Shasta (soft drink)

Shasta Beverages, Inc.

Shasta Twist decoration at the Shasta headquarters in Hayward, California
Industry	Beverages
Founded	1889, California
Headquarters	Hayward, California, United States
Area served	United States
Products	Soft drink
Parent	National Beverage
Subsidiaries	Shasta West Shasta Beverages International Shasta Midwest Shasta Northwest Shasta Sales Shasta Sweetener Corporation[1]
Website	http://www.shastapop.com

Shasta Soda

Type	Soft drink
Manufacturer	Shasta Beverages
Flavour	various

Shasta Beverages is an American soft drink manufacturer which markets a value-priced soft drink line with a wide variety of soda flavors under the brand name Shasta Soda. The company name is derived from Mount Shasta and an associated spring.

History

Shasta began as The Shasta Mineral Springs Company at the base of Mt. Shasta, California, in 1889. In 1928, the name was changed to The Shasta Water Company. It produced bottled mineral water from Shasta Springs in Northern California. The water was poured into glass-lined railroad cars and shipped off for local bottling.

In 1931, Shasta produced its first soft drink, a ginger ale. Until the 1950s, the company's products were mainly mixers for alcoholic drinks: mineral water, club soda, and ginger ale.

Partially obscured vintage billboard for Shasta Orange Soda (San Francisco, California, 2004)

Shasta introduced new marketing strategies in the 1950s,^[2] which became industry standards: the packaging of soft drinks in cans, the introduction of low calorie soft drinks, and the distribution of cans and bottles directly to grocers through wholesale channels.^[3]

By 1960, Shasta was a well-known brand in the western United States. During the 1960s, under the ownership of Luke Wienecke, Shasta was sold to Consolidated Foods (later known as Sara Lee) and was renamed Shasta Beverages. In 1985, it was acquired by the National Beverage Corp., which also owns the similarly marketed Faygo line of sodas.

Advertising

Ad campaign slogans over the years have included:

• "Shasta! It hasta be Shasta!" (1950s to present)
• "I want a pop, pop, pop! I want a Shhhhhhhhhhhasta, Shasta!" (1980s)

A 1984 Shasta commercial using the second listed slogan was featured in the 2002 M. Night Shyamalan film Signs in the scene where the old man complains about the number of soda commercials on television.

In 2009, the company launched a TV ad campaign and YouTube site.^[4] The commercials show people being hit in the head with a can of Shasta, with the catch line "Some people wouldn't know a good deal if it hit 'em in the head."

Products

In addition to soft drinks, they produce the traditional mixers club soda and tonic water. Shasta introduced at one time a line of flavors targeting Hispanic customers.(‡)

Soda flavors

Shasta produces more than 30 varieties of soda,^[5] including:

Apple Black Cherry Diet Black Cherry California Dreamin' (orange creamsicle) Club Soda Cola Cherry Cola Diet Cola Creme Soda Diet Creme Soda Dr. Shasta (similar in flavor to Dr Pepper) Diet Dr. Shasta

Fiesta Punch Ginger Ale Diet Ginger Ale Grape Diet Grape Grapefruit Zazz Diet Grapefruit Kiwi Strawberry Lemon Lime Twist Mountain Rush (similar in flavor to Mountain Dew) Orange Diet Orange

Pineapple Pineapple Orange Raspberry Creme (vanilla raspberry) Red Pop Root Beer Diet Root Beer Strawberry Diet Strawberry Tiki Punch Tonic Water Very Cherry Twist

Former flavors

Arctic Sun Bubble Gum Chocolate Diet Chocolate Cranberry Guava / Passion Fruit Horchata ‡ (based on the Mexican drink of rice, cinnamon and vanilla) Iced Tea with Lemon Jamaica ‡ (hibiscus flavored) Diet Kiwi Strawberry

Lemonade Mango Red Apple Soda Ruby Red Grapefruit Sangría ‡ (based on the Spanish wine/citrus drink, nonalcoholic) Strawberry Peach Diet Strawberry Peach Tamarindo ‡

Tiki Blue Tiki Mist Tiki Orange Mango Diet Twist Lime Lemon Fruit Punch (both carbonated and still) Vanilla Cola Diet Vanilla Cola Wild Raspberry (1970s)

In 1993, Shasta produced 8oz cans, marketed to children, with flavors such as Mario Punch and Princess Toadstool Cherry.^[6]

During 2003–2006, Shasta sold soft drinks called Shasta Shortz that were marketed to children. Shasta Shortz products were again packaged in 8oz 'mini cans' instead of the typical 12oz soda can, and had sweeter and more candy-like flavors.^[7] Flavors included Bubble Gum, Camo Orange Creme, Chillin' Cherry Punch, Cotton Candy, Rah-Rah Root Beer and Red Grape Stain.

Ingredients

Shasta uses high fructose corn syrup as the sugar source in their drinks. Shasta diet soft drinks use sucralose and acesulfame potassium as non-nutritive sweeteners. Some of their sugar-based drinks, including their cola, use a combination of high fructose corn syrup and sucralose. Ingredients for some of their sodas are as follows^[8] (in decreasing order by % of product):

• Diet Cola: carbonated water, caramel color, phosphoric acid, citric acid, potassium citrate, sucralose, potassium benzoate (a preservative), caffeine, acesulfame potassium, natural flavor
• Root Beer: carbonated water, high fructose corn syrup, caramel color, natural and artificial flavor, potassium benzoate
• Tiki Punch: carbonated water, high fructose corn syrup, citric acid, potassium benzoate, gum acacia, natural and artificial flavor, glyceryl abietate, red 40, sucralose, carbonated water, high fructose corn syrup, citric acid, natural and artificial flavor, potassium benzoate, sucralose, lactic acid, red 40
• Orange Soda: carbonated water, high fructose corn syrup, malic acid, gum acacia, potassium benzoate, glyceryl acetate, yellow 6, natural flavor, calcium disodium EDTA, brominated vegetable oil, citric acid, red 40
• Creme Soda: carbonated water, high fructose corn syrup, potassium benzoate, citric acid, caramel color, artificial flavor, sucralose

References

1. "National Beverage." International Directory of Company Histories. The Gale Group, Inc, 2006. Answers.com 15 Jul. 2008.
2. "History — Shasta". Shastapop.com. Retrieved 2012-10-22.
3. Encyclopedia of Consumer Brands: Consumable products — Google Books. Books.google.com. Retrieved 2012-10-22.
4. • http://www.youtube.com/watch?v=tkP6x38vlx8&feature=player_embedded Shasta YouTube Commercials - 2010
5. "Flavors — Shasta". Shastapop.com. Retrieved 2012-10-22.
6. "Sarasota Herald-Tribune". Google News. Retrieved 2013-03-05.
7. "Mini Cans: Less is More". Businessweek. 2006-04-12. Retrieved 2012-10-22.
8. product nutrition labels, ca. 2011

External links

• Shasta Beverages website