Read this: Soda companies struggle to stay afloat in a sparkling-water world

Photo: Spencer Platt/Getty Images
Photo: Spencer Platt/Getty Images

Sure, we’re biased, but not surprised to find that as sparkling water drinks like La Croix surge forward in the world of beverage sales, sodas are taking a dive. That’s why, as The Wall Street Journal reports this week, you’ll see major beverage companies like Coca-Cola, PepsiCo, and Dr Pepper Snapple trying to angle their way into a different corner of the market: “The three drink giants, set to report their fourth-quarter earnings this week, have recently embraced different strategies to combat the long slide in soda sales.”


Some of these strategies involve the if-you-can’t beat-’em-join-’em brand of marketing, as PepsiCo is now pushing its new Bubly brand, a sparkling water beverage reminiscent of you-know-what. This move is aimed to help Pepsi land a piece of that booming sparkling water market, which “grew by more than 15 percent last year to $2.4 billion.” Last month, Dr Pepper hooked up with Keurig coffee pods, “in a $19 billion tie-up that has industry-watchers both stumped and intrigued.” And Coke recently released a new line of Diet Coke flavors that, according to our reviewer, don’t taste a whole lot better than the old Diet Coke flavors.

These veteran sodas almost seem like dinosaurs in the market, fighting a losing battle as they compete “with a larger-than-ever bevy of alternatives including fizzy waters and other flavored no-calorie and low-calorie drinks,” making their sugar-filled or artificially flavored beverages less palatable than an Izzy, say. You can read more about the changing state of the beverage world at The Wall Street Journal today.

Gwen Ihnat is the Editorial Coordinator for The A.V. Club.



Can’t they just cut the sugar content by, like, 95% and sell that?