Launched in 1985, Jolt Cola had “all the sugar and twice the caffeine.” However, in the 1990s energy drinks exploded (Red Bull, Monster, Rockstar). Those brands delivered more caffeine than Jolt and were marketed more aggressively to younger consumers. Once energy drinks took over convenience stores and gas stations, Jolt lost premium shelf space, while it lacked the marketing budget of Coca-Cola, Pepsi, or Red Bull.
