Double‐Cola and Antitrust Issues: Staying Alive in the Soft Drink Wars

This case study is the story of the underdog in the soft drink wars. It is a testament to the meaning of brands and the lengths that loyal consumers go to for Double‐Cola, one of many small regional brands that struggle to compete against industry giants. It also offers insights into current antitrust issues within the regulatory environment and the lack of protection given to small brands in their fight to stay alive. Consequences for consumers, bottlers, and small manufacturers are explored.