There are quite a few premium soda brands, but the vast majority are regional or local, (with) fairly limited distribution and availability. And distribution -- getting your product from the plant to the retailer -- is probably the single greatest challenge for beverage companies today.
There's a lot of innovation around products that fall under the umbrella of 'good for you'. Increasingly that's the direction the consumer is moving.
The competition for shelf space is intense.
Consumers have moved up to products that they perceive as being higher quality.
They may not be drinking more, but they're drinking better.
[You may wonder why these drinks taste so awful. Apparently, awful is the point.] Not tasting great might have the potential of helping the product, ... That it has this medicinal quality kind of underlines why you're consuming the product, because it provides energy.
They were the first to recognize that the consumer was moving to noncarbonated products, and they innovated aggressively.
It's not that they can't be successful, ... It's just that the bulk of the market in the U.S. tends to be middle- and low-price brands. You really have to tell a compelling story to convince people to pay more.
It's obviously the summer holiday weekends, Memorial Day, Labor Day and the Fourth of July that tend to be the big three for refreshment. Sales can be greatly impacted.
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