Tab Accounts for Just 1% of Coca-Cola’s Sales, So Why Is It Still Around?

The saccharin-sweet soda is starting to become trendy again

a can of Tab
Coca-Cola introduced Tab in 1963. Kacy Burdette for Adweek

Most people would be thrilled to live in a city as hip and sophisticated as San Francisco. But Natalie Kueneman, web developer by trade, remembers how tough things were for her there. The problem wasn’t that there was no arts or tech scene; it was that Kueneman couldn’t find Tab cola for sale anywhere in town. The nearest metro area that sold Tab was Sacramento—75 miles away.

This story first appeared in the Sept. 2, 2019, issue of Adweek magazine. Click here to subscribe.
@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.