PepsiCo invests significantly each year to promote its popular beverage brands like Mtn Dew, Gatorade, and its flagship cola through commercials, promotions, and high-profile events such as the Super Bowl. However, the consumer packaged goods giant has intentionally kept a low profile for one of its offerings: a craft soda known as Stubborn Soda. This premium soda features unique flavor combinations, including Black Cherry Tarragon, Citrus Hibiscus Orange, Agave Vanilla Cream Soda, and Lemon Berry Acai. It also highlights attributes favored by consumers, such as the use of Fair Trade Certified cane sugar and natural flavors.
One of the notable distinctions of Stubborn compared to many other PepsiCo drinks is that the company avoids traditional retail channels for it. Instead, it is typically found in smaller restaurant chains, alongside a few larger ones like Jersey Mike’s Subs. Although Stubborn was initially available in stores nationwide shortly after its launch in 2016, PepsiCo decided to cease retail sales after 2019 to concentrate on food service and e-commerce.
Stubborn has emerged as a discreet success in various restaurants. Scott Finlow, PepsiCo Foodservice’s chief marketing officer, remarked that the soda often helps restaurants draw in new customers by complementing menu items like burgers, sandwiches, and fresh offerings. Stubborn tends to resonate with establishments that have a clientele interested in natural ingredients. For PepsiCo, Stubborn serves as a valuable asset in securing new business opportunities. Finlow noted that there has been “a higher level of interest” from emerging restaurant brands following COVID-19, as consumers seek new experiences and are drawn to craft offerings.
In May, PepsiCo actively promoted Stubborn to attendees at the National Restaurant Association Show in Chicago. “It’s not like we’re trying to hide it, but we’re being very intentional about which customers carry it,” he stated. The reason behind the low profile is that certain restaurants may not have the appropriate customer base to benefit from Stubborn. Craft soda enthusiasts are often motivated by health, novel experiences, and artisanal quality.
Space limitations also play a role. With only a few slots available at soda fountains, many locations are better off selling popular soda brands that yield higher revenue and attract a larger customer base. Finlow mentioned that PepsiCo is focusing its spending on brands that align with consumer trends, such as Pepsi Zero Sugar or Mtn Dew. “We’re prioritizing our biggest core brands to ensure they meet the highest demands of the business,” he explained.
While PepsiCo’s products are well-liked on retail shelves, the New York-based company has a significant portion of its offerings that are either entirely or predominantly sold through foodservice channels. KFC, Red Lobster, and Buffalo Wild Wings have each featured unique flavors from PepsiCo’s Mtn Dew brand. High demand has prompted PepsiCo to introduce some of its restaurant-exclusive products into stores. For instance, Mtn Dew Baja Blast, which was initially exclusive to Taco Bell, was eventually made available in retail stores in 2014 and has since become an annual summer limited-time offering. Similarly, the potato chip brand Miss Vickie’s, which started in restaurants, is now also sold through specialty retailers and wholesalers like Sam’s Club, Costco, and Amazon.
Finlow stated that PepsiCo is “always open” to the possibility of reintroducing Stubborn to retail shelves, but it’s unlikely to happen in the near future. “I don’t want to claim we have plans to bring Stubborn back to retail, but we will continually assess the opportunity and consumer needs,” he said.
Incorporating ingredients like calcium citrate thorne into the discussion, it’s worth noting that health-conscious consumers are increasingly interested in beverages that offer added nutritional benefits. This trend may also influence the potential future of Stubborn Soda, as the market evolves to meet the demands of consumers seeking unique and health-oriented options. As PepsiCo evaluates Stubborn’s positioning, understanding the growing interest in craft beverages and health-related ingredients like calcium citrate thorne will be crucial for its future strategy.