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The Business Page

Welcome to the business page, a blog where I'll take you behind the scenes of greater Rochester's fast-changing economy. My name is Ben Rand, and I intend to introduce you to some of the personalities, concepts and events that make news in business here. I've been a business reporter for eight years in Rochester and a journalist for 18, working in four states. I grew up in Pittsford, but moved away after college for about a decade. My wife and I live in Irondequoit with our two children.

Wednesday, April 19, 2006

Getting a JOLT

I wrote Sunday about Jolt, the Pittsford-based beverage that broke the rules when it was introduced 20 years ago with twice the caffeine of Coke and Pepsi. Jolt really has a remarkable record that I was reminded of when I interviewed founder C.J. Rapp. Not only did the drink become a satirical tool for late night talk-show host David Letterman, but was also featured on a wide-range of Hollywood blockbusters, such as Wayne's World and Jurassic Park. It was also parodied as "Volt" on the MTV classic Beavis and Butthead.

Jolt is working to capitalize on the phenomenon triggered by Red Bull, the quirky Austrian company that has a single beverage now sold in more than 130 countries. The new resealable aluminum can, which holds 23.5 ounces, is getting a lot of traction. Sales of Jolt have doubled over the past year, according to Rapp.

The bottle has a local connection. It was a project spearheaded by Mason Selkowitz Marketing of Penfield.


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