The name SoBe is an abbreviation of South Beach, named after the upscale area located in Miami Beach, Florida. SoBe began as the South Beach Beverage Company and was co-founded by John Bello and Tom Schwalma. They worked with Flowdesign founder Dan Matauch to develop its iconic lizard and bottle design concept. Its inovative branding helped in its success and was bought by PepsiCo in October 2000.