Guide Note

SoBe, also known as the South Beach Beverage Company, was a soft-drink manufacturer founded in 1996 that was independently owned until it was purchased in 2000 by PepsiCo. It is now a subsidiary of PepsiCo that continues to produce its signature line of beverages. These drinks feature exotic flavors and ingredients, and employ a cheeky marketing style, which includes unconventional bottling and various phrases on its bottlecaps that parody pop-culture. In addition to beverages, SoBe also produces gum and chocolate products.

Fast Facts

1. Subsidiary of PepsiCo
2. Stock symbol: PEP (NYSE)
3. Annual revenue (2005): $300 million
4. Founders: John Bello and Tom Schwalm
5. Year established: 1996
6. Industry: Beverages
7. Phone: 1-800-588-0548
8. HQ: Norwalk, Connecticut
9. First Product: SoBe Black Tea 3G

Key Dates

1. 1996:
   • -South Beach Beverage Company is incorporated in Norwalk, Connecticut
   • -Releases its first beverage, SoBe Black Tea 3G
2. October, 2000: 90% interest purchased for $370 million by PepsiCo