While Coca-Cola marketing spokespeople explain why the 1997 introduction of Surge soda, a competitor to Pepsico's
formidable Mountain Dew label, has since been followed by a precipitous
drop in sales, a cult of fans hopes to keep it alive.
Savesurge.org features 500 pages of consumer testimonials, a
twelve-pack recently sold for $152 on eBay and a Texas student has made
a short film about it. But the product is available only in a few
fountain locations and is essentially a discontinued brand, says the
publisher of Beverage Digest.