Entrepreneurs have been a driving force in the beverage industry
for more than a century. In 1886, John Pem- berton began marketing
Coca-Cola as an over-the- counter medicine, and in 1929 Charles
Grigg developed Bib-Label Lithiated Lemon-Lime Soda, today known as
7UP. The beverage industry has always provided oppor- tunities for
entrepreneurs, but in the current market, the cost of purchasing
new ingredients and technologies and the intense competition make
the odds of a successful new product introduction less likely...