NEW YORK – After a 12-year hiatus from store shelves, Coca-Cola’s citrus-flavored Surge is making a comeback, reports CNBC. Although the soft drink technically relaunched in 2014 exclusively through an e-commerce deal with Amazon.com, Surge is now being re-released into stores.

Surge made its debut in 1996 and was taken off the market by 2003. Fanatics of the beverage “who famously bought a billboard less than a mile from Coca-Cola's headquarters in Atlanta that read ‘Dear Coke, we couldn't buy Surge so we bought this billboard instead,’” have taken to social media to share their excitement, notes the new source.

“There's a higher order going on here and what we're looking at is a company paying really close attention to a very passionate subset of their user base,” Ken Harris, managing partner at Cadent Consulting Group, told CNB. “And [they are] doing some very smart things with regard to mining data and seeing what the data is telling them and getting it to a point where they believe that by answering the call and accommodating the request they can drive business.”

Although Coca-Cola discontinued Surge because of dwindling sales, the company is upbeat about the comeback.

“We were pleased with the excitement and demand for Surge during the initial launch,” said Scott Williamson, vice president of brand and business communications for Coca-Cola North America, in a statement. “We continue to explore the possibilities of Surge.”

A map of stores selling Surge is available online.