City leaders often tell the story of Chattanooga's connection to Coca-Cola—which was first bottled in the Scenic City—but there is also another local cola story that doesn't get as much attention.
It's the story of Double-Cola, which was founded here in 1922.
The company, which has its corporate headquarters downtown on Market Street, recently rebranded, in part to target a younger audience. And although the products aren't bottled here, the formulas are created locally.
In addition to their traditional cola products, the company's leaders have added new product lines, marketing coordinator Megan Hallar said.
"Rebranding our historical soft drink brands and adding QUAD Energy, Minōku coconut water and Zili tea to our lineup has really helped us gain major attention within the beverage industry, as well as Chattanooga," she said.
This is the first year that the company has branched out beyond its traditional products.
Leaders are working on distribution deals for the new products, which should be available locally soon, she said.
The company's leaders have been participating in an array of community events and have more coming up.
To help raise brand awareness, Double-Cola representatives have recently set up in Center Park to give away free drinks.
And they've started offering free samples at area Bi-Lo stores to remind people, "Yes, Double-Cola is still around," Hallar said.
The feedback has been positive, she said. And many people have said they remember the product from their childhoods. Some members of the younger generation aren't as familiar with the products, so company leaders are working to remedy that.
The company also recently sponsored a burger battle here and has partnered with the Young Professionals Association of Chattanooga.
They've worked with the Chattanooga chapter of the Southern Off-Road Bicycle Association to sponsor some races and will also be sponsoring an upcoming event at RiverRocks.
Double-Cola is also partnering with local board company L2 Boards in a sweepstakes promotion at local Bi-Lo stores.
Area residents can sign up to win a paddleboard—which has a retail price of $899—as well as an L2 Boards standup paddleboard excursion for four and Double-Cola products and merchandise.
Consumers can sign up for the contest through Oct. 13.
Through the partnerships and new products, Double-Cola is gaining more attention from the beverage industry and from Chattanoogans, Hallar said.
"We’re excited to be growing Double-Cola’s presence in our hometown," she also said. "We’re making a point to let everyone know Double-Cola is here in Chattanooga and has extraordinary brands to offer."
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