Evolving consumer preferences have resulted in Coca-Cola and PepsiCo's entry into the highly competitive hard soda market. However, this has unearthed some deep worries among health experts regarding the health risks of alcohol consumption, especially among younger people. This case study offers an overview of the potential risks and benefits that soda companies can anticipate when entering this new market. Which strategies should these brands adopt to overcome business setbacks and expand their offerings?
