John Sicher Category Quotations

We estimate that the diet category could actually surpass the regular soda category in about 12 to 15 years,

The energy drink category came out of nowhere. It's been a pleasant surprise for the industry.

The carbonated soft drink category is fundamentally in trouble. I anticipate there will be some sporadic growth of a few regular brands and some diets, but the outlook doesn't look good for the category.