The lizard king of sobe beverages

Abstract

John Bello, aka the “Lizard King,” has been lionized in the business press as having been the brilliant entrepreneur who started a beverage company from scratch in early 1995 with his partner, Tom Schwalm, and then sold the product line to PepsiCo seven years later for a reported $375 million. What many people do not know is how close Bello came to failing with his SoBe line of innovative drinks.

Citation

Bello, J. (2004), "The lizard king of sobe beverages", New England Journal of Entrepreneurship, Vol. 7 No. 1, pp. 7-10. https://doi.org/10.1108/NEJE-07-01-2004-B001