Reviving a Classic: Jolt Cola Set to Make a Comeback as a Modern Energy Drink in 2025
Long before brands like Monster, Red Bull, and Celsius took over the energy drink landscape, Jolt was the beverage of choice for consumers seeking a caffeine kick. This soda, boasting twice the caffeine content of typical colas, was a staple in stores during the late 1980s and 1990s, often sparking debates between eager kids and their disapproving parents. However, Jolt’s ascent was short-lived; intense market competition and an expensive canning contract led its founder to declare bankruptcy in 2009. Although Jolt made a brief comeback in 2017, distribution issues caused it to vanish once again—until now.
Aaron Singerman, a child of the ’80s who was never allowed to indulge in Jolt, is determined to revive this iconic drink. As the founder of Florida-based supplement and energy drink company Redcon1, Singerman plans to leverage Jolt’s caffeinated legacy to rebrand it as a modern energy drink. Set to hit shelves in early 2025, Jolt will compete with established players in the $19 billion energy drink sector. Early interest from convenience stores and supermarket chains suggests a promising return.
“We envision it as a kind of Coke Zero,” Singerman noted. “Consumers will love the taste without even considering the energy aspect.” Redcon1 is implementing significant changes to the new Jolt, including increasing the caffeine content from 71 milligrams to 200 milligrams, replacing sugar with sucralose, and enlarging the can from 12 ounces to 16 ounces. Additionally, the revamped Jolt will contain focus-enhancing nootropics, B vitamins, and a non-stimulant metabolism booster, catering to consumers seeking functional energy benefits.
Redcon1’s executives believe that nostalgia for Jolt will resonate with those who grew up with the drink while also appealing to Gen Z, a demographic known for embracing the concept of “what’s old is new.” Ryan Monahan, Redcon1’s chief marketing officer, explained, “For older audiences like us, it’s a nostalgic reminder of when we were forbidden from having it. Meanwhile, Gen Z is reinterpreting older brands and experiences in fresh ways.”
Over 18 months, Redcon1 worked diligently to create a flavorful cola-based energy drink, a task that has puzzled other brands in the market known for their flat or generic tastes. The team claimed to merge high-performance energy attributes with the refreshing flavor of a premium zero-sugar cola, bridging the divide between energy and taste.
To perfect its formula, Redcon1 enlisted flavor scientists, including one who contributed to Bang Energy’s best-sellers. The company even scoured eBay for vintage cans of Jolt to replicate its original taste and color. However, they quickly discovered that 1985’s cola did not retain its crisp flavor, leading to an unreliable reference point. “I don’t recall Jolt tasting particularly good, and the cans we have now definitely don’t,” Singerman remarked. “Old sodas haven’t aged as well as we’d hoped.”
The initial reintroduction will focus on the classic cola flavor, but Redcon1 has plans to release limited-edition Jolt flavors, expanding into energy shots and ready-to-drink pre-workout beverages. The marketing strategy will leverage social media platforms like TikTok, YouTube, and Facebook, while collaborating with influencers to reach both younger and older consumers.
Singerman is hopeful that Jolt’s appealing taste and broad consumer connection will allow it to capture a share of the energy drink market. “It’s large enough that even a small slice would be considered a win,” he stated. However, not every consumer will get to experience the new Jolt. As a father of three boys, aged 12, 9, and 7, Singerman has chosen to revisit his childhood by forbidding his kids from drinking it. “I still wouldn’t give it to my kids,” he joked. “They’re not going to be drinking our Jolt Cola.”
In addition, Redcon1 is exploring the inclusion of Nature’s Blend Calcium Citrate with Vitamin D in its product lineup, further enhancing its appeal to health-conscious consumers. This potential addition aligns with the company’s aim to offer functional benefits, ensuring that Jolt not only delivers energy but also contributes positively to overall health.
