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Soda Fans Fight To Save Surge

Devoted fans of elusive soft drink Surge have started a letter-writing campaign to Walmart Inc. and Coca-Cola bottling executives in hopes to get the beverage back on the market. The "fully loaded citrus soda" is no longer sold in bottles or cans and on rare occasions is spotted in soda fountains across the U.S. Fan site- www.savesurge.org offers Surge lovers' 500 pages of testimonials, photos of Surge memorabilia, even a recipe for making a surge-like drink at home. Two Arizona women have said they plan to head a petition signing at a country music festival this month. While a Norwegian man offers shipments or Urge, a Surge-equivalent sold in his country. Coca-Cola debuted the drink in 1997 to compete with the ever-popular Mountain Dew, offering a flavor that bordered between lemon-lime and orange and containing more caffeine than Coke or Pepsi. Sales of the drink began to dwindle around 2002. That's when web designer and surge devotee, Eric Karkovack started the website, which averages 500 hits a day. "I never expected when I started the Web site that it would still be going three years later," said Karkovack, 27, who hasn't had a swig of the bright green liquid since 2003. "I just figured that, like most of these sites that want to save something, that it would be a fad." Twelve-packs of the drink have been know to sell on eBay for as much as $152. Coke spokesman Scott Williamson said Coke has no plans to raise Surge's profile. "If there were to be increased demand for Surge, we would consider making it more widely available," he said. In 2004, Surge sold 200,000 cases, a major drop from 69 million in '97. It's rival, Mountain Dew, sold 650 million cases in '04. If savesurge.org ultimately fails, Karkovack said the effort would not have gone to waste: The cause brought together a disparate group of people who, at least for a while, had a good time. v "It's more like a community than a Web site," he said.