Original Story 9/23/13: Do you know who created the formula for Pepsi? Caleb Bradham, a pharmacist from North Carolina. He invented the drink in 1893, formed from the blend of kola nut extract, vanilla, and oils.
Various BevReview readers have let us know that Pepsi has been market testing a beverage called Caleb’s, presumably named after the brand’s founder. To date, we have not found a trademark filing for this new drink.
Described as an “artisanal cola,” it apparently plays off flavoring from the kola nut, spices, and citrus. The imagery we’ve seen showcases packaging that reminds us a lot of 2009′s Pepsi Natural, including use of a glass bottle and being sweetened with sugar.
What’s interesting about the marketing pitch is the sales approach being done via “pop-up kola bars” and selected retail. The kola bar concept is angling for freshness, with your drink being blended on the spot. One option for selling this drink is via 10 oz bottles, individually or in 4-packs.
The positioning of this product portrays upscale, from the bottle to the natural ingredients, down to the emphasis on robust flavor. It also features lower levels of caffeine.
We’ll keep our eyes open for further developments on this possible addition to the beverage landscape.