date:Nov 01, 2012
a soft drink arrived following what Carter called music-related initiatives with the Coca-Cola Co., Inc. and PepsiCo, Inc. According to the branding expert, the ties between music and pop culture have not been fully infused into the DNA of a beverage brand.
There are similarities between music and beverage, he added, in terms of starting small, building an audience, and making investments at the right time.
Were coming into the beverage industry with full respect, for the challenges it entail