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Discontinued: 2020
As the OG of the energy drink market, Jolt Cola began its launch with the slogan “All the sugar and twice the caffeine.” Binged by students and gamers alike before filing for bankruptcy in 2009. The drink made a brief comeback in 2017, exclusively at Dollar General stores. But was gone again in 2020.
Discontinued: 2018
In order to compete with Mountain Dew, the Coca-Cola Company launched Surge, a citrus-flavored energy drink. The drink was popular with teens in the 90s for its massive amounts of caffeine before its abrupt cancellation, sparking fans to crowdfund a Times Square billboard demanding its return. The tactic worked, allowing Surge to be sold exclusively on Amazon.com on a limited basis.
Discontinued: 2011
SoBe Adrenaline Rush was PepsiCo’s fruity energy drink pitched to action sports enthusiasts. The bottle featured the iconic SoBe lizard logo and was quite fruity, according to most accounts. But failed to compete in the health food space.
Discontinued: 2017
Monster Assault was designed with an urban digital camouflage can. It came with a “grimy” flavor profile that many fans described as appealingly “dirty” — a model for future energy drinks by Monster Energy. The company later discontinued and replaced it with a less popular woodland camouflage version.
Discontinued: 2007
The notorious Cocaine Energy Drink was briefly on the market but was shut down abruptly by the FDA in 2007. The company marketed itself as “10 times stronger than Red Bull” with packaging that actually advised customers to “snort it or shoot it,” a marketing plan that led to its demise.
Discontinued: 2011
Vault was Coca-Cola’s hybrid “soda that kicks like an energy drink.” You probably remember it for its theatrical commercials, in which men built robot scarecrows and performed other extreme feats after consumption. The drink never quite held up with popular opinion, and the hybrid soda was discontinued when the company decided to redirect resources toward its citrus cousin, Mello Yello.
Discontinued: 2010
CRUNK!!! Energy Drink, by rapper Lil Jon, launched with a bang. The cans displayed his signature sunglasses-and-bandana look with the slogan “Get Crunk.” But it failed to crank sales.
Discontinued: 2005
Coca-Cola’s KMX Energy drink was developed to compete in the extreme sports market against the likes of RockStar Energy and Red Bull. Known for its scientific test tube-shaped bottles and neon “X” logo. Yet its edgy commercials and adventure-themed promotions failed to garner enough market share.
Discontinued: 2011
Red Bull Cola contained trace amounts (0.13 micrograms per kilogram) of cocaine alkaloids from legally decocainized coca leaf extract. The findings triggered bans in several countries. But it probably had no health risk to the user.
Discontinued: 2007
The underworld-inspired Pimp Juice was rapper Nelly’s short-lived energy drink named after his hit song. The energy drink launched with the audacious slogan “Stay Cool, Stay Paid” emblazoned on its bottles. It failed due to the fading novelty of celebrity-funded ventures.
Discontinued: 2011
BooKoo Energy was influenced by the French military slang “beaucoup” (meaning “a lot”). It pitched itself as high in caffeine content with motocross-themed advertisements. Future company financial struggles would doom it to failure.
Discontinued: 2020
Wanting the TaB brand as a zero-calorie energy drink, Coca-Cola introduced TaB Energy. But, the launch confused consumers with its contradictory marketing, which mixed up the original diet soda with an energy drink advertised to young people.
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Discontinued: 2015
Dr. Enuf launched in 1949 as one of America’s first energy drinks and marketed itself as an “energy building” health tonic in distinctive medicine-style bottles. The formula contained a blend of B vitamins and caffeine that predated modern energy formulations by nearly half a century.
Discontinued: 1999
PepsiCo launched Josta in 1995 as America’s first major brand of energy drink. You might recall its mystical jaguar mascot, which prowled through jungle-themed advertisements. However, the jaguar failed to attract the Gen X consumer the cola giant was gearing up for.
Discontinued: 2007
Mountain Dew MDX was Pepsi’s hybrid experiment, creating a Mountain Dew energy drink. The beverage came with an innovative “maximum dew experience” formula that featured three types of caffeine, like guarana extract.
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