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Grapette

Grapette is a grape-flavored soft drink that was first produced and marketed in 1939 by Benjamin "Tyndle" Fooks. Grapette is now produced by Grapette International, and is marketed in the United States by Walmart as part of its Sam's Choice line of soft drinks.

Grapette was developed by Benjamin "Tyndle" Fooks (1901-1981) when, while working as a traveling salesman selling a product known as "Fooks Flavors", he noticed the popularity of his grape flavor. From this, Fooks, dissatisfied with existing grape sodas on the market, sought to develop a grape soda that tasted the way he believed that a grape soda should taste. Over the course of two years and tens of thousands of taste tests, by 1939, he had developed a flavor that he believed was superior to all other grape sodas available at the time.

To name the drink, Fooks turned to Hubert Owen. Owen and an assistant ran a local contest to come up with a name, but this failed to produce any suitable results. In search of further inspiration, Owen then traveled to Washington, D.C. in 1939 to look through the trademark files of the United States Patent Office. It was here that Owen learned of Rube Goldstein, a man who owned a trademark for the name "Grapette", "Orangette", and "Lemonette". Further research determined that Goldstein owned a small bottling firm that produced a drink that used one of Fooks' grape flavors, called "Tiny”. Aptly named, “Tiny” was produced in a six-ounce bottle and distributed in Virginia and North Carolina. Goldstein, however, had never used the Grapette, Orangette, or Lemonette names. By March 1940, Fooks and Owen had met with Goldstein in Chicago, Illinois to purchasing the Grapette, Orangette, and Lemonette names for a total of $500.

In the spring of 1940, Fooks began marketing his soda in Camden, Arkansas, under the name "Grapette".

Grapette's first-year sales were quite promising. This was due to Grapette's flavor, as well as Grapette's unique packaging. Most soft drinks at the time were sold in twelve-ounce bottles. Grapette was sold in a six-ounce clear glass bottle, which served to show off the beverage's purple color. With the success in sales, marketing of Grapette was expanded to much of the United States, and the slogan "Thirsty or Not" was developed for use in advertising. In addition, other flavors were developed, such as Orangette, an orange-flavored soda that used a considerable amount of real orange juice, and Lemonette, which contained a large amount of real lemon juice.

When World War II began, Fooks dropped many of his other brands, such as Botl-O and Sunburst, in order to focus on Grapette. Sales of Grapette continued to soar during the war, despite restrictions and material shortages. Sugar, which was subject to wartime rationing, was obtained by adding water to granulated sugar, thus liquefying it, enabling it to be sold as syrup, which was not subject to rationing.

In 1942, R. Paul May, an Arkansas oil tycoon, persuaded Fooks to allow him to market Grapette in Latin America, citing a lack of soft drink options in the area. May was able to build a good reputation for Grapette in Guatemala, selling not only Grapette, but also Orangette and Lemonette. These brands soon became market leaders. In 1962, the export division of Grapette was reorganized into a separate company, known as Grapette International.

In 1962, Grapette introduced a line of cola drinks to compete with Coca-Cola under the name of "Mr. Cola". The drink was popular in large part because of its sixteen-ounce bottle. Mr. Cola was also available in ten and twelve-ounce sizes. In 1963, "Lymette" was added to Grapette's family of brands. Lymette, however, never achieved the commercial success of the other brands.

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