By Seb Joseph

Pepsi is out to prove that it can do craft just as well as it can do mainstream with a marketing campaign to introduce a brand it hopes will appeal to drinkers who want more provenance.

The arrival of the much-anticipated ‘1893 from the Makers of Pepsi-Cola’ drink sees the business attempt to replicate artisanal brands that are enjoying vast popularity of late.

Craft is king in the eyes of many younger, healthier drinkers, PepsiCo’s drinks boss Brad Jakeman admitted recently, which has seen his business create something that takes inspiration from the new breed of fizzy drinks, all the Read full story ›

Source: The Drum