Juice 107.2 started life in Brighton and Hove on March 27th 1997. At that time it was known as Surf 107 and was owned by a local business consortium known as Brighton and Hove Local Radio (formerly known as Level Broadcast – the company behind the Kiss brand in the north).
In December 2001, Forever Broadcasting, who already owned Juice 107.6FM, Tower FM, Wolf 107.7FM and Peak 107FM, purchased Surf 107 for £4.5 million and stated their intention to rebrand the station as Juice. Forever’s Juice brand targetted the 15 to 34 age group with a mix of dance music, chart music and local information – much the same as Surf.
Following the rebrand to Juice 107.2 it became the new station for Brighton, Hove, Worthing and beyond, servicing a receptive adult/youth audience with a vibrant mix of the latest dance and commercial music, news and reviews. Also the introduction of the 107.2 Juicy Crew who were (and still are) the stations roving ambassadors spreading the word of Juice to the streets. This is the era of Juice that we love and cherish, and which this site is dedicated to.
By October 2003, Forever had sold the station back to the original founders of Surf, Steve Stark and Daniel Nathan.
