From the outset, Jolt's marketing strategy centered on the caffeine content, billing the drink as a means to promote wakefulness.

Jolt Cola later diversified into additional flavors named Cherry Bomb, Citrus Climax, Orange Blast, White Lightning (grape), Red Eye, and Electric Blue.

The Jolt Cola Web site claimed that the "Quick Fix" sizes were available at establishments serving "adult beverages", for use as a mixer.

Flavors offered were Cola, Blue Raspberry, Cherry Bomb (cherry cola), Silver (lemon-lime), Wild Grape, Orange Blast, Passionfruit (featuring a yellow can) and Ultra (a diet drink with Splenda as its artificial sweetener alongside guarana, ginseng, taurine, and vitamin B complex).

Jolt Cola ceased updating its international social media outlets in March 2019; shortly thereafter, Dollar General stopped selling the product.

[5] In October 2024, the sports supplement company Redcon1 announced an upcoming release of a sugar-free energy drink with Redcon1 and Jolt Cola co-branding.

[10] Jolt Cola is also manufactured under license in Australia and Sweden, and formerly (and briefly) in the United Kingdom and the Philippines.

In Ireland, Jolt Cola was sold in 500 ml (17 US fl oz) bottles in most Eurospars and Dunnes Stores.

The license was terminated in 2001 after Cosmos was acquired by Coca-Cola Bottlers Philippines, Inc.[14] Jolt was redistributed after the formula was modified by RC Cola distributor Eduardo Sanchez and Victoria Lambert.

Two hosts of a pirate television broadcast claim to be sponsored by the beverage and advertise Jolt Cola as "the soft drink of the elite hacker".