American soft-drinks company. Its various brands account for 17% of the American soft-drink market, according to Beverage Digest. Coca-Cola has a wide lead in the market for sugar-free cola: Americans drink about 2.5 times as much Diet Coke as Diet Pepsi. The company was also much earlier than PepsiCo to the market for protein shakes.
Around a decade ago Coca-Cola shifted back to franchising out its American bottling operations, a model PepsiCo has continued to resist. Its market value has risen by 23% since the start of 2023.
It may be better to be a live jackal than a dead lion, but it is better still to be a live lion. And usually easier.