How PepsiCo Is Innovating To Attract Higher Soda Volumes
The shrinking carbonated soft drinks market is a cause of concern for soda makers and PepsiCo is now experimenting with new concepts to make soda a premium and trendy drink. The company plans to open “Kola House” in New York in the spring of 2016 which is an experimental kola bar, lounge, restaurant, and event space. According to the company its goal is to create a modern hub for consumers to share social and immersive experiences that are anchored in the exploration of its cola’s artisanal craft and flavor. The lounge will serve PepsiCo’s soft drinks with its logo subtly incorporated in the space. This comes on the back of PepsiCo’s launch of craft cola called Caleb’s Kola in late 2014 aimed at bringing the “cool” quotient back to carbonated beverages. We believe while the company is working on initiatives to attract customers to the soda market, whether positioning these beverages as premium drinks will lead to higher sales or not, will be visible in the coming years.