Marketing
Double Cola was formerly available in a somewhat wider area of the South. Yet Double Cola is a distinctive part of culture in Southern Indiana, especially around Evansville (for example, Double Cola Fields). It was once marketed as a lower-cost alternative to Coca-Cola and other soft drinks, but Double Cola is now marketed as a premium brand in that area, with the same or higher price than Coca-Cola or Pepsi-Cola. The company hopes to continue re-entry in all of its former U.S. markets, and expand into the Midwest, in the near future. Diet versions of both Double Cola and Ski have been developed in recent years, as has Cherry Ski, which tastes like Mountain Dew Code Red and was developed several years before. The "Jumbo" line of fruit-flavored drinks has been expanded to include peach, strawberry, pineapple, fruit punch, root beer, and blue creme soda. Some of these drinks are available only in very limited areas.
Speculation that expansion to Middle Eastern markets was at least in part a chance to exploit the company's low profile and consequent lack of political connotations now inherent in the Coke–Pepsi struggle. Though the Double Cola company's international sales are not as large as Coke or Pepsi, their presence in South Asia, South America, the Middle East and consumption in 17 nations comprises their international market. Their two other brands, Oranta orange drink and Chaser lemon-lime drink, are available only in the international markets, and represent the extent of the international product line other than Double Cola itself.
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