people like water. or coffee.

Ad age reports that Beverage Digest reports that the sales volume of carbonated soft drinks across retail, vending and fountain channels fell last year for the first time in two decades. Sales slid by .2%, and if they didn't include the energy soft drinks like (the ugly designed) Full Throttle, pictured above, that dip would have been to .7%.

John Sicher, editor of Beverage Digest points out that “This is the first generation of children that are going to grow up not viewing soft drinks as the ultimate treat." An analyst for Morgan Stanley estimates that soft drink sales will continue to slide by about 1% each year, for the next few years.

Wow. All this talk of fractions and percentages is a real buzzkill for us simple creative folk. My head hurts. I'm feeling tired now. Better go look at some pictures.


*IPHQ* said...

I think the slip is due to the fact that nobody gives a rat's ass anymore about energy drinks because everybody and their mother has to have their own version of one. For God's sake, TAB has an energy drink. Gimme a break. Let Red Bull do it's job and the rest of you do yours. Either way, I'm heading to Caribou Coffee when I need a little lift.

darryl ohrt said...

But wait - TAB's got cool package design. And check out this cool, retro vintage tab bottle. Remember when soda came in glass bottles?

We tried TAB's energy drink today in our office, and it was good. And not every guy can pull off the whole drinking pink energy fluid from a pink little can. Tab rocks.

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