Pour one out for the TaBbies—Tab Cola has been discontinued by Coca Cola. With nearly zero market share and limited availability, you might be surprised to learn that Tab even still exists. But the once-popular zero-calorie drink has been kept afloat by intensely devoted fans—also known as TaBaholics—who have already been stockpiling the distinct, slightly bitter cola for years.
Sweetened with saccharine, Tab debuted in 1963 as Coca-Cola’s first diet soda, and was initially targeted to women with some extra-cringey ads:
A forerunner in the diet soda market, Tab reached its peak in the 1970s and early 80s, when the drink became something of a pop culture icon embraced by health-conscious yuppies:
With the launch of Diet Coke in 1982, Tab slowly faded away from the limelight, left to a small hardcore following that regularly petitioned Coca-Cola to make more of their soda. As of 2019, Tab represented 0.1% of all global diet cola sales, according to the Wall Street Journal.
Where can I buy Tab?
You’ll need a lot of luck if you want to hoard Tab, as it’s been in short supply for a long time. With supply cutting off entirely by December 31, it will only get harder to find.
As has been the case for months, Amazon, Target, eBay and Walmart are all out of stock, as are the more obscure vendors like Beverages Direct. Note that you can enable “in stock” alerts for the big chains and be notified when they’re available, but they will sell out fast. Your best bet might be fan-run websites and Facebook pages that share Tab sightings.
If you do get your hands on some Tab, remember that soda typically only lasts six to nine months in storage (keep it in a fridge and you might be able to stretch that out a bit). After that, the stuff will become undrinkable and then it really will be over. R.I.P. Tab.