||[Jun. 4th, 2005|09:50 pm]
At this moment I am drinking Vault, a new drink by The Coca-Cola Company. A new Mountain Dew killer? Maybe, maybe not.
I just saw the sign for it on our Coke machine by the pool. This thing is apparently brand new; I can't even find reference to it on Coke's website. A Google search yielded some good resources about the new soft drink:
Coca-Cola Vault, Blak, Advance and Option
New York, New York 28 April 2005 - According to Wall Street Journal, Don Knauss, president of Coca-Cola North America, discussed a number of new products at Beverage Forum conference in New York today. Coca-Cola plans to introduce Vault, a replacement for Surge. Coca-Cola is testing in Spain a coffee-flavored cola called Blak. Coca-Cola is also studying a new energy drink derived from Powerade called Advance and a lower-calorie version called Option. Two new diet colas will be released this summer include Diet Coke sweetened with Splenda and Coca-Cola Zero.
Coca-Cola, PepsiCo Look to Strengthen Portfolios
May 3, 2005
ATLANTA, GA -- Coca-Cola announced last week its plans to being test marketing a new citrus-flavored soft drink called Vault. The soft drink company is hoping Vault will lure Mountain Dew loyalists with its lemon/lime citrus taste.
Vault will test in select U.S. markets, according to Coke North American President Don Knauss. The company is current test marketing a coffee-flavored soft drink called Blak in Spain, notes the Wall Street Journal. Knauss also indicated that the company is considering adding vitamins and other health benefits to its soft drinks, such as Fresca.
Coke is planning to launch two new diet soft drinks this summer, including Diet Coke featuring Splenda and Coca-Cola Zero.
I think the label design is really cool. The tagline reads "Drinks like a soda, kicks like an energy drink." It's basically Surge redux as far as taste and caffeine content go, although it goes down smoother than Surge did and, happily, it lacks the flourescent green "nuclear waste" color that was Surge's trademark, in favor of a more Mountain-Dew-like "urine yellow" color. It seems to have a lot more caffeine than either Surge or Mountain Dew; I just finished the 12-oz can and am experiencing a pleasant buzz.
Overall, this is a very good soda; I give it 4 out of 5 stars. Mountain Dew drinkers will probably enjoy it, and if you do, I recommend stocking up. If Surge's track record is any indicator, it won't last long...