Anticipating the herbal- and energy-drink craze, Coca-Cola introduced a soft drink called Josta. It was reddish, and boasted "the energy of the jungles." It was guarana and cola flavored, and supposedly more caffeinated than regular colas. Unfortunately, at that point the South American flavor of guarana was still a relatively unknown flavor in North America, and no one really knew how to pronounce Josta, or liked the reddish brown color of the beverage. Combined with poor marketing, the product faded from the shelves within a year or two, around the same time Red Bull began to become popular at the end of the decade.

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