The milkman is but a fanciful and distant memory. The cola wars went the way of the cold war. Juice drinks are hardly juice. And tap water has always just been, well, tap water. Not long ago, the thirsty had only a few places to turn to remedy their condition.

Fast-forward to the overcrowded refreshment arena, where there's no lack of choice – but there is a distinct lack of quality and uniqueness. And as a company whose employees are often thirsty, sometimes sleepy and always filled with a Klingon-esque sense of honor and duty, BAWLS did what they had to do. They brought BAWLS to the thirsty, fatigued masses.

With all the skills of mad but mostly harmless scientists, the BAWLS team concocted an ultra-caffeinated soda using the guarana berry, giving the brew its indescribable flavor and caffeinated kick-in-the-teeth. But any marketer worth his berries knows that packaging is nearly as important as the product itself – thus, the iconic bumpy BAWLS bottles and circle-splashed cans were born.

Today, BAWLS has grown into a thriving, independent American company and a pioneer in the refreshment industry, ready to give a new generation the FUEL to take on the world.