RC Cola

RC Cola, short for Royal Crown Cola, is an American carbonated soft-drink brand that originated in Columbus, Georgia. Its roots lie in the Hatcher Grocery Store, a family business operated by Claud A. Hatcher. After a disagreement with a local Coca-Cola syrup salesperson over wholesale pricing, Hatcher began developing beverages of his own. The resulting business first sold Royal Crown Ginger Ale in 1905, followed by Royal Crown Strawberry and Royal Crown Root Beer. A cherry-flavored drink called Chero-Cola appeared in 1907, and the company adopted the Chero-Cola name in 1912. The business broadened its portfolio with the introduction of Nehi in 1924, a fruit-flavored soft drink that became sufficiently important for the company to rename itself Nehi Corporation in 1928. After Hatcher's death in 1933, chemist Rufus Kamm reformulated Chero-Cola. The Royal Crown name was then revived for Royal Crown Cola, and the company ultimately changed its name to Royal Crown Cola Company in 1955. In the United States, RC Cola became associated with regional grocery, restaurant, and bottling networks, particularly in the American South. During the 1950s it was often consumed alongside Moon Pies as a commonly recognized working-class snack combination. RC Cola has also been notable for packaging and product innovation. The company became the first soft-drink producer to sell its beverages in tin cans in 1954 and later pioneered the use of aluminum cans in the category. Its Diet Rite line, introduced in 1954, became an important early diet-soft-drink business. Diet Rite was temporarily withdrawn after the United States banned the sweetener cyclamate in 1969, then returned with a reformulated recipe and marketing that emphasized taste rather than only calorie reduction. Other significant launches included RC 100, a caffeine-free and sugar-free cola introduced in 1980, Cherry RC in 1985, and Diet RC and caffeine-free Diet RC in the mid-1980s. The brand developed an international presence through licensing and local operating arrangements from the 1970s onward. In the Philippines, RC Cola was produced and distributed under license by Cosmos Bottling Corporation until 2001, with early distribution concentrated in selected Visayan markets. It later became a broader Philippine consumer brand through local marketing, celebrity endorsements, sari-sari store branding, and campaigns such as RC ng Bayan, Basta, and WHY NOT?. Ownership of the United States business changed several times. Royal Crown Cola Company was acquired by Triarc in 1993, became part of Cadbury Schweppes in 2000 through the latter's acquisition of Triarc's beverage operations, and entered the Dr Pepper Snapple Group structure after the 2008 separation of the North American beverage business. Dr Pepper Snapple Group merged with Keurig Green Mountain in 2018 to form Keurig Dr Pepper, which owns the United States RC Cola business. Non-United States operations were sold to Cott Beverages in 2001, later transferred to Refresco in 2021, and then to RC Global Beverages, Inc. Macay Holdings completed its acquisition of RC Global Beverages in January 2023. RC Cola therefore operates today through separate North American and international ownership arrangements rather than a single global corporate owner.

RC Cola developed from the Hatcher family grocery business in Columbus, Georgia. Claud A. Hatcher established Union Bottling Works after a dispute over the price of Coca-Cola syrup convinced him to create competing beverages. Royal Crown Ginger Ale was the first product in 1905, followed by strawberry and root beer drinks. Chero-Cola, a cherry-flavored beverage, was added in 1907, and the company adopted the Chero-Cola name in 1912. The company expanded beyond cola during the 1920s. Nehi, introduced in 1924, became important enough that the business was renamed Nehi Corporation in 1928. After Claud Hatcher died in 1933, chemist Rufus Kamm reformulated Chero-Cola. The Royal Crown name returned with Royal Crown Cola, and the corporate name became Royal Crown Cola Company in 1955. In the 1950s and 1960s, the company combined mass-market advertising with product and packaging innovation. It introduced Diet Rite in 1954 and was an early adopter of canned soft drinks, first using tin and later aluminum. Diet Rite became a major part of the business, but its original formula was withdrawn in 1969 after cyclamate was prohibited in the United States. A new formula and taste-focused advertising supported its return. RC Cola also used television, celebrity, sports, and puppet advertising, including campaigns involving Lizabeth Scott, Jim Henson's bird characters, Nancy Sinatra, the New York Mets, and motorsport sponsorship. The brand expanded internationally through licensing during the 1970s. Product extensions followed in the United States, including RC 100 in 1980, Cherry RC in 1985, and diet and caffeine-free products in the mid-1980s. During the 1980s cola competition, RC positioned itself as an independent alternative to Coke and Pepsi through the Decide for Yourself campaign. Corporate ownership shifted from Royal Crown Cola Company to Triarc in 1993 and then to Cadbury Schweppes in 2000. The North American beverage business became Dr Pepper Snapple Group in 2008 and Keurig Dr Pepper in 2018. International operations followed a different path: they were sold to Cott in 2001, transferred to Refresco in 2021, and then moved to RC Global Beverages. Macay Holdings completed the acquisition of RC Global Beverages in 2023. The Philippines has been an important international market. Cosmos Bottling Corporation produced and distributed RC Cola under license until 2001, when the licensing arrangement ended following corporate changes involving Cosmos. Later Philippine campaigns used celebrity endorsers and highly localized retail branding. RC ng Bayan in 2019, Basta in 2020, and WHY NOT? in 2022 presented the brand as accessible, locally relevant, and imaginative. The brand remains active, with United States ownership under Keurig Dr Pepper and international ownership associated with RC Global Beverages and Macay Holdings.

• 2023

  Macay Holdings completes RC Global Beverages acquisition

  [1]RC Colaen.wikipedia.org

  Macay Holdings completed its acquisition of RC Global Beverages on January 17, establishing its ownership of the international RC Cola business.

• 2021

  International operations move through Refresco

  [1]RC Colaen.wikipedia.org

  Cott sold Royal Crown Cola International to Refresco, before the international business was subsequently transferred to RC Global Beverages.

• 2008

  RC Cola enters Dr Pepper Snapple Group

  [1]RC Colaen.wikipedia.org

  The North American beverage business was spun off as Dr Pepper Snapple Group.

• 2000

  Cadbury Schweppes acquires the beverage business

  [1]RC Colaen.wikipedia.org

  RC Cola became part of Cadbury Schweppes through its acquisition of Triarc's beverage operations.

• 1993

  Triarc acquires Royal Crown Cola Company

  [1]RC Colaen.wikipedia.org

  The brand entered Triarc's beverage portfolio.

• 1969

  Original Diet Rite formula is withdrawn

  [1]RC Colaen.wikipedia.org

  Diet Rite was removed after the United States banned cyclamate, an ingredient used in the original formulation.

• 1955

  Corporate name changes to Royal Crown Cola Company

  [1]RC Colaen.wikipedia.org

  The company adopted the Royal Crown Cola Company name as the Royal Crown brand became central to its identity.

• 1954

  Diet Rite and canned soft drinks

  [1]RC Colaen.wikipedia.org

  Royal Crown introduced Diet Rite and became an early soft-drink company to sell beverages in cans.

• 1924

  Nehi is introduced

  [1]RC Colaen.wikipedia.org

  The company added Nehi, a fruit-flavored beverage that expanded its business beyond cola and helped drive a later corporate renaming.

• 1907

  Chero-Cola launches

  [1]RC Colaen.wikipedia.org

  The company introduced Chero-Cola, a cherry-flavored carbonated drink that became a precursor to the later Royal Crown Cola.

• 1905

  Royal Crown Ginger Ale is introduced

  [1]RC Colaen.wikipedia.org

  Claud A. Hatcher's Union Bottling Works introduced Royal Crown Ginger Ale, the first drink in the Royal Crown product line.

• 1901

  Hatcher family establishes a grocery business

  [1]RC Colaen.wikipedia.org

  The Cole-Hampton-Hatcher Grocery Store was established in Columbus, Georgia, creating the commercial foundation from which the later beverage business developed.

Mass-market cola positioned around distinctive taste, broad accessibility, value, and an alternative to the largest cola brands.

• Cola · 1934

  RC Cola

  The core Royal Crown Cola beverage and the product from which the shortened RC Cola brand name derives. It is a carbonated cola marketed as an alternative to the leading American cola brands and is sold through different bottling, licensing, and distribution arrangements in various markets.

• Diet soft drink · 1954

  Diet Rite

  An early diet-soft-drink line introduced by Royal Crown in 1954. Its original formulation was withdrawn in 1969 after cyclamate was banned in the United States, and the product later returned with a reformulated recipe and advertising focused on flavor.

• Caffeine-free and sugar-free cola · 1980

  RC 100

  A cola variant introduced in 1980 and formulated without caffeine and sugar. It extended Royal Crown's response to growing demand for alternative soft-drink formulations.

• Cherry cola · 1985

  Cherry RC

  A cherry-flavored cola introduced in the mid-1980s as a flavored extension of the RC Cola range.

• Diet cola · 1986

  Diet RC

  A diet cola variant announced in late 1985 for release in early 1986, accompanied by a caffeine-free counterpart.

• 2022WHY NOT?

  Philippines

  Three adults were transported into an imaginative world after drinking RC Cola, presenting the brand as a prompt for unrestricted imagination.

  Outcome. Extended RC Cola's distinctive, surreal Philippine advertising style.

  Source
• 2020Basta

  Philippines

  The Basta commercial used an absurd family scenario in which a boy questions whether he was adopted after discovering drinking glasses embedded in his back.

  Outcome. Won or placed in multiple international advertising competitions, including Cannes Lions, Asia Pacific Effie Awards, and Clio Awards.

  Source
• 2019RC ng Bayan

  Philippines

  With Joshua Garcia as celebrity endorser, RC Cola presented itself as a locally embedded brand. Retail activation included painting sari-sari stores with community-specific RC slogans.

  Outcome. Strengthened local-market identification and neighborhood-level distribution visibility.

  Source
• 2009Philippine celebrity endorsement campaign

  Philippines

  Philippine advertising featured Maja Salvador and Kim Bum as celebrity endorsers.

  Outcome. Raised local visibility through entertainment personalities.

  Source
• 1995Just like in America!

  Israel

  RC Cola used the Just like in America! slogan when entering the Israeli market.

  Outcome. Positioned the product through its American origin.

  Source
• 1980Decide for yourself

  United States

  During the cola wars, RC Cola encouraged consumers to make their own choice rather than defaulting to Coke or Pepsi.

  Outcome. Differentiated the brand through challenger-brand messaging.

  Source
• 1970Me & My RC

  United States

  The Me & My RC advertising platform used personal preference and outdoor settings to present RC Cola as an individual choice.

  Outcome. Reinforced the brand's independent alternative positioning.

  Source
• 1967Movin' With Nancy

  United States

  Nancy Sinatra featured RC Cola in her television special, performing a branded song built around the drink's taste.

  Outcome. Extended RC Cola's association with music and television entertainment.

  Source
• 1966Sour Bird and Nutty Bird

  United States

  Royal Crown collaborated with Jim Henson on commercials featuring puppet birds named Sour Bird and Nutty Bird.

  Outcome. Created distinctive character-based television advertising for the beverage line.

  Source
• 1940Best By Taste Test

  United States

  A publicity campaign used Hollywood personalities and taste-test messaging, including actress Lizabeth Scott.

  Outcome. Connected RC Cola with celebrity endorsement and comparative taste positioning.

  Source

Showing the 10 most recent.

• 2023

  Macay Holdings acquisition of RC Global BeveragesM&A

  Background

  RC Global Beverages held the international RC Cola business after ownership transfers involving Cott and Refresco.

  Action taken

  Macay Holdings completed the acquisition of RC Global Beverages on January 17, 2023.

  Aftermath

  International RC Cola operations came under Macay Holdings, while the United States business remained with Keurig Dr Pepper.

  Transaction value. Approximately US$47 million total consideration, including approximately US$21.4 million in cash for equity and approximately US$26 million in assumed obligations (January 17, 2023)

  Source

• 2018

  Formation of Keurig Dr PepperM&A

  Background

  Dr Pepper Snapple Group and Keurig Green Mountain combined their businesses.

  Action taken

  The merger created Keurig Dr Pepper, which became the United States owner of RC Cola.

  Aftermath

  RC Cola remained part of a large North American beverage portfolio alongside Dr Pepper and other brands.

  Source

• 2001

  Separation of Philippine licensing and international operationsStrategy

  Background

  Cosmos Bottling Corporation had manufactured and distributed RC Cola in the Philippines under license, with early distribution concentrated in selected Visayan markets.

  Action taken

  The Philippine licensing arrangement ended in 2001, while non-United States operations were transferred to Cott Beverages.

  Aftermath

  RC Cola's international business subsequently operated through separate ownership and licensing structures.

  Source

• 1993

  Triarc acquisitionM&A

  Background

  Royal Crown Cola sought a larger corporate platform and additional marketing resources.

  Action taken

  Triarc Companies acquired Royal Crown Cola Company.

  Aftermath

  The brand later moved through Cadbury Schweppes and Dr Pepper Snapple Group before becoming part of Keurig Dr Pepper in North America.

  Source

• 1969

  Withdrawal and reformulation of Diet RiteOther

  Background

  The United States prohibition of cyclamate affected the original Diet Rite formulation.

  Action taken

  Royal Crown withdrew the product and later returned it with a new formula and taste-led advertising.

  Aftermath

  Diet Rite regained a meaningful share of Royal Crown sales after its reintroduction.

  Source

• 1954

  Launch of Diet RiteProduct launch

  Background

  Royal Crown entered the diet-soft-drink category as consumer interest in reduced-calorie beverages developed.

  Action taken

  The company introduced Diet Rite, which became an important product in its portfolio.

  Aftermath

  The original formula was later withdrawn after cyclamate was banned in the United States, and the product was subsequently reformulated.

  Source

1. 1RC Colaen.wikipedia.org