Virgin Cola was set up during the early 1990s in conjunction with Cott, an American-Canadian company that specialises in bottling own-label drinks.

From 1996, the 500ml bottles were marketed as "The Pammy", as their curves were designed to resemble Pamela Anderson who was at the height of her popularity in the UK at the time.

[4] In 1998, Branson attended the USA launch of Virgin Cola driving a T-54/55 tank into New York City's Times Square.

[7] A bottle of Virgin Cola can be seen on the coffee table in Monica and Rachel's apartment in the Friends episode "The One with Joey's Bag" that first aired in the U.S. on 4 February 1999.

A can of Virgin Cola appears in Ally McBeal in the title character's refrigerator in the episode "Love Unlimited", first aired on 18 January 1999.

[15] Later the Coke executive would work for Lloyds TSB and would become the manager of Virgin Group's bank accounts to which Branson, when he found out from her at a dinner, said "I wasn't sure whether to strangle her or not" but forgave her for it.

[14][16] In 2007, Silver Spring acquired the UK licence from Princes Group, who had been operating Virgin Cola in a limited capacity.