Quoted from BMore-Pinball:I 100% do not feel bad at all for them
Difficult to fight the big boys in the drink market.
KO just hit an all time high.
True. Command of shelf space, logistical advantages, economy of scale, powerful marketing... drinks are *extremely* profitable and the big boys want to keep it that way for themselves.
Coke is to soda what Facebook is to companies like Snapchat. If they can't buy them out, they'll try to copy and bury them.
Thing is, primary growth in the carbonated beverage market is trending healthier and more sustainable. The millennial factor maybe? Growing awareness of blood glucose and overall health?
I stopped drinking traditional sodas a long time ago because they are basically liquid birthday cake. Traditional soda has been the main contributor to diabetes and obesity for decades. I don't like artificial sweeteners either, so Zevia it is. No plastic, no artificial stuff, fun to drink, isn't sticky and won't stain when spilled, doesn't spike blood sugar or insulin... all pretty darn awesome but is 2x-3x the cost of a mass-market can of corn sugar. At least for now.
If Coke ever releases a 100% stevia product that tastes awesome and is super affordable, Zevia is doomed. But why would they bother? Trying to squash a smaller rival at the expense of diluting the brand with a pricier product and losing ground to the other big boys? Nah. Too much money in the mainstream at stake. They're permanently locked in to the McSoda business model.
However, the mainstream is changing. Not quickly, but it is happening. So who knows? Amazon took a 90% haircut in the early days, and Netflix was never expected to threaten let alone overtake Blockbuster.
I'm just glad to own a tiny piece of a company I like. But yeah, from a purely financial standpoint, these first few months after the IPO have been rather disappointing. Initially up over 30%, now down 43%. Meh... whatever. Zevia is carving out a nice niche with a decent growth curve and no significant rivals as of yet. So, I guess I'll go have one now. *barp*