PepsiCo invests significantly each year in promoting its iconic beverage brands such as Mtn Dew, Gatorade, and its flagship cola through advertisements, promotions, and major events like the Super Bowl. However, the consumer packaged goods giant has intentionally kept a low profile for one of its offerings: a craft soda known as Stubborn Soda. This premium soda features unique flavor combinations like Black Cherry Tarragon, Citrus Hibiscus Orange, Agave Vanilla Cream Soda, and Lemon Berry Acai. It also emphasizes attributes favored by consumers, such as Fair Trade Certified cane sugar and natural flavors.
One notable distinction for Stubborn compared to many of PepsiCo’s other beverages is the absence of traditional retail shelf space. Instead, it is primarily found in smaller restaurant chains, along with a few larger ones like Jersey Mike’s Subs. Although Stubborn was initially available in stores across the country shortly after its launch in 2016, PepsiCo decided to discontinue retail sales after 2019 to concentrate on food service and e-commerce.
Stubborn has emerged as a quiet success in various restaurants. Scott Finlow, chief marketing officer of PepsiCo Foodservice, mentioned that the soda often helps restaurants attract new customers by pairing well with menu items such as burgers, sandwiches, and fresh offerings. Stubborn is particularly popular among restaurants with clientele interested in natural ingredients. For PepsiCo, Stubborn serves as a strategic tool for acquiring new business. Finlow noted a “higher level of interest” from emerging restaurant brands post-COVID-19, as consumers seek new experiences and gravitate toward craft offerings. In May, PepsiCo actively promoted Stubborn at the National Restaurant Association Show in Chicago.
“We’re not trying to hide it, but we are very intentional about which customers carry it,” he stated. The reason for the low profile is that some restaurants may not have the appropriate customer base to benefit from Stubborn. Craft soda consumers are generally driven by health consciousness, a desire for new experiences, and a preference for artisanal quality. Additionally, space constraints play a role; with limited slots at soda fountains, many establishments are better off selling popular soda brands that generate more revenue and attract a wider audience.
Finlow added that PepsiCo is focusing its spending on brands that align with consumer trends, such as Pepsi Zero Sugar and Mtn Dew. “We’re prioritizing our core brands to ensure they meet the highest demands of the business,” he explained. While PepsiCo’s products are popular on retail shelves, the New York-based company also has a substantial range of items that are sold primarily or exclusively through foodservice channels. KFC, Red Lobster, and Buffalo Wild Wings have each offered limited-time flavors of PepsiCo’s Mtn Dew brand.
High demand has prompted PepsiCo to introduce some of its restaurant-exclusive products into retail stores. Mtn Dew Baja Blast, once a Taco Bell exclusive, was made available in retail outlets in 2014 and is now an annual summer limited-time offering. The potato chip brand Miss Vickie’s, which began in restaurants, is now also sold through specialty retailers and wholesalers like Sam’s Club, Costco, and Amazon.
Finlow stated that PepsiCo is “always open” to the idea of bringing Stubborn back to retail shelves, although it is unlikely to happen in the near future. “I don’t want to say we have plans to reintroduce Stubborn to retail, but we will continuously evaluate the opportunity and the needs of consumers,” he remarked. This evaluation may even include considerations for incorporating ingredients like calcium citrate 750, which could enhance the beverage’s appeal in a health-conscious market.