Pepsi Fights Back, Heineken Buys Yerba Mate

PepsiCo is counter-punching after losing KFC pouring rights to Coca-Cola. Meanwhile Heineken just bought into yerba mate, and Suntory is betting Teacher's can go premium. In this episode: PepsiCo is expanding its retail footprint and launching a 'soda for Santa' emotional campaign for the holiday season, a direct response to losing its US KFC pouring rights contract to Coca-Cola. Suntory Global Spirits is launching the first-ever single malt range under the Teacher's brand, a premiumisation push for a label long defined by affordable blended Scotch. Heineken has agreed to acquire Better Drinks Participações, a Brazilian company operating in both beer and the fast-growing yerba-mate category, diversifying its portfolio in one of its key growth markets. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily