In 1998, Branson himself attended the USA launch of Virgin Cola, driving a tank into New York City's Times Square as part of the launch.

Chairman, Virgin Group, which includes Virgin Atlantic airline, Virgin Cola, V2 record company and the 13-country, 122-shop Virgin Megastores chain.

Like any entrepreneur, he has had some high-profile failures, like Virgin Cola, and a reality television show that never attracted much of an audience.

Students at the Virginia Commonwealth University Adcenter, for example, were recently tapped to create a campaign reintroducing Virgin Cola to North America.

Pepsico and Virgin Cola have acknowledged that they complained to regulators about Coke, setting off the investigation in July.

Likewise, the marketing strategy for Virgin Cola in the United States made an initial impact when Sir Richard drove a tank through Manhattan.

In 2007, Silver Spring took over production of Virgin Cola.

It markets soft drinks, including Virgin Cola, and alcoholic beverages including Virgin Vodka.

For all this, he was paid $1 and given two cases of Virgin Cola.

Alexis Dormandy, Virgin Cola's executive vice president, said the initial goal was small.