Supermarket beverage aisles in 2004 will reflect the increasingly lighter tastes and more adventuresome thirsts of shoppers, retailers and observers told SN. The trends promise to make managing the section more challenging than ever, but still offer retailers opportunities for new profits and differentiation. Line extensions from carbonated soft-drink brands will likely be a key leveraging point this year, analysts said. The Coca-Cola Co., Atlanta, for one, rang in the new year with yet ...

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