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Squirt was created in Phoenix in 1938 and started as a local drink and grew into a national brand.
Today, Keurig Dr Pepper owns and distributes Squirt, maintaining the crisp citrus flavor that fans have always loved.
Squirt's staying power stems from its distinct taste—sharper than lemon-lime sodas, mellower than pure grapefruit juice.
Herb Bishop invented Squirt as a grapefruit flavored soda, in Phoenix, Arizona in 1938.
Despite its marketing as a citrus beverage, the drink contained minimal grapefruit juice—less than 2% of its total composition.
Squirt introduced its first mascot in the early 1940s.
The character—a young boy named "Lil' Squirt" — became the company's visual ambassador, crafted specifically to connect with family audiences.
The mascot's influence went beyond advertising—shaping Squirt's visual language and secured the brand's foothold in America's commercial consciousness.
Squirt gained a strong foothold in the American West and Southwest during the 1940s and 1950s.
Its distinct grapefruit taste carved out a clear market position, drawing repeat customers across both regions.
Its regional success created the momentum that would later propel Squirt into national distribution and recognition.
In the 1950s, bartenders discovered Squirt’s potential as a cocktail mixer.
The bright grapefruit flavor enhanced both classic and innovative drinks, transforming Squirt into a vital ingredient behind the bar.
It was especially popular in Mexico, where Squirt became the key ingredient of the Paloma cocktail.
A blend of tequila, Squirt, fresh lime, and salt—has been a favorite Mexican cocktail for decades.
Diet Squirt launched in 1983 as the first U.S. soft drink to use aspartame.
The brand kept its grapefruit flavor while eliminating calories, setting a precedent for aspartame's widespread adoption in diet sodas.
Squirt expanded its product line in the mid-1980s with Diet Squirt Plus, enriching their standard diet formula with vitamin C.
This addition aimed to capitalize on both Diet Squirt's success and growing consumer interest in healthier beverages.
The product failed to gain traction in the market and was discontinued shortly after launch.
In the early 1990s, Squirt tested a frozen dessert concept in Detroit supermarkets.
This Squirt Sorbet translated the brand's signature grapefruit flavor into a frozen format, it was the company's first venture beyond carbonated beverages.
Like Diet Squirt Plus before it, this regional product test proved short-lived.
Squirt has expanded beyond its original grapefruit soda, developing new flavor varieties.
The brand now offers Ruby Red Squirt, which intensifies the grapefruit flavor of the original.
For calorie-conscious customers, Diet Ruby Red Squirt provides the same taste without sugar.
The company ventured into the energy drink market with Squirt Citrus Power, adding caffeine and vitamins to appeal to consumers seeking an energy boost.
Squirt soda has changed hands multiple times since its creation.
Different parent companies have led the brand's direction and market presence over the decades.
Today, Keurig Dr Pepper owns and distributes Squirt, integrating it into their national beverage network.
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