The Great Southeast Bottling Company eventually became known simply as GSBC. It was still a Moxi-Cola franchisee, but in the 1990’s it had aggressively tried to expand its own range of soft drinks to keep more profit in-house instead of frittering away to Kentucky.

GSBC had started with a discount cola, AtlantiCola, distributed primarily to big-box retailers on the coast. It had sold well enough that an entire line of flavored AtlantiColas had been built up, with the fruit-flavored varieties becoming popular in large cities like Atlanta and outselling even the Moxi-Cola GSBC distributed. That lasted until rumors–some believed spread by competitors–that AtlantiCola was competitively priced because it caused impotence. The rumors initially spread by word of mouth in Spanish-speaking neighborhoods, and by the time GSBC execs were aware of the problem, sales had plummeted 98%. The entire AtlantiCola line was pulled not long after.

Under its new Cola Coast imprint, GSBC tried to rebound. They produced a clear cola at the tail end of the craze, followed by an unpopular strawberry drink. Their vanilla-flavored Cola Coast Fountain line was popular only with competitors’ executives, and was swamped in the vanilla cola wave of the early 2000’s. By the time Gerard signed on, GSBC was living from paycheck to paycheck on distributed Moxi-Cola and a potpourri of their own brands with less than $2 million in annual sales.