Chattanooga made Double-Cola plans to refresh brand

Chattanooga made Double-Cola plans to refresh brand

May 6th, 2011 by Casey Phillips in Business Around the Region

• What: Double-Cola.

• Company: Double-Cola Co.-USA.

• Address: 537 Market St., No. 100.

• Website: www.double-cola.com

• Telephone: 267-5691.

• Owners: Double-Cola is owned by KJ International. The president of both companies is Alnoor Dhanani.

• What's special: "This is Chattanooga's own soft drink. Other soft drinks are made here, but they weren't invented here. That's pretty special to us," said director of marketing Gina McCommon. The drink is "incredibly smooth and has the perfect balance of sweetness and carbonation," she said. McCommon attributed that balance to Double-Cola by-hand manufacturing process, as opposed to the bulk manufacturing of other soft drinks.

• The origin story: Double-Cola Co., originally named The Good Grape Co., was started in 1922 by partners Charles Little and Joe Foster. In 1962, Little sold the company to Fairmont Foods Co., one of numerous ownership changes until KJ International purchased the company in 1980. In 1999, Double-Cola moved from Broad Street to Market Street.

• How long does it take to make: Two to four days, depending on ambient temperature. Process includes mixing the secret ingredients, batch blending and aging.

• Where it's sold: Double-Cola is distributed internationally. Locally, it's available at area Bi-Los, Food Lions, Kanku's Food Marts and Steve Ray's Midnite Oil in Ooltewah. Within three weeks, it will be available in Mr. Zip convenience stores.

• What it costs: From 89 cents for a 20-ounce bottles to $5 for a 12-pack.

• Future expansions: In the coming weeks, McCommon said, Double-Cola will roll out a complete rebranding of its marketing and packaging.

• Lessons of the trade: "When you introduce something that, in many cases, is a new product, the biggest challenge is letting people know what it is," McCommon said. "We focus on sampling. We find that if you can get the product in people's hands and let them try it, there's greater acceptance of it."