Belch-inducing soda rumbles into local stores |

Belch-inducing soda rumbles into local stores

Tim Mutrie

The Denver-based Excuse Me, Inc. is bringing its new burp-inducing beverages to the Roaring Fork Valley.

Though the company is less than a year old, the four flavors of Rudy Begonia’s Belcher – Loogie Lime, Obnoxious Orange, Cherry Bomb Cola and Gastro Grape – are now available in Texas, Oklahoma, Utah, Wyoming and Colorado, and the company hopes its growth continues.

In the valley, Rudy Begonia’s Belcher is still a rarity, but the 16-ounce canned sodas may be found at City Market (not in Aspen yet, though), the Old Snowmass Deli, Bumps at the base of Buttermilk Mountain and at the Thunderbowl Cafe at the base of Aspen Highlands.

As the name suggests, Rudy Begonia’s Belcher is pop engineered especially for belching.

“Rudy Begonia’s Belcher gives you the loudest, longest, most explosive belches you’ll ever have,” company literature claims. A built-in belch gauge on the can indicates how the biggest of gulps produce the biggest of burps. Hardcore belchers can listen to some pretty bodacious burps via the company’s website ( on computers with audio capabilities.

“Kids are the target market here,” said Jill Johanningmeier, Excuse Me,

Inc.’s sales manager. “But it’s a gimmick that actually tastes really good. The orange is wonderful, and compared to all the national brands, I think it’s superior.”

“The thing that surprises people is that it tastes good,” said Dennis Johanningmeier, president of Excuse Me, Inc. “Parents enjoy it as much as kids.”

Presently, the company is moving about 500 cases of Rudy Begonia’s Belcher per week, through the Innermountain Distributing Co., Jill Johanningmeier said.

The soda’s quirky name has an interesting story, Jill explained.

“He’s just a fictitious character. It was the name of the company president’s college intramural volleyball team,” she said. “Rudy is rude and it’s rude to belch, so it all just flows along.”

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