For decades, competition between Coke and Pepsi has been described as a “carefully waged competitive struggle.” The most intense battles in the cola wars were fought over the $48 billion industry in the United States, where the average American drank over 48 gallons per year. However, industry analysts contended that the U.S. soft drink industry had plateaued, and that total consumption was unlikely to increase significantly shortly. As a consequence, the cola wars were moving to international markets. “Coca-Cola used to be an American company ... More