Carbonated Category Share Continues Falling
As the impact of Pepsico's recent acquisitions of Tropicana, Gatorade and SoBe continues to unfold, retailers are facing a host of new concerns stemming from big beverage mergers, sub-category proliferation and the rapid growth of several upstart bprise in the industry, considering that most of the companies spend little or nothing on commercial advertising — although Red Bull has recently launched a major television advertising campaign.