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US: Dr Pepper Snapple extends Crush on Pepsi Bottling

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Dr Pepper Snapple Group has secured the resources of the Pepsi Bottling Group for its Crush CSD brand in the US.

The agreement, confirmed today (21 August), will see the Crush range up its presence in the US from less than 40% coverage to around 80% availability in the country.

Under the terms of the agreement, PBG will have a perpetual license to manufacture, sell and distribute the brand, which includes such flavours as Orange Crush, Diet Orange Crush, and Grape Crush. Financial details behind the tie-up were not disclosed.

"This agreement is an important part of our strategy to (strengthen and diversify our product portfolio), as it aligns our flavoured offerings across the US and Canada," said PBG North America president Rob King. "The addition of Crush greatly enhances our position in the flavoured soft drink category, as it's a terrific brand with broad consumer appeal and attractive growth prospects."

Jim Johnston, DPSG's president of sales, added: "PBG already has a proven track record when it comes to building and enhancing Crush, having helped us grow the brand into one of the leading flavoured soft drinks in Canada.

"With flavours playing an increasingly important role in the carbonated soft drink category, we're confident that together we can repeat that success in the US and make Crush a popular national brand available to more consumers in more outlets. Simply put, it's a brand with tremendous untapped potential."


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