SoBe is a brand of tea
Tea is an aromatic beverage prepared by adding cured leaves of the Camellia sinensis plant to hot water. The term also refers to the plant itself. After water, tea is the most widely consumed beverage in the world...

s, fruit-juice blends (smoothie) and enhanced water beverages owned by PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...

. The name SoBe is an abbreviation of South Beach
South Beach
South Beach, also nicknamed SoBe, is a neighborhood in the city of Miami Beach, Florida, United States. It is the area south of Indian Creek and encompasses roughly the southernmost 23 blocks of the main barrier island that separates the Atlantic Ocean and Biscayne Bay.This area was the first...

, named after the upscale area located in Miami Beach, Florida
Miami Beach, Florida
Miami Beach is a coastal resort city in Miami-Dade County, Florida, United States, incorporated on March 26, 1915. The municipality is located on a barrier island between the Atlantic Ocean and Biscayne Bay, the latter which separates the Beach from Miami city proper...

. In the past, the SoBe name has also been licensed for gum
Chewing gum
Chewing gum is a type of gum traditionally made of chicle, a natural latex product, or synthetic rubber known as polyisobutylene. For economical and quality reasons, many modern chewing gums use rubber instead of chicle...

 and chocolate
Chocolate is a raw or processed food produced from the seed of the tropical Theobroma cacao tree. Cacao has been cultivated for at least three millennia in Mexico, Central and South America. Its earliest documented use is around 1100 BC...

 products. SoBe has recently switched from glass bottles to plastic bottles for all of its beverages.

Company history

SoBe began as the South Beach Beverage Company, a drink manufacturer based in Norwalk, Connecticut
Norwalk, Connecticut
Norwalk is a city in Fairfield County, Connecticut, United States. According to the 2010 U.S. Census, the population of the city is 85,603, making Norwalk sixth in population in Connecticut, and third in Fairfield County...

 from 1996-2001. Their first product was SoBe Black Tea 3G which contained ginseng
Ginseng is any one of eleven species of slow-growing perennial plants with fleshy roots, belonging to the genus Panax of the family Araliaceae....

, guarana
Guarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...

, and ginkgo. It proved popular and led to the introduction of other flavors. The company was bought by PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...

 in October 2000.
It was co-founded by John Bello
John Bello
John Joseph Bello is an American entrepreneur best known for creating and building the SoBe brand of New Age beverages.-Early Life:...

 and Tom Schwalm in 1995.


  • SoBe Lifewater
  • SoBe Elixirs
  • SoBe Tea
  • SoBe Pure Rush

Discontinued products

  • SoBe Adrenaline Rush
  • SoBe No Fear
  • SoBe Elixirs 3C
  • Power Line
  • SoBe Synergy
  • SoBe Special Recipes
  • SoBe Essential Energy
  • SoBe Ice
  • SoBe Mr. Green
  • SoBe Zen Blend
  • Sobe Wisdom

Marketing campaigns

  • Lizard Tales is a monthly digital newsletter published by SoBe for their fans. The newsletter provides consumers with product updates, promotions and cultural trends.
  • SoBe recently partnered with Gossip Girl
    Gossip Girl
    Gossip Girl is an American young adult novel series written by Cecily von Ziegesar and published by Little, Brown and Company, a subsidiary of the Hachette Group. The series revolves around the lives and romances of the privileged teenagers at the Constance Billard School for Girls, an elite...

    Jessica Szohr
    Jessica Szohr
    Jessica Karen Szohr is an American actress. Szohr began her screen career starring on television shows such as CSI: Miami and What About Brian...

     and previously Twilight star Ashley Greene
    Ashley Greene
    Ashley Michele Greene is an American actress and model, best known for playing Alice Cullen in the film adaptations of Stephenie Meyer's Twilight novels.- Personal life :...

     for their SoBe Lifewater Skinsuit campaign.
  • Heads or Tails was the name of the SoBe under-the-cap promotion where consumers could instantly win prizes, including SoBe apparel, Apple iPod, Apple MacBook Pro, or product coupons for future purchases.
  • In 2010, SoBe Lifewater partnered with AOL FanHouse
    FanHouse is a sports website owned by AOL. Launched in September 2006, FanHouse is considered the Internet's most linked sports blog by aggregator BallHype, won Editor & Publisher's 2008 EPpy Award for "Best Sports Blog", and was named as a finalist for the award in 2009.In January 2009, FanHouse...

    to bring college basketball fans a bracket challenge where they could play their bracket
    Bracket (tournament)
    A bracket is a tree diagram that represents the series of games played during a tournament, named as such because it appears to be a large number of interconnected brackets....

     against the brackets of celebrities, including Kendra Wilkinson
    Kendra Wilkinson
    Kendra Leigh Baskett , professionally known by her maiden name, is an American television personality and glamour model...

    , Brooklyn Decker
    Brooklyn Decker
    Brooklyn Danielle Decker is an American fashion model and actress best known for her appearances in the Sports Illustrated Swimsuit Issue, including the cover of the 2010 issue. In addition to working for Victoria's Secret for the 2010 "Swim" collection, she has ventured into television with guest...

    , Jerry Rice
    Jerry Rice
    Jerry Lee Rice is a retired American football wide receiver. He is generally regarded as the greatest wide receiver of all time and one of the greatest players in National Football League history...

     and Kenny "The Jet" Smith
    Kenny Smith
    Kenneth "The Jet" Smith is a retired National Basketball Association player and current TV basketball analyst, primarily for Inside the NBA on TNT.-Early life:...

    . Those fans whose bracket beat a celebrity bracket had a chance to meet them. If a fan had a perfect bracket, they could win up to $10,000,000.
  • Starting in 2007, SoBe sponsored the Chicago Rush
    Chicago Rush
    The Chicago Rush is an arena football team based in Rosemont, Illinois. It is a member of the Central Division of the National Conference of the Arena Football League. The team was founded in 2001 and is co-owned by Mike Ditka, the Hall of Fame player and coach.The Rush have qualified for the...

     cheerleaders of the Arena Football League
    Arena Football League
    The Arena Football League is the highest level of professional indoor American football in the United States. It is currently the second longest running professional football league in the United States, after the National Football League. It was founded in 1987 by Jim Foster...

    . The Rush dance team was called the SoBe Adrenalin Rush Dancers.
  • In 2008 & 2009, SoBe had Super Bowl ads in support of their SoBe Lifewater.
  • In 2011 Ellie Goulding
    Ellie Goulding
    Elena Jane "Ellie" Goulding is an English singer-songwriter. In 2010 she became only the second artist to both top the BBC's annual Sound of... poll, and win the Critics' Choice Award at the BRIT Awards in the same year, following Adele's win of both in 2008...

     was announced as the UK face of SoBe, as part of the campaign she spent time in South Beach, Miami. Interviewing locals and traveling to the hot-spots of South Beach.
  • In July 2001 SoBe partnered with Mike Tyson: Main Event
    Mike Tyson: Main Event
    Mike Tyson: Main Event is an arcade style mobile game for the iPhone and iPod Touch. It was developed in 2011 by RockLive. It uses the RockLive, Facebook and Twitter social platforms.-Gameplay:...

    in launching a mobile gaming campaign for the brand's teas, fruit juice blends, and enhanced waters.

External links

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