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From Beverage Digest 4/11/97
Surge Posts 0.6 Market Share.
Dew Markets. Surge generally does better in high-share Mt Dew markets: 1) in Des Moines Mt Dew's share 11.2; Surge at 1.1. 2) in Green Bay, Mt Dew at 11.0; Surge 1.2. 3) in Minneapolis/St. Paul, Mt Dew 10.1, Surge 0.8. View. Asked for reaction to numbers, Coke executive says: "We're pleased with the initial response to Surge. We're looking at expanding (it) to additional geographies."
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Independent
supermarket data shows Surge grabs 0.6 aggregate market share of CSD in
markets where it's sold. Data year-to-date through 3/9/97 shows Coke's
new citrus CSD on sale in 37 markets. Surge's market share highest in Atlanta
and Wichita, each with 1.6. Other strong markets: Milwaukee and Jacksonville
each with 1.3 share; Knoxville, Green Bay, Peoria/Springfield at 1.2 each.
Data covering 37 Surge markets shows: 1) Mt Dew's volume 7.9 mil 288-oz
cases. 2) Surge's volume 1.2 mil cases. 3) Mt Dew's overall market share
4.3; volume up +12.7%.