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Why do some bars serve Pepsi instead of Coca-Cola?


If Coca-Cola is so popular, why do they serve Pepsi in some bars? Are restaurants limited by exclusivity agreements when buying soft drinks from one distributor or another? We explain what the advantages of buying a brand or another are.

There are two types of people: those who like Pepsi and those who like Coca-Cola. The debate about which of these two drinks is better is almost more intense than that of the pizza with pineapple ... and that is to say.

And, these two drinks really differ in taste; it's not the fruit of our imagination! However, it seems that the citrusiest aftertaste of the Pepsi does not succeed in the Spanish market, and some equate serving this drink instead of Coca-Cola to paying with Monopoly tickets. But, if Pepsi is so unpopular with Coca-Cola, why do they still serve it in some bars? The reason lies mainly in the price: it comes out much cheaper.

It is no secret that Coca-Cola is the favorite drink of choice for Spaniards, and Pepsi has to compete in some way. But not only does it offer lower prices, it also gives away more merchandising than Coca-Cola. This can be especially interesting for a bar in its beginnings since the free products that you can receive for signing an agreement with Pepsi include from napkin rings to tables and chairs.
However, many bars in Spain are not profitable because the preference for Coca-Cola is so radical that many customers are able to get up and leave if they only serve Pepsi. The losses that this implies mean that it is worth paying more to acquire the popular soda since the demand is much higher.

Of course, there is another important reason: the cups. Customers do not usually want to mix a good alcohol with Pepsi, since for many it spoils the flavor. This means that the losses are not only the cost of a soft drink, but that of a cup that is usually around 7 Euros on average.

Can bars serve Coca-Cola and Pepsi brand beverages?

As you know, Coca-Cola and Pepsi also market other beverages. On one side we find refreshments such as Nestea, Fanta, Aquarius or Sprite, etc; and in the other Lipton, 7Up, Kas Aquacade, among others. The question is, are there exclusivity agreements for Coca-Cola and Pepsi? Or can a bar offer both products?

Many years ago, specifically in 2004, Coca-Cola put an end to its exclusivity agreements in Europe. The European Commission had been investigating since 1999 if the company violated EU competition rules, since it dominated the market and consumers were often unable to choose between both drinks since bars could only serve one type ... It used to be Coca-Cola.

Therefore, this exclusivity with the soft drink distributors is no longer maintained, unlike the beer where they remain in force. This means that in many bars they choose to combine beverages from both brands. For example, it may be crucial for a customer to have Coca-Cola, but unless he is a fussy eater, he or she should not drink Lipton instead of Nestea or Aquacade than Aquarius.

The absence of exclusivity agreements allows a bar owner to decide which drinks are worth investing more money in, and which ones can save by buying Pepsi soft drinks instead of Coca-Cola.

There are even other brands that are more popular than those offered by Coca-Cola or Pepsi for certain beverages. It is the case of the tonic - where the glasses come into play again. Nordic Mist or Blue Tonic is not even the mite of popular that Tonic Schweppes, so many bars opt for this brand.