I guess I wrote about this years ago (see Surge, Vault) when they half-ass relaunched Surge as Vault about ten years ago.
I used to be extremely obsessed with different sodas. I also used to weigh 250 pounds and need thousands of dollars of dental work a year. Surge was like the apex of this addiction. Seattle was a test market for Surge back in the late 90s, and I got onboard in early 1997. Then I quit soda and caffeine entirely for most of that year, and stopped drinking it. But about a year later, I fell off the wagon, starting with the occasional soda during writing sessions.
In 1998, I was going hard on the Rumored to Exist manuscript, and trying to figure out exactly what rituals would put me in the right frame of mind to finish this insane book. Like I used to write starting exactly at 9 PM, and then stop at midnight and go to the 7-Eleven on the corner of 16th and Madison to get a Coke Slurpee. And I started chipping in on the Surge during writing sessions, and managed to get a decent (although disorganized) second draft of that book done before I left for New York.
There was no Surge in New York, and no 7-Elevens at that point in time, either. I would have occasional Surge sightings – one time I had rented a car for some reason, and drove on the Long Island Expressway way the hell out to Syosset or something, and stopped at a two-pump gas station with one cooler of sodas, and they had four cans, which I hoarded. And once when I was visiting my then-girlfriend at Cornell, I went to a Wendy’s that had it on tap. But by 2001 or so, it had entirely vanished from the region. And my writing dried up after I published Rumored in 2002, although one probably doesn’t have to do with the other, except in my head. Case in point: Vault came back in 2006, and I still didn’t get shit done.
So Surge is back now, although the distribution is still spotty and weird. I haven’t seen it in stores, but it popped up on Amazon Pantry while I was shopping for other stuff, so I bought a case. It was ridiculously expensive — $14 for a dozen 16-ounce cans — and I don’t know that I can even drink all of this. Back in the old days, I’d plow through it in a few nights. But now I’m logging every calorie I consume, and 230 empty calories is a pretty big hit. I also haven’t drank soda with sugar in it for almost ten years now, aside from a few odd occasions where nothing else was available. (Like I remember stopping at a beach cafe in rural Mexico a few years ago and buying a glass-bottled Pepsi, which was miraculous after spending a few hours off-roading on ATVs.) I haven’t drank any yet, and maybe I’ll only try a can or two.
The whole episode is a strange hit of nostalgia for me. It reminds me of Seattle, of the start of New York, and I’ve been thinking a lot about Rumored lately, how it was the perfect storm of weird writing and chaos. It also makes me think about the cyclical nature of these things, how Coca-Cola seems to be hitting these things every ten years on the dot, how they have these limited markets and test runs and special windows of time. There are times I’m heavily affected by how these things from recent history just vanish, how I can never go to Garcia’s Pizza again, or go to the University Park Mall Bally’s and play Smash TV. And then I’m thrown little bits of the stuff back, like a web page about a nostalgic item, an eBay auction for a Mattel Aquarius, a ROM so I can play a long-lost game on my Mac. They just rebooted New York Seltzer, which I thought for sure was long gone, and now I see the little squat glass bottles every time I go to my neighborhood diner.
I always wonder if we’re now in a hyper-accelerated version of a wayback machine, constant pings back to these limited-time-only items that are relaunched like a McRib as a cash grab. Or is this the same as when Fifties nostalgia hit hard in the Seventies? Will there be any satisfaction in a relaunch of an old product I missed, or will it be a pyrrhic victory, never bringing any real satisfaction? Maybe it even causes more distress, because I’ll get one little hint of a past that I think would make me happy (even though I know I wasn’t happy then) and it will give me a brief hit of dopamine and nothing else, making me want even more. We’ll see, I guess.