Coca-Cola is reviving Surge, back by popular demand after a 12-year hiatus, according to a company release.
The citrus-flavored sparkling drink is exclusively available though online retailer Amazon.com, in 12-packs of 16-oz. cans. The first batch of Surge sold out within hours on Amazon Monday but according to the brand's Twitter handle, there will be more soon.
The re-launch marks many firsts for Coke: this will be the first time the company distributes solely using e-commerce. It will also be the first time Coke forgoes traditional advertising strategies (such as TV) and relies only on social and digital media.
"If expectations are met, this may be only the first of a variety of efforts we explore to launch niche products through e-commerce relationships," said Wendy Clark, president of Coca-Cola North America's strategic marketing.
The beverage had a short four-year run before it was discontinued in the early 2000s. But lobbying from brand-loyalists in recent years convinced Coke to restore Surge, the first discontinued Coke product to make a comeback.
—By CNBC.com staff