By Dr. Curtis Varnell
Early in the morning, cars are lined up in the drive-throughs at the Sonic, McDonalds, and Wendy’s. Regardless of weather, huge plastic cups of soda pop are passed out the window to busy customers headed off to a day of work. In the U.S., sales have exploded with the average American consuming 51.5 gallons of the various beverages each year. Brands and flavors of all kinds exist, but the commonality is a bubbling concoction of water, carbon-dioxide, flavoring, and lots and lots of sweeteners.
Growing up, it was a treat to go to the local store and pull a cold bottle out of the freezing water. At a cost of ten cents, it was a rare occasion to consume more than one per week. Pulling the metal cap off the bottle, enclosed gasses exited rapidly causing an explosion of sound, resulting in the name soda “pop.” The ground in front of most stores were littered with thousands of metal bottle caps, the bright colors and names demonstrating the great variety of choices available.
Nearly every town of any size had a bottling company turning out bottles of the various brands. Loaded in wooden cases, the soda would be distributed and sold to stores throughout the region. Wishing to get into the business in the early 1930’s, a local former lumberman by the name of Benjamin T. Fooks bought an old bottling company in Camden, Arkansas. In the middle of the depression, it was so difficult to sell the product that Fooks took to the road and sold “Fooks Flavors” out of his car to customers in Arkansas, Louisiana, and Texas. He quickly discovered that grape flavor was his best seller and began concentrating on developing a special tasting grape drink. Eventually, he purchased the Grapette name from a small business in Chicago for the price of $500 and began producing his distinctive flavored soda from his factory in Camden. The product was an immediate success. Grapette had a distinctive flavor and Fooks was innovative enough to show off its dark purple color in a clear, distinctive 6-oz bottle. He also realized that the product had an international appeal, especially in Central and Latin America. Eventually, international sales became so tremendous that Grapette International was established as a separate entity in nearly Malvern, Arkansas.
The company expanded rapidly and became one of the best-known soda brands in America. At peak production, it included 300 bottling companies in 38 states with headquarters in Camden. Always innovative, Fooks expanded sales by introducing orangette and Mr. Cola. Mr. Cola was the first 16 oz. soda in the U.S. and greatly increased sales. He also began selling the syrup in decorative bottles shaped like animals and figurines. Those distinctive bottles became collectors’ items and are now sold for hundreds of dollars each on e-bay. Grapette’s add “thirsty or not” became a national slogan.
Along the way, he picked up some impressive supporters. Governor and later president Bill Clinton who was said to enjoy a large bottle of the soda along with a large chili-cheese burger and fries. Along the way, Walmart founder Sam Walton developed a taste for the drink.
In the late 1960’s, Fooks sold his rights to Grapette and the company name to a conglomerate with eventual ownership ending in the hands of Monarch Beverage Company. Monarch already owned and manufacture NuGrape soda so they retired the name and company even though the brand still was sold internationally.
In the late 1980’s, Grapette International chairman Brooks Rice met with Sam Walton. Walton informed him, “I want Grapette in my stores.” Rice informed him that he could not, at that time, provide him with the Grapette brand name but would do so eventually. He was able to provide him with the recipe and Walmart began marketing the soda as Sam’s choice. Several years later, after Walton’s death, Rice was able to fulfill his promise and purchased the right to again use the Grapette title. Grapette and Orangette, once one of the biggest Arkansas exports has gone full circle and became an exclusive property of Arkansas biggest export, Walmart International. Grapette is still produced in Arkansas and the headquarters is still in Camden, Arkansas.
