Vault (drink)

Discontinued energy drink

Vault was a carbonated beverage marketed by The Coca-Cola Company as a hybrid between a soft drink and an energy drink. It was introduced in 2005 and discontinued in 2011. The drink was known for its high caffeine content and was marketed with the slogan "Drinks like a soda, kicks like an energy drink."

History

Vault was launched in 2005 as a response to the growing popularity of energy drinks in the United States. The Coca-Cola Company aimed to capture the market segment that desired the taste of a soda with the energy-boosting properties of an energy drink. Vault was positioned as a direct competitor to PepsiCo's Mountain Dew and other similar beverages.

The drink was initially available in select markets before being rolled out nationwide in 2006. It was available in several flavors, including the original Vault, Vault Zero (a sugar-free version), and Vault Red Blitz.

Vault logo

Flavors

Vault was available in a few different varieties:

• Vault Original: The original citrus-flavored version of the drink.
• Vault Zero: A sugar-free version of the original Vault, offering the same taste with fewer calories.
• Vault Red Blitz: A variant with a berry flavor, introduced to expand the product line.

Vault Red Blitz

Marketing

The marketing campaign for Vault was aggressive, targeting young adults and teenagers. The slogan "Drinks like a soda, kicks like an energy drink" was used to emphasize the dual nature of the beverage. Advertisements often featured high-energy activities and sports, appealing to the adventurous and active lifestyle of the target demographic.

Discontinuation

Despite its initial popularity, Vault was discontinued in 2011. The decision to discontinue the product was part of a broader strategy by The Coca-Cola Company to streamline its product offerings and focus on more successful brands. The discontinuation of Vault made way for the introduction of other energy drinks under the Coca-Cola brand, such as NOS Energy Drink and Full Throttle.

Legacy

Vault has maintained a cult following among fans who appreciated its unique taste and energy-boosting properties. Although it is no longer available, it is remembered fondly by those who enjoyed it during its brief time on the market.

Related pages

• The Coca-Cola Company
• Energy drink
• Soft drink
• Mountain Dew