A Hot Fight over Cold Drinks

The guzzler's cup runneth over in a profusion and confusion of new brands

Soft-drink lovers, who poured $25 billion into bubbly beverages last year, are used to being ardently wooed. Madison Avenue has long pursued hem with slogans like "Coke is it!" or "Pepsi now!" set to foot-stomping tunes. Now soft-drink makers are wooing the guzzlers with a flood of new brands. Nine colas have been introduced by major producers in the past 15 months, which is more than in all the years since John Styth Pemberton whipped up the first batch of Coca-Cola...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!