Urge is a citrus flavored soft drink produced by Coca-Cola Norway. It is the Norwegian predecessor of Surge. It was introduced in Norway in 1996 as a test product. Surge was launched in the United States in 1997. Surge and Urge are no longer sold anywhere else, but after a steady decline, Urge sales increased greatly in Norway, reaching a market share near 10%, despite receiving no marketing since its initial launch. Urge was available in Norway in 0.5L and 1.5L bottles, and later also in 0.33L cans, but in Q1 of 1999 the 1.5L bottles were taken off the market, due to unsatisfactory sales. The cans also vanished from the market a few years later, leaving only the 0.5L bottles. It has a high sugar content at 68 grams per 0.5L bottle.
Urge Intense: Energy drink variant of Urge
Urge 1.5L bottles was relaunched to the Norwegian market on September 1, 2008. The relaunch is credited to a massive campaign by the consumers on the internet community Facebook.
An energy drink version, Urge Intense, was launched in Q1 2009. A raspberry flavored version ("Red Sting") was released in April 2010. In May 2012 an orange flavored version was launched ("Inferno").
Sales in Denmark and Sweden ceased in 2001. Urge is presently only produced in Norway, however it has also been imported to other countries. BevByen is the only US company importing Urge into the United States for retail sales.