Jolt Red Eye

Jolt began in 1985, when C.J. Rapp invented the highly caffeinated Jolt Cola. This occurred during a period of soft drink development focused on fewer calories or less sugar. In college he noted that many students created their own blends of drinks trying to stay awake to study. He created Jolt with 72mg of caffeine per serving, which was the most allowed by the FDA. Jolt was the first beverage to feature functional marketing, the idea that certain ingredients were included for a purpose. They also utilized beer distributors, when other soft drinks were distributing through other means. These innovations lead the way for the revolution seen in the beverage industry today. However, with stiff competition from other energy drinks they filed for bankruptcy in 2009. Today, Jolt has been remade into an energy drink rather than being marketed as a soda. It currently falls under the umbrella of Boylan Bottling Works.

I only recently found this bottle at a gas station, it was clearly created before the marketing revamp as the ingredients do not list taurine, guarana or other typical ingredients from energy drinks. In addition, the label still reads Wet Beverages. It has been many years since I had a Jolt Cola and I have never tasted Jolt Red Eye. It has the aroma of a red cream soda but I also notice tiny bits floating in it. The drink carries only a light level of carbonation and the flavor is similar to a red cream soda but smoother. It does not have an acidic bite nor much of an after taste. Perhaps its decline was due to those seeking a bolder flavor or should I say, more "extreme." I find it pretty pleasant but it will take several more minutes to judge it's caffeine feed to my blood stream. Drink if you are a code monkey, cramming for exams, or in need of more pep and don't like the sometimes odd flavors of other energy drinks.