John Sicher, editor of Beverage Digest, says that even modest brands can double their growth by exploiting Coke's powerful distribution network.

ECONOMIST: Coca-Cola: The bubbles pop | The

Until then, bottled water had mainly been sold in "big jugs and coolers" for people who didn't trust their water supply, said John Sicher, publisher of Beverage Digest.

WSJ: America's new love: Water

With the growth of energy drinks such as Monster and Red Bull expected to slow, Kickstart could also signal the emergence of a new category that plays off the promise of energy and other health benefits, said John Sicher, publisher of the trade journal Beverage Digest.

NPR: Mountain Dew Introduces A Breakfast Drink