Overview
- The termination of Keurig Dr Pepper’s licensing agreement with Reyes Coca-Cola Bottling took effect on Oct. 27, triggering removals of Dr Pepper syrup at Coke-controlled venues this week.
- Reyes, which handles Coca-Cola and Monster across roughly 10 states including California, no longer has rights to supply Dr Pepper under the old arrangement.
- Coca-Cola and Reyes are promoting a revived Mr. Pibb as a substitute in affected fountains, with a new formula, updated packaging, and 30% more caffeine than Pibb Xtra.
- Keurig Dr Pepper pushed for months to end the deal in order to gain direct oversight of its distribution network, while Reyes had sought to keep the partnership.
- Effects vary by region, with Oregon distribution unchanged because Dr Pepper there is handled by PepsiCo and other Coca-Cola–affiliated bottlers, according to the company.