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Coke Sticks to Its Strategy While Soda Sales Slide

For 13 years running, Americans have been drinking less Coke. Now Diet Coke sales are falling off a cliff. A growing number of industry analysts suggest Coca-Cola should spend less to advertise cola and more to diversify aggressively through acquisitions of companies, like energy-drink maker Monster Beverage Corp. Sales of Coke's nonsodas, including Minute Maid juice, Dasani water and Powerade sports drinks, rose 5% last year by volume. Chief Executive Muhtar Kent has said that last year, when Coke's U.S. soda volume dropped 2%, was an anomaly.

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