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SoBe began as the South Beach Beverage Company, a drink manufacturer based in Norwalk, Connecticut from 1996-2001. Their first product was SoBe Black Tea 3G which contained ginseng, guarana, and ginkgo. It proved popular and led to the introduction of other flavors. The company was bought by PepsiCo in October 2000. It was co-founded by John Bello and Tom Schwalm in 1995.