Updated August 2024
When it comes to choosing which beverage company to partner with for an exclusive or semi-exclusive pouring rights contract, you might be nervous about switching from one soft drink company to another. Concerns can be varied:
- Will sales be impacted?
- Will the conversion disrupt my operations?
- Will my new account service team know my business?
- Will I disappoint loyal customers?
- What unknown factors will negatively impact my business by switching?
Through our 15+ years of experience, we’ve discovered these fears, for a variety of reasons, are largely unfounded. In fact, beverage sales nearly always increase in the first year of a beverage partner switch (or in the first year of a company’s first beverage agreement) – regardless of which beverage company is chosen. Switching beverage suppliers, if done correctly, can bring focus and energy to your beverage program. New beverage reps will be eager to showcase how they are able to increase incidence and sales at their new account, and new marketing reps will be enthusiastic at bringing refreshing ideas to bear on your business.
While contemplating a switch to a new beverage company, it’s likely helpful to know that you are not the first one to blaze this trail. In fact, you will join a long list of companies who have switched soda suppliers in recent years.
A Running List of Organizations Which Have Switched Beverage Providers
Below is a running list of companies who have switched beverage providers. Note that we have only included companies where the switch has been publicly announced or disclosed. The actual list is much longer.
The Florida Aquarium
New Beverage Provider: PepsiCo
Date: August 2024
University of Nebraska Omaha
New Beverage Provider: Chesterman Coca-Cola and The Coca-Cola Company
Date: August 2024
Pittsburgh Penguins
New Beverage Provider: ABARTA Coca-Cola Beverages
Date: July 2024
Panama City Beach
New Beverage Provider: Coca-Cola United
Date: May 2024
Topgolf
New Beverage Provider: PepsiCo North America Beverages
Date: May 2024
Skyline Chili
New Beverage Provider: Coca-Cola
Date: April 2024
Gold Star
New Beverage Provider: Coca-Cola
Date: March 2024
Subway
New Beverage Provider: PepsiCo
Date: March 2024
Camden Yards
New Beverage Provider: Coca-Cola
Date: February 2024
Cleveland Cavaliers
New Beverage Provider: ABARTA Coca-Cola Beverages
Date: October 2023
Ohio University
New Beverage Provider: Coca-Cola
Date: August 2023
U.S. Soccer
New Beverage Provider: Coca-Cola North America
Date: July 2023
United Center, Chicago Bulls, and Chicago Blackhawks
New Beverage Provider: PepsiCo
Date: July 2023
Detroit Lions
New Beverage Provider: Coca-Cola
Date: April 2023
Wienerschnitzel
New Beverage Provider: Coca-Cola
Date: March 2023
Culver’s
New Beverage Provider: Coca-Cola
Date: January 2023
Chicago Cubs
New Beverage Provider: Coca-Cola
Date: January 2023
Fazoli’s
New Beverage Provider: Pepsi
Date: July 2022
Jacksonville Jaguars
New Beverage Provider: Coca-Cola
Date: July 2022
San Jose Sharks & San Jose Barracuda (Sharks Sports & Entertainment)
New Beverage Provider: Coca-Cola
Date: July 2022
Dunkin Donuts
New Beverage Provider: Pepsi
Date: June 2022
University of Arkansas
New Beverage Provider: Coca-Cola
Date: May 2022
Great Wolf Lodge
New Beverage Provider: Pepsi
Date: April 2022
Miami Beach
New Beverage Provider: Pepsi
Date: March 2022
Bally’s Casinos and Resorts
New Beverage Provider: Pepsi
Date: October 2021
Real Salt Lake
New Beverage Provider: Coca-Cola
Date: May 2021
FAT Brands (Fatburger, Johnny Rockets, Elevation Burger, Buffalo’s Cafe, Buffalo’s Express)
New Beverage Provider: Pepsi
Date: May 2021
KFC Yum! Center
New Beverage Provider: Pepsi
Date: October 2020
Red Lobster
New Beverage Provider: Pepsi
Date: September 2020
Vanderbilt University
New Beverage Provider: Pepsi
Date: July 2020
Philadelphia Eagles
New Beverage Provider: Pepsi
Date: July 2020
Raleigh Durham Airport
New Beverage Provider: Pepsi
Date: April 2020
Regal Cinema
New Beverage Provider: Pepsi
Date: January 2020
Hard Rock International
New Beverage Provider: Coca-Cola
Date: December 2019
Carnival Cruise Lines
New Beverage Provider: Pepsi
Date: November 2019
Wells Fargo Center
New Beverage Provider: Coca-Cola
Date: November 2019
Carolina Panthers
New Beverage Provider: Coca-Cola
Date: June 2019
Panda Express
New Beverage Provider: Coca-Cola
Date: May 2019
JetBlue Airlines
New Beverage Provider: Pepsi
Date: May 2019
Topgolf
New Beverage Partner: Coca-Cola
Date: December 2018
Cleveland Browns
New Beverage Provider: Keurig Dr. Pepper
Date: August 2018
Madison Square Garden
New Beverage Provider: Pepsi
Date: July 2018
Nashville Predators
New Beverage Provider: Coca-Cola & Keurig Dr. Pepper
Date: July 2018
Frisch’s Big Boy
New Beverage Provider: Coca-Cola
Date: June 2018
Arby’s
New Beverage Provider: Coca-Cola
Date: May 2018
Cosmopolitan Las Vegas
New Beverage Provider: PepsiCo
Date: March 2018
Tampa Bay Rays
New Beverage Provider: Coca-Cola
Date: February 2018
A Final Note
When evaluating your beverage partnership, there are a variety of factors to consider — and many valid reasons to remain with your current supplier after your current contract term elapses. Of course, we would never advocate that you should blindly switch providers, or do so without fully evaluating all factors. You should always evaluate your agreement through an objective lens, balancing your financial, marketing, operations, and supplier needs. If we can be of assistance in providing an objective viewpoint, we’d love to be of service.
Related Resources:
The Difference Between Pouring Rights & Beverage Marketing Agreements (…And Why It Matters)
How Rochester Regional Health Negotiated Its First Beverage Partnership
How Exclusive Beverage Deals Lead to Increased Sales
