C. J. Rapp Explained

C.J. Rapp is an American beverage inventor best known for inventing and marketing high-caffeine Jolt Cola.^{[1] [2]}

In 1985, C. J. Rapp developed Jolt Cola, which contains 72 milligrams of caffeine, which is the maximum amount permitted by the US Food and Drug Administration. He attended McQuaid Jesuit High School in Rochester, New York. As a sociology major at SUNY Potsdam, Rapp noticed that students concocted beverages to help them stay awake to finish term papers, complete research projects, pledge in Greek life or study for exams.

At a time when beverage producers were promoting the idea that less is better – that they contained either zero or less caffeine, sugar, or calories – Rapp promoted his cola by emphasizing that it had twice the caffeine found in other colas. In the mid-1980s, the slogan on every bottle and can of Jolt read "Twice the Caffeine."

The approach worked and gave the new product high visibility. Jolt soon appeared on Late Night with David Letterman, Good Morning America and CNN. The maverick cola quickly found its niche market.

Rapp slowly began expanding his product line, which now includes Blu Botl, DNA, Martinelli's, Pirate's Keg, First Tee, and XTC. His company, Wet Planet Beverages, markets ten beverage brands in 22 countries. The company tends to use creative packaging.

See also

• Red Bull

Other sources

• Beer You Can Bet On
• Web site: Still Infused with Faith . BevNet . Jeffrey . Klineman . March 16, 2015 . January 11, 2016 . https://web.archive.org/web/20151220184629/http://www.bevnet.com/magazine/issue/2015/still-infused-with-faith . December 20, 2015 . dead .
• Web site: Jolt founder sues private-equity firm for $31 million . Rochester Business Journal . Will . Astor . November 10, 2009 . January 11, 2016 . https://web.archive.org/web/20160304201026/http://www.rbj.net/article.asp?aID=181902 . March 4, 2016 . dead .
• Web site: Pittsford-based Karma Culture launches national distribution . Brighton-Pittsford Post . Natascha . Yogachandra . August 27, 2009 . January 11, 2016 . https://www.webcitation.org/6eSGaS54a?url=http://www.brightonpittsfordpost.com/x2118935908/Pittsford-based-Karma-Culture-launches-national-distribution . January 11, 2016 . dead .
• Web site: Jolt Cola founder launches new line of nutrient-enhanced drinks . Rochester Business Journal . Mary . Stone . September 8, 2011 . January 11, 2016 . https://web.archive.org/web/20160812042624/http://www.rbj.net/article.asp?aID=188677 . August 12, 2016 . dead .
• Web site: Orange Julius: It Lives! (Dairy Queen is Reviving the Brand) and Three Other Drinks That Should Have Survived the '80s . Broward Palm Beach New Times . Nicole . Danna . August 17, 2012 . January 11, 2016 . https://web.archive.org/web/20160305073755/http://www.browardpalmbeach.com/restaurants/orange-julius-it-lives-dairy-queen-is-reviving-the-brand-and-three-other-drinks-that-should-have-survived-the-80s-6398721 . March 5, 2016 . dead .
• Web site: Jolt Wakes Up to Keyed-Up Category . Ad Age . Brook . Capps . April 16, 2007 . January 11, 2016 . https://web.archive.org/web/20150922021945/http://adage.com/article/news/jolt-wakes-keyed-category/116097/ . September 22, 2015 . dead .

Notes and References

1. Book: A Daily Dose of the American Dream: Stories of Success, Triumph, and Inspiration . Alan Elliott . Thomas Nelson Inc. . 1998 . 9. 9781418571474 . 22 January 2016.
2. • Web site: Jolt Cola maker files for bankruptcy protection . International Business Times . January 29, 2009 . January 11, 2016 . https://web.archive.org/web/20160129094818/http://www.ibtimes.com/jolt-cola-maker-files-bankruptcy-protection-332741 . January 29, 2016 . dead .