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 Choice: The All-Consuming Thirst

By Kenneth Hein

"Niche categories are dominating the growth in the world of refreshment beverages today, and they are likely to continue to do so in the coming years," said Gary Hemphill, managing director at Beverage Marketing, New York. "In order to thrive and even survive, beverage companies must diversify."
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Top Brands by Category:
  Brand/Parent Company Lead Agency/Location Total Sales (cases) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  GENERAL
  1. Coke Classic / Coca-Cola Wieden+Kennedy / Portland, OR 1,707.30 119.10 7.33 95 7.67 71.2  
  2. Pepsi-Cola / PepsiCo BBDO / New York, NY 1059.8 59.4 7.52 90 7.46 70  
  3. Diet Coke / Coca-Cola Wieden+Kennedy /Portland, OR 990 48.7 6.5 90 6.19 59.1  
  4. Mountain Dew / PepsiCo BBDO / New York, NY 659.6 26.8 6.55 87 5.98 57.4  
  5. Diet Pepsi / PepsiCo BBDO / New York, NY 594.9 31.9 6.24 84 5.41 53  
  6. Dr Pepper / Cadbury Deutsch / Los Angeles, CA 585.9 33.3 7.31 88 7.05 65.5  
  7. Sprite / Coca-Cola Crispin Porter+Bogusky / Miami, FL 553.3 12.5 7.13 95 7.2 66.1  
  8. Fanta / Coca-Cola Ogilvy / New York, NY 177.6 0 6.45 63 6.18 55.6  
  9. Diet Mtn Dew / PepsiCo BBDO / New York, NY 163.1 13.9 6.18 69 4.99 48.3  
  10. Diet Dr Pepper / Cadbury Young & Rubicam / New York, NY 154 13.3 6.61 76 5.77 54.7  
  Brand/Parent Company Lead Agency/Location Total Sales (cases) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  NEW AGE/SPORTS/WATER
  1. Gatorade / PepsiCo TBWA\Chiat\Day / Playa del Rey, CA 3,407.80 164.70 7.14 85 7.21 66.1  
  2. Aquafina / PepsiCo BBDO/ New York, NY 1,609.80 15.5 6.77 81 6.81 60.7  
  3. Dasani / Coca-Cola Anomaly / New York, NY 1,470.30 1.3 6.97 80 7.03 63.3  
  4. Red Bull Kastner & Partners / Santa Monica, CA 1,401.60 56.8 5.28 64 4.39 42  
  5. Lipton / PepsiCo DDB / New York, NY 1,103.50 25.3 7.55 90 7.94 70.8  
  6. AriZona / F&V In-house 788.4 0.02 6.94 53 7.04 62  
  7. Powerade / Coca-Cola Wieden+Kennedy / Portland, OR 719.1 10.3 6.82 60 6.67 59.4  
  8. Monster / Hansen’s In-house 672.2 0 6.38 35 5.13 50  
  9. Tropicana / PepsiCo Arnell Group / New York, NY 653.2 28.8 7.67 87 7.71 69.7  
  10. Poland Spring / Nestlé McCann Erickson / New York, NY 631.7 12.5 6.99 45 6.75 59.5  
PREV CATEGORY NEXT CATEGORY Sources, General: Beverage Digest (sales in millions of cases)/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Sources, New Age/Sports/Water: Beverage Marketing Corp/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.
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