REDCON1, IMG Relaunch JOLT Cola

Sports nutrition brand, REDCON1, is bringing back JOLT Cola for a new generation in a deal facilitated by JOLT Cola’s licensing agency, IMG. This partnership combines JOLT’s recognizable brand with REDCON1’s modern, high-energy lifestyle image.  

Originally launched as the first energy drink of the ’80s, JOLT Cola became known for its bold taste and energy boost. Its re-release aims to bring those same qualities to today’s market, with updates for today’s consumers. 

“We are excited to partner with IMG to bring back JOLT Cola,” says Aaron Singerman, founder, REDCON1. “This product holds a special place in the hearts of many, and we are committed to preserving its original essence while enhancing it for today’s consumers.”  

“JOLT Cola is more than just a product; it’s a piece of history,” says Nick Manzo, senior director, licensing, IMG. “We’re thrilled to have brought JOLT and REDCON1 together to reintroduce this iconic product and celebrate its legacy with both loyal fans and a new generation eager to experience the bold energy of JOLT.”  

The new JOLT products will leverage REDCON1’s reputation for high-performance products and quality formulations. The initial launch includes two exclusive flavors in 16-ounce cans, with future extensions planned into ready-to-drink pre-workouts and energy shots. 

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