ATLANTA -- After a 12-year hiatus, The Coca-Cola Co. is bringing back Surge, a citrus-flavored sparkling beverage.
Surge debuted in 1996. The beverage company launched it to compete with Mountain Dew and pulled it when it didn't catch on at the time, according to a SeekingAlpha report.
But the drink had an "enthusiastic fan base," Coca-Cola said. Surge will be available through Amazon.com in 12-packs of 16-oz. cans featuring the brand's original retro design.
"Today marks an important day in The Coca-Cola Co.'s history, because we have so many firsts to celebrate: first re-introduction of a brand that has been discontinued and revived due to popular demand, first launch to rely solely on social and digital media and first re-introduction of a brand via ecommerce," said Wendy Clark, president of sparkling and strategic marketing for Coca-Cola North America.
Coca-Cola will sell a limited supply of Surge through www.amazon.com/surge with the potential to expand to other retailers. Fans can follow the brand's journey on @Surge on Twitter.
Over the years, Surge has achieved a cult following, said the company. Popular online sites have cited it in articles and posts on 1990s nostalgia, and the product's absence has spawned online fan groups. The largest group, "The Surge Movement," has amassed more than 128,000 Facebook followers while advocating for the return of their favorite beverage.
The decision to reinstate Surge was made, in part, based on The Coca-Cola Co.'s belief in listening to its fans, it said.
"We appreciate the enthusiasm we've seen from tens of thousands of fans nationwide, and we're bringing Surge back, in part, because of them. Future plans for the brand will depend on the level of excitement exhibited by fans across the country. This will be a great learning experience for us and a refreshing opportunity for fans," Clark said.
Atlanta-based Coca-Cola has more than 500 sparkling and still brands. Led by Coca-Cola, the company's portfolio features 17 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply, Georgia and Del Valle. Globally, it is a leading provider of sparkling beverages, ready-to-drink coffees and juices and juice drinks.
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