Crush

Crush is a carbonated soft-drink brand whose best-known product is orange soda. The brand originated in the United States in 1911, when Clayton J. Howel, founder and president of the Orange-Crush Company, partnered with beverage and extract chemist Neil C. Ward. Ward developed the recipe, and the first product was introduced as Ward's Orange-Crush, following the period's common practice of associating soft drinks with the inventor's surname. The product later became known simply as Orange Crush and ultimately developed into the broader Crush brand. The original drink was designed to create a fresh-squeezed impression. Early bottles contained orange pulp, although pulp was removed from the product decades ago. Packaging also became an important part of the brand's identity. Early Crush bottles were clear, ribbed, and informally associated with the name 'Krinkly.' An amber version appeared in 1937 and became known as the 'Krinkly Brown' bottle. In 1955, the brand introduced a larger, smoother bottle intended to present a more graceful and contemporary appearance. These packaging changes reflected the wider evolution of carbonated-drink presentation during the twentieth century. Crush changed corporate ownership several times. Procter & Gamble acquired the brand in 1980, while the Canadian rights were acquired separately in 1984. Procter & Gamble primarily produced the bottler's base, a concentrate of flavor and color that was combined with syrup and carbonated water by bottlers. In 1989, Cadbury Schweppes acquired Crush's United States business from Procter & Gamble. Cadbury Schweppes later separated its United States beverage operations into Dr Pepper Snapple Group in 2008. Dr Pepper Snapple Group subsequently became part of Keurig Dr Pepper, which owns and markets the Crush trademark internationally today. Distribution is organized through regional bottling arrangements rather than a single uniform system in every country. In North America, PepsiCo bottlers market and distribute Crush, with the Pepsi Bottling Group historically serving as one of the largest United States distributors. In Chile, Compañía de Cervecerías Unidas has distributed the brand since the 1940s. In parts of Latin America, the Crush name has also been distributed by The Coca-Cola Company, sometimes with packaging colors and bottle forms resembling those used for Fanta. These arrangements mean that availability, packaging, and flavor selection vary by market. The core portfolio includes Orange, Diet Orange, Grape, Strawberry, and Pineapple Crush. Regional products have included Birch Beer and Lime, while selected Canadian markets have carried flavors such as Pineapple, Birch Beer, and Lime in cans and single-serve bottles. Most Crush flavors are caffeine-free, a characteristic that differentiates the range from many cola-based soft drinks. The brand remains active as a mass-market flavored-soda label, with its strongest recognition attached to orange soda and its bright fruit-oriented identity.

Crush began in 1911 in the United States as a collaboration between Clayton J. Howel and Neil C. Ward. Howel had already worked in the soft-drink industry and had introduced Howel's Orange Julep. After incorporating the Orange-Crush Company with Ward, he helped establish the commercial framework for a new orange beverage, while Ward formulated its recipe. The product debuted as Ward's Orange-Crush, reflecting the era's convention of placing an inventor's surname in a soft-drink name. The early product was marketed partly through its simulation of freshly squeezed orange juice. Orange pulp was placed in the bottles to reinforce that impression, even though the pulp was an added feature rather than residue from the squeezing process. The pulp eventually disappeared from the formulation, but orange remained the central identity of the brand. Crush also developed a recognizable packaging history. Its first bottles were ribbed and clear, often described as 'Krinkly' bottles. In 1937, an amber-glass version was introduced and became known as the 'Krinkly Brown' bottle. A further redesign in 1955 replaced the ribbed amber format with a larger bottle intended to look more graceful and modern. Ownership shifted to Procter & Gamble in 1980. Canadian rights were handled separately and were acquired in 1984. Rather than operating only as a finished-drink manufacturer, Procter & Gamble supplied bottlers with a bottler's base containing flavor and color. Bottlers combined that base with syrup and carbonated water to produce the final beverage. This structure allowed the brand to be produced and distributed through geographically organized bottling networks. Cadbury Schweppes acquired Crush's United States business from Procter & Gamble in 1989. In 2008, Cadbury Schweppes separated its United States beverage operations into Dr Pepper Snapple Group. That company later became part of Keurig Dr Pepper, the current owner of the Crush brand and trademark. The brand's commercial system continues to rely on a combination of brand ownership, concentrate or product management, and independent or affiliated bottling and distribution partners. Crush expanded beyond orange into a variety of fruit and specialty flavors. Orange, Diet Orange, Grape, Strawberry, and Pineapple became widely recognized offerings in North America, while other flavors were introduced or retained in particular territories. Canadian regional availability has included Pineapple, Birch Beer, and Lime, among others. International distribution has extended to a number of Latin American and Middle Eastern markets. In Chile, the brand has had a long-running distribution relationship with Compañía de Cervecerías Unidas. Elsewhere in Latin America, the name has at times been distributed by The Coca-Cola Company, producing market-specific differences in packaging and route to market. Crush is now an established flavored-soda brand rather than a single-product label. Its identity remains anchored in orange soda, bright fruit flavors, visual distinctiveness, and a portfolio in which most flavors are caffeine-free. Product availability and bottling rights differ by country and region, so the range encountered by consumers is not identical worldwide.

• 2008

  United States beverage operations move to Dr Pepper Snapple Group

  [1]Crush (drink)en.wikipedia.org

  Cadbury Schweppes spun off its United States beverage operations into Dr Pepper Snapple Group, a predecessor of Keurig Dr Pepper.

• 1989

  Cadbury Schweppes acquires the United States business

  [1]Crush (drink)en.wikipedia.org

  Cadbury Schweppes acquired Crush's United States business from Procter & Gamble.

• 1984

  Canadian rights acquired separately

  [1]Crush (drink)en.wikipedia.org

  The Canadian rights to Crush were acquired separately from the main United States transaction.

• 1980

  Procter & Gamble acquires Crush

  [1]Crush (drink)en.wikipedia.org

  Procter & Gamble acquired the brand, with Canadian rights handled in a separate transaction later in the decade.

• 1955

  Bottle redesign

  [1]Crush (drink)en.wikipedia.org

  Crush replaced the ribbed amber bottle with a larger bottle intended to give the product a more graceful appearance.

• 1937

  Amber 'Krinkly Brown' bottle introduced

  [1]Crush (drink)en.wikipedia.org

  The brand introduced an amber-glass version of its ribbed bottle, later associated with the 'Krinkly Brown' description.

• 1911

  Crush is created

  [1]Crush (drink)en.wikipedia.org

  Clayton J. Howel and Neil C. Ward incorporated the Orange-Crush Company, and Ward developed the recipe for the original Ward's Orange-Crush.

A colorful, fruit-forward carbonated soft-drink brand centered on orange soda, broad flavor variety, regional availability, and generally caffeine-free formulas.

• Carbonated orange soft drink · 1911

  Orange Crush

  The original and best-known Crush product, Orange Crush established the brand's fruit-soda identity in 1911. Early versions included added orange pulp to create a fresh-squeezed visual impression, but pulp has not been present for decades. Orange Crush remains the central reference point for the portfolio and is sold in multiple North American markets.

• Diet carbonated soft drink

  Diet Orange Crush

  A reduced-calorie orange variant intended to extend the core Orange Crush proposition to consumers seeking a diet soft drink. It is among the flavors commonly associated with the North American Crush range.

• Fruit-flavored carbonated soft drink

  Grape Crush

  Grape Crush broadens the brand beyond its original citrus base with a purple grape flavor profile. It is one of the commonly available Crush flavors in North America and generally follows the brand's caffeine-free fruit-soda positioning.

• Fruit-flavored carbonated soft drink

  Strawberry Crush

  Strawberry Crush is a red fruit-flavored extension of the portfolio. It contributes to the brand's colorful, sweet, non-cola range and is listed among the flavors available in North American retail channels.

• Fruit-flavored carbonated soft drink

  Pineapple Crush

  Pineapple Crush is a tropical-flavored product whose availability is particularly associated with selected regional markets. In parts of Canada, including Newfoundland and Labrador and Fort McMurray, it has been available in cans and single-serving bottles.

• Specialty carbonated soft drink

  Birch Beer Crush

  Birch Beer Crush is a specialty flavor distributed regionally rather than universally. Its presence illustrates the brand's use of local bottling and market-specific flavor portfolios.

• Citrus-flavored carbonated soft drink

  Lime Crush

  Lime Crush is a regional citrus variant. Like Birch Beer and some tropical flavors, it has been associated with selected Canadian markets and is not necessarily available across the entire international system.

• 2008

  United States beverage-business spin-offM&A

  Background

  Cadbury Schweppes reorganized its United States beverage activities.

  Action taken

  The United States beverage business was spun off as Dr Pepper Snapple Group.

  Aftermath

  Dr Pepper Snapple Group became a predecessor of Keurig Dr Pepper, the current owner and international marketer of Crush.

  Source

• 1989

  Cadbury Schweppes acquires Crush's United States businessM&A

  Background

  After Procter & Gamble's period of ownership, the United States Crush business changed hands within the beverage sector.

  Action taken

  Cadbury Schweppes acquired Crush USA from Procter & Gamble.

  Aftermath

  The United States beverage operations were later placed in Dr Pepper Snapple Group and ultimately became part of Keurig Dr Pepper.

  Source

• 1980

  Acquisition by Procter & GambleM&A

  Background

  Crush was transferred to a large consumer-products company as the carbonated-soft-drink business continued to rely on concentrate production and bottler distribution.

  Action taken

  Procter & Gamble acquired the brand, while the Canadian rights were handled separately in 1984.

  Aftermath

  Procter & Gamble supplied bottler's base for the brand until the United States business was sold to Cadbury Schweppes in 1989.

  Source

1. 1Crush (drink)en.wikipedia.org