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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
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"It's a very interesting experiment capturing a number of attributes, " Sicher said, likening it to Starbucks' Refreshers drinks, which promise "natural energy" from green coffee extract.
NPR: Mountain Dew Introduces A Breakfast Drink
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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