What Happened to SoBe Drinks?

Millennials remember this curious beverage craze. Steve Cukrov / Shutterstock

Some local convenience store shelves have remained relatively unaltered over the last few decades. Bright-colored labels and sugar-packed drinks are still in high supply, but beverage fans may recall distinctive glass bottles with two lizards on the label that have seemed to disappear.

This beloved beverage option was called SoBe, and sadly for many, it's been unofficially discontinued since it fell into obscurity in the mid-2000s. Read on to learn what happened to SoBe drinks and how they altered the beverage landscape in the 1990s and 2000s.

Origins of SoBe, the Beloved 90s Energy Drinks

The South Beach Beverage Company dropped its original Black Tea 3G drink in 1996. The "3G" of SoBe drinks came from natural energy-boosting ingredients found in other teas, including ginseng, guarana, and ginko.

Although SoBe drinks often contained high amounts of sugar, they offered enough "healthier" formulas to position their products as more natural alternatives to sodas like Sprite and Coca-Cola.

SoBe also differentiated itself from the pack by offering unique flavors like strawberry daiquiri, "morning patrol," and citrus energy.

In just a few years, the appeal of SoBe elixirs skyrocketed, boosting the product to household brand status. PepsiCo followed the trending market data and impressive sales, deciding to acquire the business for $370 million in 2000.

Why Did SoBe Drinks Fail?

The key to what happened to SoBe drinks is consumers' lack of interest in the wake of a massive wave of new, exciting beverage options. However, you can also argue that when the founders sold their stock in the company, PepsiCo lost sight of what gave the product its initial appeal over competitors.

Failed Promotions

Much of the reduced brand awareness stemmed from PepsiCo's diverse product line that forced the corporation to choose its best products in each sector. Although SoBe drinks and vending machines appeared in a few movies and video games, PepsiCo was forced to allocate promotion funds toward better-performing products like Gatorade or Doritos.

Increased Competition

It's not as if SoBe drinkers woke up one day and decided never to drink their favorite beverage again. Instead, SoBe had to compete with so many up-and-coming products that it slowly faded out of the spotlight.

Redbull, Rockstar, and Monster drinks all grabbed consumers' attention and built loyal followings.

Packaging Matters

Although SoBe Adrenaline Rush and SoBe Lifewater fell flat, one of SoBe's most significant setbacks was PepsiCo's decision to switch to plastic bottles in 2010. Although this change in packaging was cost-effective for the company, it also scrapped the iconic appearance of the glass bottles.