It's a multi-million dollar market and there's no indication that the bubble will burst. Apart from poor weather, it seems that nothing will stop the European soft drinks industry from growing further and faster. In 1998 alone, retail sales were worth in excess of US$44.6m, up 12.5% since 1994 according to Euromonitor International's report, The Market for Soft Drinks in Western Europe. Retail volume reached 57,642m litres, a 15% rise during the same period.