Virgin Cola
Virgin Cola was a carbonated cola soft drink, conceptualized by Richard Branson, and launched in 1994 by Virgin Group and Cott Beverage Corporation. The drink was created in an attempt to rival the leading Coca-Cola and Pepsi brands. The drink launched in 1994 in the United Kingdom, and in 1998 in the United States. Other international markets included countries in Europe, the Asia Pacific, the Middle East and Africa, where Virgin Cola was either licensed to local bottling plants, or imported. Virgin Cola often engaged in unconventional marketing initiatives, such as its launch of 'The Pammy', a special edition bottle that resembled the curves of actress and model, Pamela Anderson. In 2001, Virgin Cola left the U.S. market, and the UK bottling license then changed from Cott to Princes Group, and then eventually to Silver Spring Soft Drinks. In 2009, it was discontinued in the UK as its final major stocker, the supermarket Asda, ceased sales. In 2013, it was discontinued by its licensee in the Philippines, and then was discontinued in 2014 by its final licensee in Bangladesh and ceased existence. Branson has since stated in retrospect that Virgin Cola was not much different to Coca-Cola or Pepsi, and learned from the experience to only go into markets where Virgin could be significantly better than the competition.
![]() | |
| Type | Carbonated cola soft drink |
|---|---|
| Introduced | 1994 |
| Discontinued | 2014 |
| Variants | Diet Cola, Vanilla, Lime, Orange, Cloudy Lemon, Blue Lemon |
| Website | www.virgindrinks.com |
Virgin Cola was a carbonated cola soft drink, conceptualized by Richard Branson, and launched in 1994 by Virgin Group and Cott Beverage Corporation. The drink was created in an attempt to rival the leading Coca-Cola and Pepsi brands.
The drink launched in 1994 in the United Kingdom, and in 1998 in the United States. Other international markets included countries in Europe, the Asia Pacific, the Middle East and Africa, where Virgin Cola was either licensed to local bottling plants, or imported. Virgin Cola often engaged in unconventional marketing initiatives, such as its launch of 'The Pammy', a special edition bottle that resembled the curves of actress and model, Pamela Anderson.
In 2001, Virgin Cola left the U.S. market, and the UK bottling license then changed from Cott to Princes Group, and then eventually to Silver Spring Soft Drinks. In 2009, it was discontinued in the UK as its final major stocker, the supermarket Asda, ceased sales. In 2013, it was discontinued by its licensee in the Philippines, and then was discontinued in 2014 by its final licensee in Bangladesh and ceased existence.
Branson has since stated in retrospect that Virgin Cola was not much different to Coca-Cola or Pepsi, and learned from the experience to only go into markets where Virgin could be significantly better than the competition.
History
[edit]Virgin Cola was set up during the early 1990s in conjunction with Cott, an American-Canadian company that specialises in bottling own-label drinks. Cott was looking for a major international brand that could have worldwide appeal. Virgin Group founder, Richard Branson was looking to widen the Virgin name and to rival the Coca-Cola and Pepsi brands.
Virgin Cola began to hit international shores within its first year. The UK first served the drink on Virgin Atlantic flights, on-board shops on Virgin Trains and also at Virgin Cinemas. The Gulliver's Kingdom chain of theme parks in the UK also sold post-mix Virgin Cola. This led Virgin Cola to agree a distribution deal with British supermarket retailer Tesco in 1994.[1]
A promotional blimp can be seen saving a woman’s life on the show Baywatch, in the episode “The Runaways”, first aired in the U.S. on May 20, 1995. The episode features Richard Branson heavily.
From 1996, the 500ml bottles were marketed as "The Pammy", as their curves were designed to resemble Pamela Anderson who was at the height of her popularity in the UK at the time.[2][3] It went on to be launched in Europe, starting with France and Belgium.[4]
In February 1998, Virgin Cola was launched in South Africa.[5]
US release and international expansion
[edit]In 1998, Branson attended the USA launch of Virgin Cola driving a T-54/55 tank into New York City's Times Square.[6][7] It subsequently agreed distribution channels with US retailers such as Target.[7] A can of Virgin Cola appears in Ally McBeal in the title character's refrigerator in the episode "Love Unlimited", first aired on 18 January 1999. In season 4 episode 10 of Buffy the Vampire Slayer ("The Hush"), Willow is seen drinking a can of Virgin Cola in a scene with Buffy. A bottle of Virgin Cola can be seen on the coffee table in Monica and Rachel's apartment in the Friends episode "The One with Joey's Bag" that first aired in the U.S. on 4 February 1999. Branson had previously appeared in an episode and was said to be a fan of the show.
Virgin Drinks USA, the company dealing in Virgin Cola's US market, closed in April 2001, having managed to establish just a 0.5% share of the market by volume.[8] The license for Virgin Cola in the UK then changed from Cott to Princes Soft Drinks.
In 2002, a vanilla cola called Virgin Vanilla was launched in the UK by Princes Soft Drinks, ahead of the launch of a similar product from rival Coca-Cola.[9]
Also in 2002, Virgin Cola entered Tunisia, however would exit the market in 2006; this was via a partnership with Délice Danone, which was 50% owned by Hamdi Meddeb.[10]
On March 2004, Princes Soft Drinks announced that Virgin Cola UK would undergo a relaunch to focus on the teenage market, while at the same time discontinuing the Vanilla and Caffeine Free varieties.[11]
As of 2006, Virgin Cola was bottled in United Kingdom, Bangladesh, Philippines and Tunisia, as well as being available in Afghanistan, China, Europe (France, French West Indies, Italy, Kosovo, Malta and Switzerland), Iraq, Japan, and Nigeria.[12]
By 2007, the Virgin Cola business had reached a limited capacity in the UK, with its distribution license being taken over from Princes Group by Silver Spring in August 2007. In July 2008, the brand announced that it would be relaunched with a product placement deal secured with Channel 4 to promote the drink on its music programme T-Mobile Transmission.[13][14]
Decline
[edit]“We had a great brand. But Coke had a great brand. The taste of the Cola was maybe marginally better, but it was neither here nor there. So since then what I learned from that was only to go into businesses where we were palpably better than all the competition.”
—Branson's retrospective on Virgin Cola.[15]
In August 2009, Asda, the last major UK supplier of Virgin Cola, removed it from their shelves due to poor sales. The UK bottler, Silver Spring, would eventually collapse into administration. No other bottler would acquire the Virgin Cola license in the United Kingdom.[16]
In 2013/4, Asia Brewery in the Philippines discontinued Virgin Cola.[17]
In 2014, Global Beverage Company Limited, the final international licensee for Virgin Cola, based in Bangladesh, stopped producing the beverage, leading to its total demise.[18] Branson claimed he decided to pull the plug after seeing that Bangladesh was the only remaining success.[19]
Legacy
[edit]According to a retrospective by Branson, a campaign was run by The Coca-Cola Company against Virgin Cola.[20] Originally Coca-Cola did not treat Virgin as a serious competitor, but when Virgin started outselling Coke in the United Kingdom and entered the American market, Coke realised it needed to do something. At the suggestion of a British Coca-Cola executive, Coke assembled teams for an influencing campaign.[21] Its intent was to make deals with retailers that sold Coke and Virgin Cola to get Virgin Cola removed from the shelves.[22] Branson admitted Virgin did not know this was going on and it eventually led to a drop in sales.[23] In the United Kingdom, Virgin Cola had become discontinued in Tesco, the UK's biggest supermarket.[24] Later the Coke executive would work for Lloyds TSB and would become the manager of Virgin Group's bank accounts to which Branson, when he found out from her at a dinner, said "I wasn't sure whether to strangle her or not" but forgave her for it.[23][25]
Variants
[edit]In addition to Cola, the Virgin brand was also used for other beverages.
| Name | Year launched |
Notes | Ref. |
|---|---|---|---|
| Diet Virgin Cola | 1994 | A low-calorie variant of the standard Virgin Cola that is sweetened with Aspartame instead of Sugar or Corn Syrup. Known as Virgin Cola Light outside the UK and US. | |
| Virgin Energy | 1995 | An Energy Drink variant, sold in the UK and Italy (as Virgin Hi-Energy). | [26] |
| Virgin Lips Orange | 1996 | An Orange flavoured variant sold in the UK. | [27] |
| Virgin Lips Lemon-Lime | 1996 | A Lemon-Lime flavoured variant sold in the UK. It was also sold in Italy as Virgin Blue. | [27] |
| Virgin Ginger Beer | 1996 | A Ginger Beer drink sold in the UK. | [28] |
| Virgin Green | 1999 | A Bitter orange variant sold in Italy. | |
| Virgin Pulp | 1999 | A Citrus drink containing orange pulp, sold in France as a rival to Orangina. | [29] |
| Virgin Ruby | 1990s | A Strawberry variant sold in Singapore. | |
| Virgin Neon Green | 1990s | A Banana and Pineapple variant sold in Singapore. | |
| Virgin Purple | 1990s | A Grape/Berry variant sold in Singapore and other Asian territories. | |
| Virgin Pink | 1990s | A Pomelo variant sold in Singapore. | |
| Virgin Cool Blue | 1990s | A Tutti frutti variant sold in Singapore. | |
| Virgin DT (Daytime) Virgin NT (Nighttime) |
2000 | Two Energy Drink variants containing caffeine, taurine, vitamins, and ginseng which were sold in the UK, marketed as a rival to Red Bull. While both the same beverage, the NT variant is alcoholic and contains 1 1/2 shots of Vodka. | [30] |
| Virgin Mini-V | 2000 | A Caffeine-free variant of the standard Virgin Cola, aimed towards the child market. While it contained less sugar than the standard variety, it did not contain any artificial sweeteners. It was discontinued in 2004 when the brand relaunched to focus on the teenage market. | [31][11] |
| Virgin Vanilla | 2002 | A Vanilla cola variant sold in the United Kingdom as the first Vanilla Cola to hit the country, predating Vanilla Coke. It was discontinued in 2004 when the brand relaunched to focus on the teenage market. | [9][11] |
| Virgin Sours | 2003 | A soft drink range with a "sour" taste sold in the UK by Princes Soft Drinks. It was available in three flavours: Heek Chillin' Cherry, Raspin' Blue Raspberry and Eye Squeezin' Apple, and was targeted towards a child/teen audience. The product was discontinued at the end of 2004 following low sales. | [32][33] |
See also
[edit]References
[edit]- ^ Hosking, Patrick (16 October 1994). "Virgin deputy shuns new cola". The Independent. Archived from the original on 13 May 2013. Retrieved 27 November 2012.
- ^ Fox, Genevieve (16 February 1996). "Mine's a Coke - no, make that a Pammy". The Independent. Archived from the original on 13 May 2013. Retrieved 27 November 2012. (subscription required)
- ^ "h2g2 - Cola Drinks". BBC. Retrieved 2 November 2010.
- ^ Mayer, Caroline E. (26 March 1998). "Branson Throws The Cola Biz a Curve; Virgin's CEO Plans U.S. Launch for 'Pammy'". The Washington Post. Archived from the original on 13 May 2013. Retrieved 27 November 2012.
- ^ "Virgin Cola launches in South Africa with new taste". adage.com. Retrieved 5 April 2026.
- ^ "VIRGIN COLA TAKES AIM AT COCA-COLA'S SOFT DRINK STRANGLEHOLD". Post-Tribune. 13 May 1998. Archived from the original on 13 May 2013. Retrieved 27 November 2012.
- ^ a b Fisher, Eric (29 August 1998). "Virgin Cola faces uphill fight: Britain's new No. 3 gears for area push". The Washington Times.[dead link]
- ^ "Will global markets embrace Virgin?". Marketing Week. 27 July 2001. Archived from the original on 13 May 2013. Retrieved 27 November 2012.
- ^ a b "Virgin Cola trumps Coca-Cola with first UK launch of vanilla variant. (News).(Virgin Cola to introduce Virgin Vanilla soft drink in United Kingdom)(Brief Article)". Marketing Week. 12 December 2002. Archived from the original on 13 May 2013. Retrieved 27 November 2012.
- ^ "Agroalimentaire : Hamdi Meddeb, du football à la Bourse". JeuneAfrique.com (in French). Retrieved 5 April 2026.
- ^ a b c "Virgin Cola relaunch to target teen market.(News)(Brief Article)". Marketing Week. 18 March 2004. Archived from the original on 13 May 2013. Retrieved 27 November 2012.
- ^ "Virgin Drinks". www.virgindrinks.com. Archived from the original on 20 October 2011. Retrieved 5 April 2026.
- ^ "Virgin Cola signs TV show tie-up ahead of relaunch.(Virgin Drinks Group Ltd.)(Brief article)". Marketing Week. 10 July 2008. Archived from the original on 13 May 2013. Retrieved 27 November 2012.
- ^ "Our Drinks Range". 1 March 2009. Archived from the original on 1 March 2009. Retrieved 13 August 2021.
- ^ Smith, Edward. What Richard Branson learned when Coke put Virgin Cola out of business, cnbc.com 07 February 2017. Retrieved on 13 May 2022.
- ^ "Fizz goes out of Silver Spring sales". www.kentonline.co.uk. Retrieved 18 August 2025.
- ^ "NonAlcoholic Beverages « Asia Brewery Incorporated". asiabrewery.com. Archived from the original on 1 August 2013. Retrieved 4 April 2026.
- ^ "Global Beverage Company Limited::". 13 January 2013. Archived from the original on 13 January 2013. Retrieved 9 February 2024.
- ^ Clifford, Catherine (7 February 2017). "What Richard Branson learned when Coke put Virgin Cola out of business". CNBC. Retrieved 10 February 2024.
- ^ ""They set out to squash us and they did it effectively."". Inc.com. 4 March 2013. Retrieved 23 April 2021.
- ^ "The Secret of Billionaire Richard Branson's Success". Yahoo Sports. 1 November 2018. Retrieved 23 April 2021.
- ^ Branson, Richard (2007). Losing my Virginity. Random House. p. 402. ISBN 978-0753513002.
- ^ a b Catherine Clifford (7 February 2017). "What Richard Branson learned when Coke put Virgin Cola out of business". CNBC. Retrieved 23 April 2021.
- ^ Branson, Richard (January 2017). "How I Made This Podcast with Guy Raz". NPR.
- ^ Besinger, Graham. "Sir Richard Branson". In Depth. Retrieved 23 April 2021.
- ^ "Virgin pulls back the covers on Energy". Archived from the original on 18 April 2024. Retrieved 18 August 2025.
- ^ a b "Virgin launches new soft drinks…". Archived from the original on 9 July 2022. Retrieved 18 August 2025.
- ^ "Virgin Cola launched its new soft drink today (Thursday), Virgin Ginger Beer - inspired when Richard Branson tasted ginger beer on a trip to Sri Lanka which reminded him of when he was young. The Virgin team sought out the perfect recipe, checking old cookery books. The final version is a "combination of traditional British formulas, some of which date back over 100 years". See PA Story CONSUMER Virgin Stock Photo - Alamy". www.alamy.com. Retrieved 18 August 2025.
- ^ Week, Marketing (14 January 1999). "Virgin launches Pulp to take on Orangina".
- ^ "Virgin caffeine drink aims to challenge Red Bull". The Independent. 20 March 2000.
- ^ "Virgin Cola aims 'healthier' mini-V at young children". www.campaignlive.co.uk. Retrieved 18 August 2025.
- ^ "Youthful Virgin turns sour | News | The Grocer". Archived from the original on 19 June 2025. Retrieved 18 August 2025.
- ^ "Virgin Sours axed by Princes Soft Drinks – Marketing Week". Archived from the original on 27 September 2021. Retrieved 18 August 2025.
