in the late 1980s and 1990s, often becoming a source of contention between kids eager to try it and parents who were quick to reject it.
Just as quickly as Jolt appeared, he disappeared. Market competition and expensive canning contracts led Jolt to file for bankruptcy in 2009. Jolt briefly returned to the market in 2017, but failed to gain traction due to lack of distribution and has since disappeared again.
Aaron Singerman, a child of the 1980s who wasn’t allowed to drink Jolt back then, is confident the buzzy drink didn’t drain his energy. Singerman, founder of Florida supplement and energy drink company Redcon1, is bringing back the iconic drink. But this time, the 44-year-old is doubling down on the caffeinated Jolt’s reputation and repositioning it as an energy drink.
Jolt is expected to relaunch in early 2025 to compete with other popular brands in the crowded $19 billion energy drinks market. Redcon1 is receiving early interest in Jolt from convenience store and supermarket chains.
“We think of it like Coke Zero.” singer said. “People will drink it and say, ‘Wow, this is delicious,’ and they won’t even think about the energy component.”
Redcon1 is making several changes to today’s Jolt.
That goes beyond doubling the caffeine content from 71 milligrams to 200 milligrams and switching the sweetener to sucralose instead of sugar. Can sizes are also increasing, from 12 ounces to 16 ounces. Jolt now includes a focus enhancement feature. nootropicVitamin B, non-irritating metabolic booster – appeals to consumers seeking the functional benefits of energy drinks.
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Redcon 1 executives The optimistic nostalgia of the drink will attract consumers who grew up with the brand, while also appealing to Gen Z shoppers, who tend to consume a lot of energy drinks and embrace the “old is new” mantra.
“I remember when older audiences like us couldn’t have that.” Ryan Monahan, Chief Marketing Officer at Redcon1, said: “So there’s that nostalgia play. But if you look at industry trends, some of the old things are coming back with Gen Z, and they’re reimagining these old types of experiences or brands or products in new ways.”
Redcon1 spent 18 months developing a flavorful cola-based energy drink, which the company said confused similar products on the market that often taste bland or generic. Executives said Redcon1 bridges the gap between energy and a crisp, refreshing taste by combining the high-performance energy characteristics consumers demand with the taste of a premium sugar-free cola.
To perfect the cola, Redcon1 hired flavor scientists, including one individual. He helped Bang Energy create several of its best-selling products. Redcon1 also turned to the Internet for help, scouring eBay to buy as many old Jolt cans as he could to recreate the flavor and color. The team quickly realized that starting in 1985, Coke did not retain its crisp, refreshing taste when opened, making it an unreliable standard for taste.
“I don’t remember (Jolt) tasting particularly good. And what we have now doesn’t taste good,” Singerman said. “The 30-year-old soda did not age as well as we had hoped.”
Jolt’s initial reintroduction features include: iconic cola taste. Redcon1 plans additional releases It’s a limited-edition Jolt flavor that gives the brand energy shots and ready-to-drink pre-workout products.
Red Corn 1 The plan is to market the beverage through social media platforms such as TikTok, YouTube, and Facebook, while also working with influencers who have relationships with young and older shoppers.
singer Jolt is optimistic that Jolt’s tastes and ability to connect with a larger consumer base will allow it to capture even a small portion of the energy drink market. The category is “big enough to still win,” he said.
But not all consumers will be able to try the new Jolt. Singerman, the father of three sons aged 12, 9 and 7, is reexamining his own childhood experiences by banning his children from drinking alcohol.
“I still won’t give it to my kids,” he said with a laugh. “They won’t drink our Jolt Coke.”
