Dr Pepper/Seven UP Leads Growth Soft drink sales increased a mere 0.6% in the U.S. in 1999, an increase of less than 100 million cases over 1998, based on preliminary statistics released from Beverage Marketing Corporation. Although industry volume topped 10 billion cases for the second straight year, average consumption fell by 0.2 gallons to 55.9 gallons for the first time in at least thirty years.