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"PAS has huge CSD share markets," says Durkin, "so our challenge is to find new ways to grow revenue just to keep even."
As Durkin drills down into the volume equation, he's realistic about what it will take to fill the gaps he sees in PepsiAmericas' portfolio and brand strategy. "Flavors have been growing and we needed a more viable option, so the Crush deal was very exciting for us. We're just getting started with several flavors that will have widespread appeal and fill in some white space where we didn't compete before. And we have a great innovation calendar for 2009 that will drive consumers toward our CSD brands, including Dewmocracy Voltage, Sierra Mist Ruby Splash and Dr. Pepper Cherry. We also have multiple Limited Time Offerings planned, including Throwback Pepsi and Mt. Dew, Mt. Dew Game Fuel 2 and others."