Coca-Cola and Pepsi rival brings back iconic cola brand

In many ways, adding a third player into the greatest of all time argument (GOAT) for sodas would be like debating Michael Jordan versus Lebron James versus Charles Barkley.

Sure, Barkley had some moments and he's arguably a top-50 all-time player, but he's so far from Jordan and James that no credible argument can be made.

Coca-Cola and Pepsi have been battling for decades and things heated up in the 1980s.

"The great Cola Wars of the 1980s were a battle between Coca-Cola and PepsiCo for dominance. The disastrous introduction of 'New Coke' in 1985 appeared to set Coca-Cola back. Yet by the end of the year, it was clear the “mistake” had actually helped Coca-Cola’s sales, allowing Coke to retain its spot as the largest-selling soda over Pepsi," History.com reported.

The two companies have been heavily engaged in battle since then.

“This is a blood feud between the two companies, the likes of which we have rarely seen in the history of business,” David Greising, author of "I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta," said. “The high point of the Cola Wars in some ways was the 1980s, but the Cola Wars have continued and are still being fought today.”

Pepsi, however, is not the number-two-selling soda flavor. That's actually Dr. Pepper and the company behind that brand, Keurig Dr. Pepper wants to brings back a classic cola to try to take down Coke and Pepsi.

Top-5 selling U.S. sodas

• Coca‑Cola: Remains #1 in the U.S. soda market.
• Dr Pepper: Recently overtook its rivals to become the #2 soda by sales volume.
• Sprite: This Coca-Cola brand now holds a top‑3 spot, putting #3 overall, benefiting from its popularity as a non‑cola, lemon‑lime soda.
• Pepsi-Cola: After decades as #2, Pepsi dropped to #4 following Dr Pepper and Sprite’s rise.
• Diet Coke: Remains among the top five soft drinks, likely boosted by diet/low‑sugar demand.
  Sources: Accio, Visual Capitalist

Dr. Pepper beats out Pepsi

• Dr Pepper edged out Pepsi to take the #2 spot in the U.S. soda market in 2024. Its share was 8.3%, just ahead of Pepsi, with Coca-Cola still dominant at  19.2%.
  Source: Fortune
• A trade‑data summary shows that as of 2023/2024, Dr Pepper’s market share rose to around 8.3% while Pepsi’s declined, marking the first time since 1985 Pepsi lost the #2 spot.
  Source: Houston Chronicle
• Industry‑wide soda‑market charts reflect this shift: some data now list Dr Pepper tied or just ahead of Pepsi for the second‑spot among carbonated soft drinks in the U.S.
  Source: Visual Capitalist

Keurig Dr. Pepper wants to make RC Cola a contender

While RC Cola has a history that dates back over 120 years, it has never been a true contender for the cola throne. It's one of many brands like Virgin Cola, Jolt Cola, and handful of others that got a little attention but never really even became a meaningful number three in the market.

RC, short for Royal Crown, was a pioneer.

"Royal Crown Cola Company (RC), although never as renowned as its rival Coca-Cola, used the soft-drink industry’s first taste tests to prove that it was a superior soda. Forever linked to a popular marshmallow-filled snack treat through the country song 'RC Cola and Moon Pie,' the company never shook its strictly southern, small-town image, even though it unveiled a series of industry firsts, including the first aluminum cans, the first diet cola, and the first caffeine-free diet cola," New Georgia Encyclopedia shared.

Keurig Dr, Pepper, the brand's current owner thinks it can bring RC Cola back and make it a true player.

Keurig Dr. Pepper wants a new cola war

"Parent company Keurig Dr Pepper is hoping nostalgia and renewed interest in cola flavors can breathe new life into the 120-year-old brand. Earlier this year, Keurig Dr Pepper released the first advertising campaign for RC Cola in 40 years," Food Dive reported.

RC Cola is actually older than both Coca-Cola and Pepsi. Its owner thinks it can leverage that history into new success.

“We think that right now [we] can really stand out as the soda category has become dominated by a bunch of messaging around wellness and also happiness and crowd pleasing: wanting to be great for everyone,”  Erica Hollington, director of brand marketing for Keurig Dr Pepper’s emerging brands told the website.

Keurig Dr. Pepper is using a back to basics approach with the tagline: "Not a soft drink. Just a damn good cola."

A history of RC Cola

• Early 1900s: Origins
  The beverage that became RC Cola traces to a grocery/bottling business by Claud A. Hatcher in Columbus, Georgia. In 1905, Hatcher began producing a “Royal Crown Ginger Ale,” later evolving into cola and other soft drinks under early company names such as Chero‑Cola Company. Source: Tasting Table The company operated a network of bottlers and by 1925 had grown significantly under the brand that would evolve into RC Cola. Source: RC Cola International
• Mid‑20th Century Innovations
  RC Cola (under its original company) was among the first soft‑drink companies to nationally distribute its soda in cans (in the 1950s). Source: New Georgia Encyclopedia The company also introduced larger bottles (16 oz) and various beverage innovations, contributing to its identity in the soda market. Source: Royal Crown Bottling Company
• 1993: First Major Acquisition
  In 1993, Triarc Companies, Inc. (which at the time owned various food and beverage assets) acquired the Royal Crown Cola Company. Source: Industrial Artifacts
• 2000: Sale to a Global Beverage Conglomerate
  In October 2000, RC Cola was sold to Cadbury Schweppes plc via its acquisition of Triarc’s beverage business. Source: Royal Crown Bottling Company
• Following that acquisition, RC Cola’s U.S. operations became part of the Cadbury Schweppes beverage division.
  Source: New Georgia Encyclopedia
• 2001: International rights divested
  In 2001, as part of restructuring post‑acquisition, RC Cola’s non‑U.S. (international) business was sold to Cott Corporation (Canada). Under Cott, the brand outside the U.S. became Royal Crown Cola International. Source: New Georgia Encyclopedia
• 2008: U.S. ownership shift under a spin‑off
  In 2008 Cadbury Schweppes spun off its Americas beverage business into a standalone company, Dr Pepper Snapple Group (DPSG), which then held RC Cola’s U.S. operations. Source: New Georgia Encyclopedia
• 2018: Merger creates current U.S. owner
  In 2018, DPSG merged with Keurig Green Mountain to form Keurig Dr Pepper, the current owner of RC Cola in the United States.

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