They may not be drinking more, but they're drinking better.

Admit what we did wrong: I started drinking too many Cokes, eating later.

It's not that they can't be successful, ... It's just that the bulk of the market in the U.S. tends to be middle- and low-price brands. You really have to tell a compelling story to convince people to pay more.

It is a rapidly changing beverage landscape and it is important for Coke to move quickly to deliver on what the consumer wants. The competition for shelf space is intense.

There are quite a few premium soda brands, but the vast majority are regional or local, (with) fairly limited distribution and availability. And distribution -- getting your product from the plant to the retailer -- is probably the single greatest challenge for beverage companies today.

Consumers have moved up to products that they perceive as being higher quality.