Towne Club first entered the market in the mid-1960s, debuting its well-loved “Pop Shops” in Detroit. The Pop Shops offered an incredible number of soda flavors, much more than what was typically seen in grocery stores. The assortment of flavors was known to inspire curiosity and enjoyment among patrons. At Pop Shops, visitors entered the store, grabbed a sturdy wooden crate, and walked around the various stacks of pop—creating a memorable in-store experience. Customers would be encouraged to bring back empty bottles as well as cases, creating a virtuous cycle of experiences.