Interview with Founder and CEO of Wetplanet Beverages(Jolt) 02/11/08
Question 1. Who are you and what is the name of your company.
My name is C.J. Rapp and I am the Founder and CEO of Wet Planet Beverages. Yet we prefer informal titles, and I have two: The Dean of Caffeine and Chief Bottle Washer.
Question 2. How many people work for your company?
We have 34 people who work directly for Wet Planet Beverages. And we collaborate with many valued partners having expertise in the fields of marketing, PR, packaging, bottling, accounting, logistics, etc.
Question 3. How long has your company been in the energy drink market?
We believe Jolt was Americas original energy drink. Jolt was first launched in March of 1986. We were the first to recognize that contemporary lifestyles were busier than any generation prior. People are working longer and playing harder. The by-product is occasional exhaustion. And as a result, stimulating beverages are in great demand. Jolt has been transformed over the years. At present Jolt has equal or greater quantities of additives as compared to competing energy drinks. Among the stimulating ingredients are taurine, ginseng, guarana, caffeine and Vit B complex.
Question 4. Who originally came up with the idea for Jolt?
I actually came up with the idea while attending college. I knew there had to be a better way to consume caffeine other than coffee or pills. We sought a thirst-quenching and good tasting energy. Early on, Jolt was coined as the "espresso of colas."
Question 5. Do you consider Jolt to be the first energy drink?
Jolt was undeniably the first. As we scan across the vast energy drink offerings, we can't help but think...“Where d’ya think they got the energy to come up withy all those energy drinks?”
Question 6. When did Jolt switch from a caffeine only drink to a drink with other energy ingredients and why?
We added taurine and amino acids in 2005 and reformulated again in 2006. The latter includes Jolt's current energy formula. And now it comes in six delicious flavors, the newest flavors are Orange Blast, Wild Grape and Passion Fruit.
Question 7. Why did you change the Jolt Logo?
We feel it is important to evolve as a brand. In fact we are soon to launch another major graphics change. Now and in the future, we will always make reference to the original Jolt Icon.
Question 8. Why did you decide to go with the giant battery can and who designed the can?
We refer to the package as the Battery Bottle. The term bottle reinforces the user friendly re-sealable cap. So the re-sealable cap allows consumption over a longer period of time...so the large size just makes it last longer...and delivers great consumer value. That said, smaller sizes of Jolt will be launched before year-end.
Question 9. Who is your products main competition? Energy drinks, Energy shots, energy pills, Coffee?
We believe stimulating products of all kinds compete with Jolt. Today Jolt is a popular energy drink. And also popular are Jolt Energy Gum, Jolt Energy Mints and Jolt Endurance Shots. To follow will be a Jolt Power Powder and Jolt Energy Bar. So six very different and highly distinct consumer products.
Question 10. When and why did you decide create the new Jolt endurance shot?
Jolt Endurance Shot was two years in the making. The 2 oz shooter bottle has become a popular package. It began in Asia about 10 years ago. Once again, we hope Jolt will become a popular brand for all things energy. If we do our job, Jolt will become the best name in the energy business.
Question 11. Jolt has a lot of flavors. Do you plan on any more Jolt flavors in the near future?
We are always coming up with new flavors. Our fans are also very creative and send in flavor ideas daily. We would love to create more flavors, but they have to be delicious!
Question 12. You have a really nice website for Jolt. Do you think a strong web presence is important to an Energy drink company?
Absolutely. Jolt was the first consumer good of any kind to list its website on every label. Online presence is part of the Jolt culture. And it's a way for us to remain in touch with our most loyal brand enthusiasts...who in large part are programmers, developers, gamers and internet surfers. Did you know the computer programming industry's highest recognition of excellence are the Jolt Awards presented by Dr. Dobb's.
Question 13. I think the first energy drink alcohol combo I ever had was jack and Jolt way back when. There seems to be a lot of controversy on the mixing of alcohol and energy drinks. Where do you and your company stand on the subject? Do you still manufacture the Jolt Quick fix drinks?
Like all things related to alcohol, it is important to consume in moderation. But we happen to believe each of our Jolt Energy flavors can make a delicious “adult beverage”. Again this is what makes us different than our competitors which can really only mix with vodka. In addition to Jack & Jolt, two other popular choices are the "Jumper-Cable, which is Captain Morgan and Jolt Power Cola...and a "Blue Goose'" which is Grey Goose and Jolt Blue Raspberry.
Question 14. It seems like there is a new energy drink every few days Do you see the energy drink market cooling off and maybe consolidating in the future? Do you think the market can the market handle the hundreds of energy drinks there are?
There will likely be a lot of offerings for another five or more years. Yet approx. 5-6 brands will pull out of the pack...and will be considered national brands. Like most industry's, there is a lot more to it than what most may think from the outside looking in. A successful product has to have a rare combination of great liquids, cool idea, break-through packaging, and most importantly large funding and strong route-to-market capabilities. The latter two are make-or-break.
Question 16. Ok I heard there is a Jolt Root beer and Cream soda available in Australia. Why no Jolt Root beer here in the USA? I think a Jolt root beer would be great and unique in the USA.
Root beer is an American phenomenon. So we tested a typically American flavor in markets outside of the US. And Jolt Root Beer is indeed popular in Australia.
Question 17.Tell all the Energy drink junkies out there why they should use and support Jolt. Give us your best sales pitch.
Wise Up, Rise Up...and Drink Jolt. Jolt "blows the lid off" the notion that energy drinks have to taste bad to be good. Jolt has equal or greater levels of additives as well known brands, and it tastes fantastic. So "Sip Jolt, and Chug Life" For the shooter fans, the Jolt Endurance Shot is a great combination of power and pleasure. It has zero carbs...and 2,700 mg of energy pack. And with Jolt Gum...you simply chew more to do more!
Make sure you read my review of Jolt Passion Fruit Energy drink