This is one dynamic beverage industry.

Our lead story (pg. 3) uncovers how Olipop Cofounder Ben Goodwin intends to pursue $1 billion brand status — and he says he can do it without direct store delivery, at least for now. This digestive health drink, or gut soda as some refer to it, didn’t exist before six years ago. And Olipop helped spawn a formidable competitor in Poppi. Many alternative sodas have marketed themselves at the expense of traditional sodas. Olipop has been among the most successful so far. I’ll note, as well, that in an era when barriers to entry in non-alcoholic beverages are lower than ever, Olipop is a brand built on function, R&D, and efficacy. That’s worth watching.

The second story in today’s issue (pg. 6) features a conversation with former Coca-Cola Venturing and Emerging Brands executive Matt Hughes. He is a well-known and respected industry voice whose expertise bridges the gap between mainstream and emerging brands. Now with private equity firm Franchise Equity Partners, Hughes is tracking the winds of change within

Let me catch you up on what we’re planning for this year’s Future Smarts conference on Dec. 16 in New York City.

Just this week we announced that Coca-Cola President and CFO John Murphy has joined our program. The 36-year Coke veteran has a massive job overseeing the financial strategy for a global company with a $270 billion market cap. That’s not all. The Global Ventures operating segment that reports to Murphy is responsible for scaling globally Coke’s Costa Coffee business, as well as the company’s almost decade-long strategic partnership with Monster Beverage.

Speaking of Monster Beverage, the company is headed for a changing of the guard in the coming years, as you’ll read in today’s newsletter starting on page 3. The evolution of Coca-Cola’s relationship with Monster will be one to watch. At Future Smarts, I’ll certainly ask Murphy for his view on this important relationship and the future of the energy drinks category.

In fact, Swire Coca-Cola CEO Rob Gehring, who will soon leave to join Monster as chief growth officer, is a past Future Smarts speaker from 2021. That illustrates our priority to host the brightest leaders who are in a position to shape the future of the beverage industry.

Already announced so far for this year’s Future Smarts is Reyes Coca-Cola Bottling CEO Bill O’Brien, and former Boston Beer CEO Dave Burwick. As we...

In today’s newsletter on page 11, you’ll note the newest territory change within Coca-Cola’s US bottling system, this time in Missouri. The news gives me a chance to remind you of an important resource that we’ve just updated: The Coke and Pepsi Systems book.

Among the reference guide’s standout features are franchise territory maps covering every Coca-Cola and Pepsi system bottler in the US — 138 bottlers in all. We also provide top-10 lists of the largest US Coke and Pepsi bottlers, measured by the percentage of bottle and can volume they distribute. The book provides per capita heat maps, legacy maps of territories dating back to 1983, and maps pinpointing manufacturing plants for both systems. For those who need a crash course on the origins and evolution of the Coke and Pepsi bottling systems, we provide that, too.

I noted at the start that we just updated the Coke and Pepsi Systems book. We did that to reflect the newest Coke system territory change involving ...