The 1919 lemon-lime drink is now made in limited quantities by Dad's Root Beer, which acquired the brand in 2007, with single 12-ounce bottles selling for up to $3.49.
Once distributed through Coca-Cola bottlers before Sprite emerged, Bubble Up later changed owners repeatedly, struggled with distribution and went bankrupt.
Its cult following is tied to cane sugar, lemon and lime oils, glass-bottle nostalgia and selective availability at some grocery stores, specialty soda shops and online retailers.
Is Bubble Up’s premium flavor real, or are fans just buying well-marketed nostalgia?
Can a vintage soda grow its cult following without losing its old-fashioned soul?