Do you remember the commercial hype surrounding the release of Crystal Pepsi in 1992? On TV, Sammy Hagar’s voice and a sequence of Deep Thoughts-style messages heralded colorless cola as the drink of the future.

Crystal Pepsi was not the first clear cola ever produced, though. The Coca-Cola Company was responsible for that accomplishment, thanks to an unusual political request they received in the 1940s.

Marshal of the Soviet Union Georgy Zhukov

Georgy Zhukov was the top commander of Soviet military forces during World War II. He led some of the most consequential operations of the war and was named a Hero of the Soviet Union four times for his outstanding leadership. Remembered as one of the most brilliant military leaders in modern history, Zhukov stood alongside General Dwight D. Eisenhower, Field Marshal Bernard Montgomery, and General Jean de Lattre de Tassigny at the post-war victory ceremonies in Berlin.

Zhukov and Eisenhower forged a friendship while working with the other Allied force leaders to transition to a postwar governance. During their time together, Eisenhower introduced Zhukov to Coca-Cola, one of Ike’s favorite beverages. Coke historian Mark Pendergrast wrote in For God, Country, and Coca-Cola that a quick first sip stung Zhukov’s nose, but he liked the drink when he tried taking it more slowly at Eisenhower’s suggestion.

Coke as a morale booster

Eisenhower saw Coke as a morale booster for troops stationed around the world. During the war, he sent an “urgent cablegram” ordering three million bottles of the popular product and supplies to build several overseas bottling plants that could keep up with troop demand. 

According to the official Coca-Cola company website, the US military in Europe and the Pacific drank more than five billion bottles of Coke during the war. As Coca-Cola’s global presence spread, it became a widely recognized symbol of American culture, capitalism, and influence. 

A special favor

Although Coca-Cola was not officially banned in the Soviet Union following the war, it was stringently discouraged. General Zhukov did not wish to be seen drinking something so strongly associated with American values, even though he enjoyed the beverage.

With his newly initiated tastebuds, the general hoped there was a way to produce a clear version of the beverage that would look like vodka — a much more socially acceptable refreshment. He reached out to his American counterparts to see if they could accomplish the feat, and his request was passed on to President Harry S. Truman. 

Truman put an executive at Coca-Cola on the case, and a company chemist removed the caramel coloring. The resulting colorless beverage was packed into clear, unmarked bottles complete with red-starred caps. To the unsuspecting eye, they looked just like bottles of vodka. Fifty crates were delivered without incident, and to the best of our knowledge, this special run of clear Coca-Cola in 1946 was the last of its kind.

Colorless revolution of the ‘80s and ‘90s

Despite Coke’s earlier secret colorless concoction, Pepsi was the first major soft drink company with a mainstream, mass-marketed clear cola. Crystal Pepsi was advertised as a more “natural” and caffeine-free alternative to traditional colas, and consumers spent $474 million on the product in the year after its April 1992 launch. 

Coca-Cola soon followed with its Tab Clear, while other colorless products like Zima — an alcoholic malt beverage manufactured by Coors — also entered the market. 

The novelty wore off pretty quickly, however, with many consumers disliking the colas’ taste and gimmicky advertisements. Crystal Pepsi was discontinued at the end of 1993, and Tab Clear in 1994, although Crystal Pepsi has had limited comebacks over the years.  

One of the most enduring relics of the “clear craze” is a 1993 Saturday Night Live spoof commercial for Crystal Gravy, a completely transparent and disturbingly thick goop. 

Book cited

Pendergrast, M. (2024). For God, country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It. Basic Books.