PBG and DPS Accelerate Crush Brand Distribution
The Pepsi Bottling Group Inc. (PBG) and Dr Pepper Snapple Group Inc. (DPS) sign an agreement to make the Crush beverage portfolio available in the majority of PBG's territories throughout the United States.
The Crush brand is currently available in less than 40 percent of the market. Under the terms of the agreement, PBG will have a perpetual license to manufacture, sell and distribute the brand, which includes such flavors as Orange Crush, Diet Orange Crush, and Grape Crush, in about 80 percent of its territories throughout the United States, nearly doubling the brand's market penetration. The agreement is effective immediately, and PBG will begin distribution in early 2009. Financial terms were not disclosed.
According to PBG North America President Rob King, "The addition of Crush greatly enhances our position in the flavored soft drink category, as it's a terrific brand with broad consumer appeal and attractive growth prospects."
Jim Johnston, DPS President of Sales, adds: "With flavors playing an increasingly important role in the carbonated soft drink category, we're confident that together we can repeat that success in the United States and make Crush a popular national brand available to more consumers in more outlets. Simply put, it's a brand with tremendous untapped potential."
The Crush brand is currently available in less than 40 percent of the market. Under the terms of the agreement, PBG will have a perpetual license to manufacture, sell and distribute the brand, which includes such flavors as Orange Crush, Diet Orange Crush, and Grape Crush, in about 80 percent of its territories throughout the United States, nearly doubling the brand's market penetration. The agreement is effective immediately, and PBG will begin distribution in early 2009. Financial terms were not disclosed.
According to PBG North America President Rob King, "The addition of Crush greatly enhances our position in the flavored soft drink category, as it's a terrific brand with broad consumer appeal and attractive growth prospects."
Jim Johnston, DPS President of Sales, adds: "With flavors playing an increasingly important role in the carbonated soft drink category, we're confident that together we can repeat that success in the United States and make Crush a popular national brand available to more consumers in more outlets. Simply put, it's a brand with tremendous untapped potential."
