Friday, September 24, 2010


While flipping through I came across this blog post.

I’d always known that Pepsi and Coca-Cola have had far-reaching empires, but I never thought that they, along with Dr. Pepper (which I always thought was owned by Pepsi, for some reason) would produce 89% of the soft drinks out there in the American market. That's some crazy CR3.

A zoomed-in version of the diagram can be found here , so you can actually read all of the companies’ names. I found myself roaming around this for hours, seeking familiar brands and finding that they are, in fact, tied back to Coca-Cola in some way or another.

Add in the fact that while not completely under Coca-Cola’s (or Pepsi’s or Dr. Pepper’s) control, most other soft drink companies are in competing markets. These three mega-companies produce and distribute drinks of all varieties – no lemonade, tea, or energy drink manufacturer can get away from “the big three”, and have to match their prices to the larger corporations’.

The diagram presented in this post represents pseudovariety. We have so many choices as to what flavor of softdrink we should get, but all these varieties are really concealing a lack of any real choice as to who we give our money to.

1 comment:

  1. Isn't this an amazing graphic? I saw the original poster (and the sociologist, Phil Howard) at a conference this summer. It was getting a lot of attention. This is such an effective visual - and your commentary about it is spot-on.