By Gordon Young

The cola wars used to be fought with slogans, celebrity endorsements and Super Bowl spots. Now they’re being redrawn by something far less fizzy: tariffs.

As the US ramps up import levies on everything from aluminum to flavor concentrates, the battlefield has shifted. It’s not just about who has the biggest ad budget – it’s about who built the most resilient supply chain. And right now, PepsiCo is learning that even a half-century-old tax strategy can turn into a costly liability overnight.

According to The Wall Street Journal, nearly all of the concentrate used for US Pepsi and Mountain Dew Read full story ›

Source: The Drum