What Really Happened To SoBe Drinks?

Folks who recall witnessing the first airing of the X-Games and dutifully attending to their Tamagotchi also remember quenching their thirst with a SoBe drink while experiencing these treasured memories. The vibrant glass bottles of non-carbonated teas and fruit juice blends stood apart from traditional beverage choices when you were perusing the drink aisle at your local Circle K, and for a time, it seemed as though they would always dominate the market. But like some of the cherished snacks that were discontinued in the 1990s, they were in everyone's hands one minute and gone the next.

First releasing its Black Tea 3G in 1996, it wasn't long until SoBe drinks came out with a bevy of other flavors, all packaged with the unforgettable twin lizards icon emblazoned on every bottle. As occurs when a small company strikes gold in the market, mega-beverage producer PepsiCo took note of SoBe's success and acquired the company in 2000, and the South Beach Beverage Company shortened its name to SoBe soon after in 2001. Initially, this helped the company's products reach a wider audience, but eventually, its unique appeal was gone like the 90s.

The company started to struggle in the mid-2000s when the segment became crowded with other energy drinks. Not long after, it switched from manufacturing its product in glass bottles to the more traditional plastic ones most other refreshments on the market used. While a cost-saving measure, the glass bottles were one of the key things that made SoBe distinctive, and wide distribution of the drink soon dried up. 

When the South Beach Beverage Company first hit the scene, the beverage landscape was stale with the latest variations of the same familiar sodas. Black Tea 3G's blend of herbal ingredients like guarana, ginseng, and ginkgo was like a breath of fresh air. These nootropic elements were proposed to invigorate the body and mind and were welcomed with open arms by consumers as a sugary soda alternative.

As other vibrant and colorful flavors were released, it became even more apparent SoBe drinks weren't like anything else on the market. They met a demand for a thirst-quenching option with low calorie content and focused more on the consumer's well-being. It also stood out with its packaging. Before SoBe, most refreshments inside drink coolers at your local convenience store came in plastic bottles. Buying something in a glass bottle felt like you were purchasing a product from a company that cared more about your drinking experience, and the fun little lizards on the packaging added to the appeal.

Despite being featured on popular 90s TV series like "Friends" and Livin' La Vida Loca during celebrity collaborations with Ricky Martin, the iconic beverages eventually vanished like the once beloved discontinued 90s snack, Kudos. Today, a yin-yang of lizards is more likely to be seen tattooed on someone's ankle than on convenience store shelves. However, SoBe does still exist, though getting your hands on some is easier said than done.

PepsiCo still owns SoBe drinks, and though the product isn't entirely discontinued like TaB soda, many of its once popular flavors are. Mr. Green, a carbonated variation tied into "The Grinch" movie in 2002, is no longer available, and SoBe No Fear perished along with the iconic 90s clothing line it was named after. Flavors Adrenaline Rush and Qi also haven't been around for some time, though some of the most prominent varieties, like Green Tea and Citrus Energy, are still accessible – if you know where to find them.

The PepsiCo website indicates that while they can't ship the beverages directly to consumers, fans wanting a nostalgic sip can contact their local supermarket to see if they can special order them. Amazon has a listing for SoBe Water flavors, but many have observed the products are usually unavailable. PepsiCo has a product locator you can use to see if they are sold at a store near you. However, the site specifies that even if it shows up on a search, the beverage may not be on the shelves.

For now, SoBe is down but not out. With enough diligent searching, it is possible to acquire the soda alternative and reminisce about squinting at Magic Eye posters while taking a refreshing swig. The glass bottles might be gone for good, but there is still hope that SoBe drinks will make a comeback, though when that could possibly occur is anyone's best guess.