Who Are We Drinking?

This format doesn't totally do it justice, but the cluster diagram below is just a gorgeous representation of the fact that only three firms (Coca-Cola, Pepsi and Snapple/Dr. Pepper) control 89% of the soft drinks we drink in the U.S.:

(To look at it up close and read the analysis, click here.)

It's been a while since I've worked on any CSD (carbonated soft drinks, for those of you not in the know) clients, but back in 2004 and 2005, before pharmaceuticals took over my professional world, I was knee deep in sugary bubbles all day long. As a result, I find this interesting, but not surprising in the least.

However, I am almost a little surprised at the sheer variety of choices that still remain in the category. Yes, this includes generics and it also includes the ten zillion new energy drinks that seem to pop up each week. But that doesn't change the fact that - wow, we have a lot of choices.