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.