Retailers who wish to satisfy customers thirsty for choices are keeping the beverage aisle awash in a stream of new products. Shoppers want alternatives to traditional carbonated soft drinks, and these days there are many options. Aside from the brand extensions offered by the soft-drink category leaders, many companies are creating new brands and even categories in the beverage market. The strongest categories include bottled and canned coffees, sparkling waters, premium sodas, premium ...

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