La Croix's Succession of Coca-Cola & Pepsi

Soda consumption has substantially declined in the past two decades. Consumers worldwide have become more conscious about what they eat, what they drink, and the consequences of those choices on their health. By 2017, soda consumption had plummeted to a 30-year low. If soda wasn’t selling anymore, juice was out of fashion, bottled water was commoditized, and premium water was never able to outgrow its niche, the beverage industry was faced with a big question. Who would be the successor to Big Soda? What drink could directly replace soda? What company could take over Coke and Pepsi’s multi-billion dollar market share? In 2016, a small beverage company that had been under the radar since 1991 suddenly exploded in mainstream popularity and record sales. The Chosen One had seemingly arrived, boasting growth rates, unit volume, revenue, virality, consumer excitement that the beverage industry had not seen in decades. La Croix, a fruit-flavored sparkling water brand, owned by National Beverage Corporation was suddenly the hottest beverage in town. A fizzy seltzer that was once laughed at as a Midwest mom’s occasional indulgence seemingly overnight became the primary drink of choice for millennials. ============================= Modern MBA Resources - these are the tools that we’ve vetted and use to fuel our growth. ============================= 💰 Find the best credit card for you (60 secs, 5 questions, no email or sign-up needed): https://cards.moneymatchup.com/modern... 🚗 How to get the cheapest car insurance: https://secure.moneymatchup.com/auto-mba 👉 Invest with a full 1% transfer bonus with Public: https://secure.moneymatchup.com/publi... 👉 Save 30% on first 6 months of QuickBooks: https://secure.moneymatchup.com/quick... 👉 Get $100 cash when you run payroll with Gusto: https://secure.moneymatchup.com/gusto... 👉 Launch your side hustle with a LLC for $0 https://secure.moneymatchup.com/zenbu... ============================= Support Modern MBA - we're 100% independent, self-funded, and committed to making business education free to all. ============================= ☕ Tip: https://buymeacoffee.com/modernmba ☕ Patreon:   / modernmba   🤳🏻 TikTok:   / modernmba   🤳🏻 Instagram:   / modern.mba   🤳🏻 Reddit:   / modernmba   0:00 Big Soda At Work 5:42 Triumph of Science 10:00 The Industry's Reckoning 12:45 The Chosen One 15:51 Long Way Home 18:47 New Players, Same Threats 19:18 A Future of Known Unknowns