Faygo Beverages, Inc. is a soft drink company headquartered in Detroit, Michigan. The beverages produced by the company, branded as Faygo or Faygo Pop, are distributed in the Midwest, Mid-Atlantic, Central Southern regions of the United States, and southern Canada. Faygo is imported in Europe by American Fizz, an official distributor of Faygo. Faygo Beverages, Inc. is a wholly owned subsidiary of the National Beverage Corporation, Started in Detroit, Michigan in 1907, as Feigenson Brothers Bottling Works. As the company expanded, they felt the brand name was too long and changed it to Faygo. The brothers ran the company until the mid-1940s, when they turned it over to their sons. In the 1950s, the company created a series of radio and television advertisements featuring a fictional cowboy called the Faygo Kid, who was portrayed in animation for television commercials for Faygo Old-Fashioned Root Beer.
Faygo bottling plant and corporate offices, Detroit.
Because the drink had a limited shelf life, Faygo was only sold in Michigan until the late 1950s. Company chemists later resolved this issue by installing a filtration system to remove impurities from the manufacturing plant's water. In the 1960s, the soda's regional popularity expanded when the company began advertising during broadcasts of Detroit Tigers games. Commercials produced in the 1970s featured "everyday people" on the Boblo Boat singing the "Faygo Boat Song". Tree Sweet Products Corp. sold the company to National Beverage Corp. in 1987. In 2007, Faygo celebrated its 100th anniversary.
Faygo brands received some high praise from the culinary industry when it was announced that the September 2009 issue of Bon Appétit magazine ranked Faygo Root Beer as the best tasting American root beer, describing it as "dry and crisp, with a frothy head, a good bite and a long finish".
Faygo is often talked about by the horrorcore group Insane Clown Posse, who reference Faygo in several of their songs. Positive audience reaction to an early concert performance in which Violent J threw an open bottle at a row of hecklers resulted in the group continuing to spray their audiences with the drink. This practice was repeated and then developed into the Juggalo culture's "Faygo Showers".