Urge soda

Urge is a citrus-flavored soft drink that was first launched in Norway in 1996 by The Coca-Cola Company. It was developed as a precursor to the American brand Surge, which was introduced to the United States shortly after. While Surge faced discontinuation and intermittent re-releases in the U.S., Urge remained a consistent staple and cult favorite in the Norwegian market.

The product is produced and bottled locally in Norway through Coca-Cola Europacific Partners (CCEP) under license from the brand owner. This ensures that the beverage maintains its iconic taste and packaging specifically for the Scandinavian consumer base.

The brand remains under the ultimate ownership of The Coca-Cola Company, headquartered in Atlanta, Georgia. As a global leader in the beverage industry, Coca-Cola manages the brand's intellectual property while utilizing local subsidiaries and giant bottling partners to handle regional production, distribution, and marketing efforts.