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From 1996, the 500ml bottles were marketed as "The Pammy", as their curves were designed to resemble [[Pamela Anderson]] who was at the height of her popularity in the UK at the time.<ref name=independent160296>{{cite news|last=Fox|first=Genevieve|url=http://www.highbeam.com/doc/1P2-4766439.html|archive-url=https://web.archive.org/web/20130513021828/http://www.highbeam.com/doc/1P2-4766439.html|url-status=dead|archive-date=13 May 2013|title=Mine's a Coke - no, make that a Pammy|newspaper=[[The Independent]]|date=16 February 1996|access-date=27 November 2012}} {{subscription required }}</ref><ref>{{cite web|url=https://www.bbc.co.uk/dna/h2g2/A553187 |title=h2g2 - Cola Drinks |publisher=BBC |access-date=2 November 2010}}</ref> It went on to be launched in France, Belgium and South Africa.<ref name=wp260398>{{cite news|last=Mayer|first=Caroline E.|url=http://www.highbeam.com/doc/1P2-639280.html|archive-url=https://web.archive.org/web/20130513023905/http://www.highbeam.com/doc/1P2-639280.html|url-status=dead|archive-date=13 May 2013|title=Branson Throws The Cola Biz a Curve; Virgin's CEO Plans U.S. Launch for 'Pammy'|newspaper=[[The Washington Post]]|date=26 March 1998|access-date=27 November 2012}}</ref> | From 1996, the 500ml bottles were marketed as "The Pammy", as their curves were designed to resemble [[Pamela Anderson]] who was at the height of her popularity in the UK at the time.<ref name=independent160296>{{cite news|last=Fox|first=Genevieve|url=http://www.highbeam.com/doc/1P2-4766439.html|archive-url=https://web.archive.org/web/20130513021828/http://www.highbeam.com/doc/1P2-4766439.html|url-status=dead|archive-date=13 May 2013|title=Mine's a Coke - no, make that a Pammy|newspaper=[[The Independent]]|date=16 February 1996|access-date=27 November 2012}} {{subscription required }}</ref><ref>{{cite web|url=https://www.bbc.co.uk/dna/h2g2/A553187 |title=h2g2 - Cola Drinks |publisher=BBC |access-date=2 November 2010}}</ref> It went on to be launched in France, Belgium and South Africa.<ref name=wp260398>{{cite news|last=Mayer|first=Caroline E.|url=http://www.highbeam.com/doc/1P2-639280.html|archive-url=https://web.archive.org/web/20130513023905/http://www.highbeam.com/doc/1P2-639280.html|url-status=dead|archive-date=13 May 2013|title=Branson Throws The Cola Biz a Curve; Virgin's CEO Plans U.S. Launch for 'Pammy'|newspaper=[[The Washington Post]]|date=26 March 1998|access-date=27 November 2012}}</ref> | ||
In 2002, a vanilla cola called Virgin Vanilla was launched in the UK by Princes Soft Drinks, ahead of the launch of a similar product from rival Coca-Cola.<ref name=mw121202>{{cite news|url=http://www.highbeam.com/doc/1G1-96134992.html|archive-url=https://web.archive.org/web/20130513023919/http://www.highbeam.com/doc/1G1-96134992.html|url-status=dead|archive-date=13 May 2013|title=Virgin Cola trumps Coca-Cola with first UK launch of vanilla variant. (News).(Virgin Cola to introduce Virgin Vanilla soft drink in United Kingdom)(Brief Article)|newspaper=[[Marketing Week]]|date=12 December 2002|access-date=27 November 2012}}</ref> | |||
On March 2004, Princes Soft Drinks announced that Virgin Cola would undergo a relaunch to focus on the teenage market, while at the same time discontinuing the Vanilla and Caffeine Free varieties.<ref name=mw180304>{{cite news|url=http://www.highbeam.com/doc/1G1-114819845.html|archive-url=https://web.archive.org/web/20130513020345/http://www.highbeam.com/doc/1G1-114819845.html|url-status=dead|archive-date=13 May 2013|title=Virgin Cola relaunch to target teen market.(News)(Brief Article)|newspaper=[[Marketing Week]]|date=18 March 2004|access-date=27 November 2012}}</ref> | |||
===US release=== | |||
In 1998, Branson attended the USA launch of Virgin Cola driving a [[T-54/T-55|T-54/55 tank]] into [[New York City]]'s [[Times Square]].<ref name=pt130598>{{cite news|url=http://www.highbeam.com/doc/1N1-10848FA54412E772.html|archive-url=https://web.archive.org/web/20130513035233/http://www.highbeam.com/doc/1N1-10848FA54412E772.html|url-status=dead|archive-date=13 May 2013|title=VIRGIN COLA TAKES AIM AT COCA-COLA'S SOFT DRINK STRANGLEHOLD|newspaper=[[Post-Tribune (Indiana newspaper)|Post-Tribune]]|date=13 May 1998|access-date=27 November 2012}}</ref><ref name=wt290898>{{cite news|last=Fisher|first=Eric|url=https://www.questia.com/read/1G1-56762413|title=Virgin Cola faces uphill fight: Britain's new No. 3 gears for area push|newspaper=[[The Washington Times]]|date=29 August 1998|access-date=}}{{dead link|date=July 2021}}</ref> It subsequently agreed distribution channels with US retailers such as [[Target Corporation|Target]].<ref name=wt290898/> Virgin Drinks USA, the company dealing in Virgin Cola's US market, closed in April 2001, having managed to establish just a 0.5% share of the market by volume.<ref name=mw270701>{{cite news|url=http://www.highbeam.com/doc/1G1-78358297.html|archive-url=https://web.archive.org/web/20130513111839/http://www.highbeam.com/doc/1G1-78358297.html|url-status=dead|archive-date=13 May 2013|title=Will global markets embrace Virgin?|newspaper=[[Marketing Week]]|date=27 July 2001|access-date=27 November 2012}}</ref> | In 1998, Branson attended the USA launch of Virgin Cola driving a [[T-54/T-55|T-54/55 tank]] into [[New York City]]'s [[Times Square]].<ref name=pt130598>{{cite news|url=http://www.highbeam.com/doc/1N1-10848FA54412E772.html|archive-url=https://web.archive.org/web/20130513035233/http://www.highbeam.com/doc/1N1-10848FA54412E772.html|url-status=dead|archive-date=13 May 2013|title=VIRGIN COLA TAKES AIM AT COCA-COLA'S SOFT DRINK STRANGLEHOLD|newspaper=[[Post-Tribune (Indiana newspaper)|Post-Tribune]]|date=13 May 1998|access-date=27 November 2012}}</ref><ref name=wt290898>{{cite news|last=Fisher|first=Eric|url=https://www.questia.com/read/1G1-56762413|title=Virgin Cola faces uphill fight: Britain's new No. 3 gears for area push|newspaper=[[The Washington Times]]|date=29 August 1998|access-date=}}{{dead link|date=July 2021}}</ref> It subsequently agreed distribution channels with US retailers such as [[Target Corporation|Target]].<ref name=wt290898/> Virgin Drinks USA, the company dealing in Virgin Cola's US market, closed in April 2001, having managed to establish just a 0.5% share of the market by volume.<ref name=mw270701>{{cite news|url=http://www.highbeam.com/doc/1G1-78358297.html|archive-url=https://web.archive.org/web/20130513111839/http://www.highbeam.com/doc/1G1-78358297.html|url-status=dead|archive-date=13 May 2013|title=Will global markets embrace Virgin?|newspaper=[[Marketing Week]]|date=27 July 2001|access-date=27 November 2012}}</ref> | ||
A bottle of Virgin Cola can be seen on the coffee table in [[Monica Geller|Monica]] and [[Rachel Green|Rachel]]'s apartment in the ''[[Friends]]'' episode "[[The One with Joey's Bag]]" that first aired in the U.S. on 4 February 1999. Branson had previously appeared in an episode and was said to be a fan of the show. A can of Virgin Cola appears in ''[[Ally McBeal]]'' in the title character's refrigerator in the episode "Love Unlimited", first aired on 18 January 1999. In season 4 episode 10 of ''[[Buffy the Vampire Slayer]]'' ("The Hush"), [[Willow Rosenberg|Willow]] is seen drinking a can of Virgin Cola in a scene with [[Buffy Summers|Buffy]]. | A bottle of Virgin Cola can be seen on the coffee table in [[Monica Geller|Monica]] and [[Rachel Green|Rachel]]'s apartment in the ''[[Friends]]'' episode "[[The One with Joey's Bag]]" that first aired in the U.S. on 4 February 1999. Branson had previously appeared in an episode and was said to be a fan of the show. A can of Virgin Cola appears in ''[[Ally McBeal]]'' in the title character's refrigerator in the episode "Love Unlimited", first aired on 18 January 1999. In season 4 episode 10 of ''[[Buffy the Vampire Slayer]]'' ("The Hush"), [[Willow Rosenberg|Willow]] is seen drinking a can of Virgin Cola in a scene with [[Buffy Summers|Buffy]]. | ||
===Decline=== | |||
{{quote box | {{quote box | ||
| quote = “We had a great brand. But Coke had a great brand. The taste of the Cola was maybe marginally better, but it was neither here nor there. So since then what I learned from that was only to go into businesses where we were palpably better than all the competition.” | | quote = “We had a great brand. But Coke had a great brand. The taste of the Cola was maybe marginally better, but it was neither here nor there. So since then what I learned from that was only to go into businesses where we were palpably better than all the competition.” | ||
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According to Branson, a campaign was run by [[The Coca-Cola Company]] against Virgin Cola.<ref name=vc>{{cite web|url=https://www.inc.com/eric-schurenberg/sir-richard-branson-they-set-out-to-squash-us-and-they-did-it-effectively.html |title="They set out to squash us and they did it effectively." |publisher=Inc.com |date= 4 March 2013|accessdate=2021-04-23}}</ref> Originally Coca-Cola did not treat Virgin as a serious competitor, but when Virgin started outselling Coke in the United Kingdom and entered the American market, Coke realised it needed to do something. At the suggestion of a British Coca-Cola executive, Coke assembled teams for an influencing campaign.<ref>{{cite web|url=https://au.sports.yahoo.com/secret-billionaire-richard-branson-apos-100100205.html |title=The Secret of Billionaire Richard Branson's Success |publisher=Yahoo Sports |date=2018-11-01 |accessdate=2021-04-23}}</ref> Its intent was to make deals with retailers that sold Coke and Virgin Cola to get Virgin Cola removed from the shelves.<ref>{{cite book |first=Richard |last=Branson |title=Losing my Virginity |page=402 |publisher=Random House |year=2007 |isbn=978-0753513002}}</ref> Branson admitted Virgin did not know this was going on and it eventually led to a drop in sales.<ref name=cn /> Branson did become aware that the drink had become discontinued in [[Tesco]], the UK's biggest supermarket.<ref>{{Cite web |last=Branson |first=Richard |date=January 2017 |title=How I Made This Podcast with Guy Raz |website=[[NPR]] |url=https://www.npr.org/2017/01/30/511817806/virgin-richard-branson }}</ref> Later the Coke executive would work for [[Lloyds Bank|Lloyds TSB]] and would become the manager of Virgin Group's bank accounts to which Branson, when he found out from her at a dinner, said "I wasn't sure whether to strangle her or not" but forgave her for it.<ref name=cn>{{cite web|author=Catherine Clifford |url=https://www.cnbc.com/2017/02/07/what-richard-branson-learned-when-coke-put-virgin-cola-out-of-business.html |title=What Richard Branson learned when Coke put Virgin Cola out of business |publisher=CNBC |date= 7 February 2017|accessdate=2021-04-23}}</ref><ref>{{cite web|first=Graham |last=Besinger |url=http://www.grahambensinger.com/index.php/episode-guide-2/episode-archive-2/sir-richard-branson/ |title=Sir Richard Branson |publisher=In Depth |date= |accessdate=2021-04-23}}</ref> | According to Branson, a campaign was run by [[The Coca-Cola Company]] against Virgin Cola.<ref name=vc>{{cite web|url=https://www.inc.com/eric-schurenberg/sir-richard-branson-they-set-out-to-squash-us-and-they-did-it-effectively.html |title="They set out to squash us and they did it effectively." |publisher=Inc.com |date= 4 March 2013|accessdate=2021-04-23}}</ref> Originally Coca-Cola did not treat Virgin as a serious competitor, but when Virgin started outselling Coke in the United Kingdom and entered the American market, Coke realised it needed to do something. At the suggestion of a British Coca-Cola executive, Coke assembled teams for an influencing campaign.<ref>{{cite web|url=https://au.sports.yahoo.com/secret-billionaire-richard-branson-apos-100100205.html |title=The Secret of Billionaire Richard Branson's Success |publisher=Yahoo Sports |date=2018-11-01 |accessdate=2021-04-23}}</ref> Its intent was to make deals with retailers that sold Coke and Virgin Cola to get Virgin Cola removed from the shelves.<ref>{{cite book |first=Richard |last=Branson |title=Losing my Virginity |page=402 |publisher=Random House |year=2007 |isbn=978-0753513002}}</ref> Branson admitted Virgin did not know this was going on and it eventually led to a drop in sales.<ref name=cn /> Branson did become aware that the drink had become discontinued in [[Tesco]], the UK's biggest supermarket.<ref>{{Cite web |last=Branson |first=Richard |date=January 2017 |title=How I Made This Podcast with Guy Raz |website=[[NPR]] |url=https://www.npr.org/2017/01/30/511817806/virgin-richard-branson }}</ref> Later the Coke executive would work for [[Lloyds Bank|Lloyds TSB]] and would become the manager of Virgin Group's bank accounts to which Branson, when he found out from her at a dinner, said "I wasn't sure whether to strangle her or not" but forgave her for it.<ref name=cn>{{cite web|author=Catherine Clifford |url=https://www.cnbc.com/2017/02/07/what-richard-branson-learned-when-coke-put-virgin-cola-out-of-business.html |title=What Richard Branson learned when Coke put Virgin Cola out of business |publisher=CNBC |date= 7 February 2017|accessdate=2021-04-23}}</ref><ref>{{cite web|first=Graham |last=Besinger |url=http://www.grahambensinger.com/index.php/episode-guide-2/episode-archive-2/sir-richard-branson/ |title=Sir Richard Branson |publisher=In Depth |date= |accessdate=2021-04-23}}</ref> | ||
By 2007, the Virgin Cola business had reached a limited capacity in the UK, with its distribution license being taken over by [[Silver Spring Soft Drinks|Silver Spring]] in August. In July 2008, the brand announced that it would be relaunched with a product placement deal secured with [[Channel 4]] to promote the drink on its music programme ''T-Mobile Transmission''.<ref name="mw100708">{{cite news|url=http://www.highbeam.com/doc/1G1-181186428.html|archive-url=https://web.archive.org/web/20130513111850/http://www.highbeam.com/doc/1G1-181186428.html|url-status=dead|archive-date=13 May 2013|title=Virgin Cola signs TV show tie-up ahead of relaunch.(Virgin Drinks Group Ltd.)(Brief article)|newspaper=[[Marketing Week]]|date=10 July 2008|access-date=27 November 2012}}</ref><ref>{{Cite web|date=2009-03-01|title=Our Drinks Range|url=http://silverspring.co.uk/pages/products/prod_home.aspx?pg=445|access-date=2021-08-13|archive-url=https://web.archive.org/web/20090301030251/http://silverspring.co.uk/pages/products/prod_home.aspx?pg=445|archive-date=1 March 2009}}</ref> However, the planned relaunch never came into fruition after [[Asda]], the last major supplier of the drink, removed it from their shelves in August 2009 due to poor sales. Silver Spring would eventually collapse into [[administration (law)|administration]].<ref>https://www.kentonline.co.uk/kent-business/county-news/fizz-goes-out-of-silver-spring-s-a72671/</ref> | |||
In 2014, Global Beverage Company Limited, the final international licensee for Virgin Cola, based in [[Bangladesh]], stopped producing the beverage, leading to its total demise.<ref>{{Cite web |date=2013-01-13 |title=Global Beverage Company Limited:: |url=http://www.ahlbd.com/gbcl/ |access-date=2024-02-09 |archive-url=https://web.archive.org/web/20130113144520/http://www.ahlbd.com/gbcl/ |archive-date=13 January 2013 }}</ref> Branson claimed he decided to pull the plug after seeing that Bangladesh was the only remaining success.<ref>{{Cite web |last=Clifford |first=Catherine |date=2017-02-07 |title=What Richard Branson learned when Coke put Virgin Cola out of business |url=https://www.cnbc.com/2017/02/07/what-richard-branson-learned-when-coke-put-virgin-cola-out-of-business.html |access-date=2024-02-10 |website=CNBC |language=en}}</ref> | In 2014, Global Beverage Company Limited, the final international licensee for Virgin Cola, based in [[Bangladesh]], stopped producing the beverage, leading to its total demise.<ref>{{Cite web |date=2013-01-13 |title=Global Beverage Company Limited:: |url=http://www.ahlbd.com/gbcl/ |access-date=2024-02-09 |archive-url=https://web.archive.org/web/20130113144520/http://www.ahlbd.com/gbcl/ |archive-date=13 January 2013 }}</ref> Branson claimed he decided to pull the plug after seeing that Bangladesh was the only remaining success.<ref>{{Cite web |last=Clifford |first=Catherine |date=2017-02-07 |title=What Richard Branson learned when Coke put Virgin Cola out of business |url=https://www.cnbc.com/2017/02/07/what-richard-branson-learned-when-coke-put-virgin-cola-out-of-business.html |access-date=2024-02-10 |website=CNBC |language=en}}</ref> | ||
==Variants== | |||
In addition to Cola, the Virgin brand was also used for other beverages. | |||
{| class="wikitable sortable" | |||
! style="width:10%"|Name | |||
! Year<br />launched | |||
! Notes | |||
! class="unsortable"|{{abbr|Ref.|Reference}} | |||
|- | |||
| Diet Virgin Cola | |||
| 1994 | |||
| A low-calorie variant of the standard Virgin Cola that is sweetened with [[Aspartame]] instead of [[Sugar]] or [[Corn Syrup]]. Known as Virgin Cola Light outside the UK and US. | |||
| | |||
|- | |||
| Virgin Energy | |||
| 1995 | |||
| An [[Energy Drink]] variant, sold in the UK and Italy (as Virgin Hi-Energy). | |||
|<ref>https://www.marketingweek.com/virgin-pulls-back-the-covers-on-energy/</ref> | |||
|- | |||
| Virgin Lips Orange | |||
| 1996 | |||
| An [[Orange (fruit)|Orange]] flavoured variant sold in the UK. | |||
|<ref>https://www.marketingweek.com/virgin-launches-new-soft-drinks/</ref> | |||
|- | |||
| Virgin Lips Lemon-Lime | |||
| 1996 | |||
| An [[Lemon-Lime]] flavoured variant sold in the UK. It was also sold in Italy as Virgin Blue. | |||
|<ref>https://www.marketingweek.com/virgin-launches-new-soft-drinks/</ref> | |||
|- | |||
| Virgin Ginger Beer | |||
| 1996 | |||
| A [[Ginger Beer]] drink sold in the UK. | |||
|<ref>https://www.alamy.com/virgin-cola-launched-its-new-soft-drink-today-thursday-virgin-ginger-beer-inspired-when-richard-branson-tasted-ginger-beer-on-a-trip-to-sri-lanka-which-reminded-him-of-when-he-was-young-the-virgin-team-sought-out-the-perfect-recipe-checking-old-cookery-books-the-final-version-is-a-combination-of-traditional-british-formulas-some-of-which-date-back-over-100-years-see-pa-story-consumer-virgin-image380434212.html</ref> | |||
|- | |||
| Virgin Green | |||
| 1999 | |||
| A [[Bitter orange]] variant sold in Italy. | |||
| | |||
|- | |||
| Virgin Pulp | |||
| 1999 | |||
| A [[Citrus]] drink containing orange pulp, sold in France as a rival to [[Orangina]]. | |||
|<ref> https://www.marketingweek.com/virgin-launches-pulp-to-take-on-orangina/</ref> | |||
|- | |||
| Virgin Ruby | |||
| 1990s | |||
| A [[Strawberry]] variant sold in Singapore. | |||
| | |||
|- | |||
| Virgin Neon Green | |||
| 1990s | |||
| A [[Banana]] and [[Pineapple]] variant sold in Singapore. | |||
| | |||
|- | |||
| Virgin Purple | |||
| 1990s | |||
| A [[Grape]]/[[Berry]] variant sold in Singapore and other Asian territories. | |||
| | |||
|- | |||
| Virgin Pink | |||
| 1990s | |||
| A [[Pomelo]] variant sold in Singapore. | |||
| | |||
|- | |||
| Virgin Cool Blue | |||
| 1990s | |||
| A [[Tutti frutti]] variant sold in Singapore. | |||
| | |||
|- | |||
| Virgin DT (Daytime)<br>Virgin NT (Nighttime) | |||
| 2000 | |||
| Two [[Energy Drink]] variants containing caffeine, taurine, vitamins, and ginseng which were sold in the UK, marketed as a rival to [[Red Bull]]. While both the same beverage, the NT variant is alcoholic and contains 1 1/2 shots of [[Vodka]]. | |||
| <ref>https://www.independent.co.uk/news/business/news/virgin-caffeine-drink-aims-to-challenge-red-bull-283093.html</ref> | |||
|- | |||
| Virgin Mini-V | |||
| 2000 | |||
| A Caffeine-free variant of the standard Virgin Cola, aimed towards the child market. While it contained less sugar than the standard variety, it did not contain any artificial sweeteners. It was discontinued in 2004 when the brand relaunched to focus on the teenage market. | |||
|<ref>https://www.campaignlive.co.uk/article/virgin-cola-aims-healthier-mini-v-young-children/66836</ref><ref name=mw180304>{{cite news|url=http://www.highbeam.com/doc/1G1-114819845.html|archive-url=https://web.archive.org/web/20130513020345/http://www.highbeam.com/doc/1G1-114819845.html|url-status=dead|archive-date=13 May 2013|title=Virgin Cola relaunch to target teen market.(News)(Brief Article)|newspaper=[[Marketing Week]]|date=18 March 2004|access-date=27 November 2012}}</ref> | |||
|- | |||
| Virgin Vanilla | |||
| 2002 | |||
| A [[Vanilla]] cola variant sold in the United Kingdom as the first Vanilla Cola to hit the country, predating [[Coca-Cola Vanilla|Vanilla Coke]]. It was discontinued in 2004 when the brand relaunched to focus on the teenage market. | |||
|<ref name=mw121202>{{cite news|url=http://www.highbeam.com/doc/1G1-96134992.html|archive-url=https://web.archive.org/web/20130513023919/http://www.highbeam.com/doc/1G1-96134992.html|url-status=dead|archive-date=13 May 2013|title=Virgin Cola trumps Coca-Cola with first UK launch of vanilla variant. (News).(Virgin Cola to introduce Virgin Vanilla soft drink in United Kingdom)(Brief Article)|newspaper=[[Marketing Week]]|date=12 December 2002|access-date=27 November 2012}}</ref><ref name=mw180304>{{cite news|url=http://www.highbeam.com/doc/1G1-114819845.html|archive-url=https://web.archive.org/web/20130513020345/http://www.highbeam.com/doc/1G1-114819845.html|url-status=dead|archive-date=13 May 2013|title=Virgin Cola relaunch to target teen market.(News)(Brief Article)|newspaper=[[Marketing Week]]|date=18 March 2004|access-date=27 November 2012}}</ref> | |||
|- | |||
| Virgin Sours | |||
| 2003 | |||
| A soft drink range with a "sour" taste sold in the UK by Princes Soft Drinks. It was available in three flavours: Heek Chillin' Cherry, Raspin' Blue Raspberry and Eye Squeezin' Apple, and was targeted towards a child/teen audience. The product was discontinued at the end of 2004 following low sales. | |||
| <ref>https://www.thegrocer.co.uk/news/youthful-virgin-turns-sour/88101.article</ref><ref>https://www.marketingweek.com/virgin-sours-axed-by-princes-soft-drinks-2/</ref> | |||
|} | |||
==See also== | ==See also== | ||
Latest revision as of 21:28, 19 June 2025
Template:Short description Template:Use dmy dates Template:Infobox Beverage Virgin Cola was a carbonated cola soft drink, launched in 1994. In 2009, it was discontinued in the United Kingdom, and in 2014 it was stopped being made by its final licensee, in Bangladesh.
History
Virgin Cola was set up during the early 1990s in conjunction with Cott, an American-Canadian company that specialises in bottling own-label drinks. Cott was looking for a major international brand that could have worldwide appeal. Virgin Group founder, Richard Branson was looking to widen the Virgin name and to rival the Coca-Cola and Pepsi brands.
Virgin Cola began to hit international shores within its first year. The UK first served the drink on Virgin Atlantic flights, on-board shops on Virgin Trains and also at Virgin Cinemas. The Gulliver's Kingdom chain of theme parks in the UK also sold post-mix Virgin Cola. This led Virgin Cola to agree a distribution deal with British supermarket retailer Tesco in 1994.[1]
A promotional blimp can be seen saving a woman’s life on the show Baywatch, in the episode “The Runaways”, first aired in the U.S. on May 20, 1995. The episode features Richard Branson heavily.
From 1996, the 500ml bottles were marketed as "The Pammy", as their curves were designed to resemble Pamela Anderson who was at the height of her popularity in the UK at the time.[2][3] It went on to be launched in France, Belgium and South Africa.[4]
In 2002, a vanilla cola called Virgin Vanilla was launched in the UK by Princes Soft Drinks, ahead of the launch of a similar product from rival Coca-Cola.[5]
On March 2004, Princes Soft Drinks announced that Virgin Cola would undergo a relaunch to focus on the teenage market, while at the same time discontinuing the Vanilla and Caffeine Free varieties.[6]
US release
In 1998, Branson attended the USA launch of Virgin Cola driving a T-54/55 tank into New York City's Times Square.[7][8] It subsequently agreed distribution channels with US retailers such as Target.[8] Virgin Drinks USA, the company dealing in Virgin Cola's US market, closed in April 2001, having managed to establish just a 0.5% share of the market by volume.[9]
A bottle of Virgin Cola can be seen on the coffee table in Monica and Rachel's apartment in the Friends episode "The One with Joey's Bag" that first aired in the U.S. on 4 February 1999. Branson had previously appeared in an episode and was said to be a fan of the show. A can of Virgin Cola appears in Ally McBeal in the title character's refrigerator in the episode "Love Unlimited", first aired on 18 January 1999. In season 4 episode 10 of Buffy the Vampire Slayer ("The Hush"), Willow is seen drinking a can of Virgin Cola in a scene with Buffy.
Decline
<templatestyles src="Template:Quote_box/styles.css" />
“We had a great brand. But Coke had a great brand. The taste of the Cola was maybe marginally better, but it was neither here nor there. So since then what I learned from that was only to go into businesses where we were palpably better than all the competition.”
—Branson's retrospective on Virgin Cola.[10]
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According to Branson, a campaign was run by The Coca-Cola Company against Virgin Cola.[11] Originally Coca-Cola did not treat Virgin as a serious competitor, but when Virgin started outselling Coke in the United Kingdom and entered the American market, Coke realised it needed to do something. At the suggestion of a British Coca-Cola executive, Coke assembled teams for an influencing campaign.[12] Its intent was to make deals with retailers that sold Coke and Virgin Cola to get Virgin Cola removed from the shelves.[13] Branson admitted Virgin did not know this was going on and it eventually led to a drop in sales.[14] Branson did become aware that the drink had become discontinued in Tesco, the UK's biggest supermarket.[15] Later the Coke executive would work for Lloyds TSB and would become the manager of Virgin Group's bank accounts to which Branson, when he found out from her at a dinner, said "I wasn't sure whether to strangle her or not" but forgave her for it.[14][16]
By 2007, the Virgin Cola business had reached a limited capacity in the UK, with its distribution license being taken over by Silver Spring in August. In July 2008, the brand announced that it would be relaunched with a product placement deal secured with Channel 4 to promote the drink on its music programme T-Mobile Transmission.[17][18] However, the planned relaunch never came into fruition after Asda, the last major supplier of the drink, removed it from their shelves in August 2009 due to poor sales. Silver Spring would eventually collapse into administration.[19]
In 2014, Global Beverage Company Limited, the final international licensee for Virgin Cola, based in Bangladesh, stopped producing the beverage, leading to its total demise.[20] Branson claimed he decided to pull the plug after seeing that Bangladesh was the only remaining success.[21]
Variants
In addition to Cola, the Virgin brand was also used for other beverages.
| Name | Year launched |
Notes | Ref. |
|---|---|---|---|
| Diet Virgin Cola | 1994 | A low-calorie variant of the standard Virgin Cola that is sweetened with Aspartame instead of Sugar or Corn Syrup. Known as Virgin Cola Light outside the UK and US. | |
| Virgin Energy | 1995 | An Energy Drink variant, sold in the UK and Italy (as Virgin Hi-Energy). | [22] |
| Virgin Lips Orange | 1996 | An Orange flavoured variant sold in the UK. | [23] |
| Virgin Lips Lemon-Lime | 1996 | An Lemon-Lime flavoured variant sold in the UK. It was also sold in Italy as Virgin Blue. | [24] |
| Virgin Ginger Beer | 1996 | A Ginger Beer drink sold in the UK. | [25] |
| Virgin Green | 1999 | A Bitter orange variant sold in Italy. | |
| Virgin Pulp | 1999 | A Citrus drink containing orange pulp, sold in France as a rival to Orangina. | [26] |
| Virgin Ruby | 1990s | A Strawberry variant sold in Singapore. | |
| Virgin Neon Green | 1990s | A Banana and Pineapple variant sold in Singapore. | |
| Virgin Purple | 1990s | A Grape/Berry variant sold in Singapore and other Asian territories. | |
| Virgin Pink | 1990s | A Pomelo variant sold in Singapore. | |
| Virgin Cool Blue | 1990s | A Tutti frutti variant sold in Singapore. | |
| Virgin DT (Daytime) Virgin NT (Nighttime) |
2000 | Two Energy Drink variants containing caffeine, taurine, vitamins, and ginseng which were sold in the UK, marketed as a rival to Red Bull. While both the same beverage, the NT variant is alcoholic and contains 1 1/2 shots of Vodka. | [27] |
| Virgin Mini-V | 2000 | A Caffeine-free variant of the standard Virgin Cola, aimed towards the child market. While it contained less sugar than the standard variety, it did not contain any artificial sweeteners. It was discontinued in 2004 when the brand relaunched to focus on the teenage market. | [28][6] |
| Virgin Vanilla | 2002 | A Vanilla cola variant sold in the United Kingdom as the first Vanilla Cola to hit the country, predating Vanilla Coke. It was discontinued in 2004 when the brand relaunched to focus on the teenage market. | [5][6] |
| Virgin Sours | 2003 | A soft drink range with a "sour" taste sold in the UK by Princes Soft Drinks. It was available in three flavours: Heek Chillin' Cherry, Raspin' Blue Raspberry and Eye Squeezin' Apple, and was targeted towards a child/teen audience. The product was discontinued at the end of 2004 following low sales. | [29][30] |
See also
References
External links
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- ↑ a b Script error: No such module "citation/CS1".Template:Dead link
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- ↑ Smith, Edward. What Richard Branson learned when Coke put Virgin Cola out of business, cnbc.com 07 February 2017. Retrieved on 13 May 2022.
- ↑ Script error: No such module "citation/CS1".
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- ↑ https://www.kentonline.co.uk/kent-business/county-news/fizz-goes-out-of-silver-spring-s-a72671/
- ↑ Script error: No such module "citation/CS1".
- ↑ Script error: No such module "citation/CS1".
- ↑ https://www.marketingweek.com/virgin-pulls-back-the-covers-on-energy/
- ↑ https://www.marketingweek.com/virgin-launches-new-soft-drinks/
- ↑ https://www.marketingweek.com/virgin-launches-new-soft-drinks/
- ↑ https://www.alamy.com/virgin-cola-launched-its-new-soft-drink-today-thursday-virgin-ginger-beer-inspired-when-richard-branson-tasted-ginger-beer-on-a-trip-to-sri-lanka-which-reminded-him-of-when-he-was-young-the-virgin-team-sought-out-the-perfect-recipe-checking-old-cookery-books-the-final-version-is-a-combination-of-traditional-british-formulas-some-of-which-date-back-over-100-years-see-pa-story-consumer-virgin-image380434212.html
- ↑ https://www.marketingweek.com/virgin-launches-pulp-to-take-on-orangina/
- ↑ https://www.independent.co.uk/news/business/news/virgin-caffeine-drink-aims-to-challenge-red-bull-283093.html
- ↑ https://www.campaignlive.co.uk/article/virgin-cola-aims-healthier-mini-v-young-children/66836
- ↑ https://www.thegrocer.co.uk/news/youthful-virgin-turns-sour/88101.article
- ↑ https://www.marketingweek.com/virgin-sours-axed-by-princes-soft-drinks-2/