Episode 36: Should Soda Bottlers Sell Alcohol? And can they?
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Episode 36: Should Soda Bottlers Sell Alcohol? And can they?
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Beverage Digest Editor & Publisher Duane Stanford and industry expert John Sicher dig into whether Coke and Pepsi bottlers should get serious about distributing alcohol, and why the three-tier system makes it far harder than it seems to “just put it on the truck.” Along the way, they unpack PepsiCo’s Blue Cloud experiment and Coke’s licensing-first strategy. They also take a few minutes to assess whether Coca-Cola’s new prebiotic versions of Coke Zero, Sprite Zero, and Fresca are a scalable path to growth.
• post-COVID crossover rush between non-alcoholic and alcohol companies
• why declining volumes make bottlers crave more truck tonnage
• the trade-offs between bottler upside and franchisor distraction risk
• how the three-tier system and state-by-state rules limit vertical integration
• what PepsiCo’s Blue Cloud tried to do and why regulators pushed back
• why Coke’s licensing model avoids distribution warfare
• how prebiotic soda creates “permission to drink” and whether the segment has the staying power of energy drinks
• the “jelly bean rule” context for functional claims in soft drinks
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