I covered Jolt Cola on a show a while back, but I've revisited it with some new info and new audio footage and clips.Jolt Cola positioned itself as the "bad boy of colas." Whereas Coke and Pepsi were going the diet root, Jolt would go the opposite direction with more sugar, more calories, and twice the caffeine.They weren't trying to compete with Coke and Pepsi, but to carve out their own small niche. Even if they captured 1% of the market, it would still be worth hundreds of millions of dollars.But their approach of "all the sugar and twice the caffeine" made them hated by the health industry. In reality, they actually didn't have that much caffeine, but the myth of Jolt Cola began to grow...Industry insiders believed they were doomed to fail and gave the company 3-5 years max. But they lasted for over three decades, and here we are today talking about them.By being a part of Patreon, you get first look at this new episode before it gets released into the wild tomorrow. -Jamie
