A $4.99 unpromoted 12-pack of soda in the Atlanta suburbs used to be remarkable. Then came the $5.99 12-pack. Surely that had to be the ceiling, we thought. Now recently the $7.49 12- pack has emerged. There is no way prices can go even higher. Right?
We’ve written a lot in the last six months about unprecedented carbonated soft drink price elasticities. During the past decade...