How a Canned Drink Built a Brand Around 99 Cents

It launched in 1992 with large cans at 99 cents. The price stayed the same for decades. This wasn't an oversight.

[PLACEHOLDER: Opening narrative paragraph about the founding context — to be written from researched sources. Include specific dates, locations, and circumstances.]

[PLACEHOLDER: Description of the original product, service, or idea. Include what made it distinctive or unusual for its time and place.]

[PLACEHOLDER: Key quote from founder, early investor, or contemporary account — to be sourced from interviews, books, or contemporary reporting]

[Source — publication, date]

[PLACEHOLDER: The first significant decision or bet. What did the founders commit to that others would not? What did they give up? What did they gain?]

[PLACEHOLDER: Consequences of the first major bet. What worked? What didn't? What did the company learn early that shaped its approach?]

[PLACEHOLDER: Narrative describing the turning point. When did it happen? What were the circumstances? Who made the decision? What were the alternatives considered?]

[PLACEHOLDER: What changed as a result? Be specific about before and after states — locations, revenue, employees, product range, or geographic footprint as appropriate. All statistics must be sourced.]

[PLACEHOLDER: How did the company grow from turning point to its current scale? What was the growth model — organic, franchise, acquisition, network effects? Be specific about the mechanism, not just the outcome.]

[PLACEHOLDER: What problems emerged at scale that didn't exist early on? How were they handled? What was preserved intentionally?]

This story is built from primary and secondary sources. Sources will be listed in full when the documentary is published. All placeholder data in this editorial draft is clearly marked and will be replaced with researched, cited information.