Megabrands

There are now 25 soft drinks megabrands in the United States, according to Beverage Digest newsletter.

These are defined as liquid refreshment beverage trademarks which sell more than 100 million cases, equivalent to 568 million litres. Curiously, they exclude refrigerated juices.

Inevitably Coca-Cola and Pepsi-Cola come top, with Coke outselling Pepsi by almost 2:1. Unexpectedly, water brands have as many entries as carbonated soft drinks – 10 each. The others are 2 sports drinks, 2 iced teas and 1 energy drink – Monster.

Mountain Dew and Dr Pepper come ahead of Gatorade and Sprite. Nestlé Pure Life, Dasani and Aquafina are the leading waters – all in the top 10.

The list highlights the level of concentration in the US industry. They are owned by just 8 companies and have a 74% volume share.