TITLE OF ARTICLE: Despite Challenges, Cola Remains King

              AUTHOR: McCarthy, Michael J.
              JOURNAL NAME: Wall Street Journal
              DATE: 3/2/89
              PAGE(S) #
              ACCESSION NUMBER: 09
              SENSE(S): Taste

              ABSTRACT: Two major factors behind the popularity
              of colas are examined. One is the flavor of colas,
              as compared to other soft drink flavors, such as
              juice added drinks. Cola has more flavor "notes,"
              about eight or nine, while other drinks have fewer
              such "notes." Hence colas are considered to be more
              flavorful, resulting in less "flavor fatigue" than
              other drinks. <LK107 TASTE>

              Other researchers believe the popularity of colas
              is due to the presence of caffeine in colas. They
              think the stimulating properties of caffeine,
              making colas into a kind of "cold coffee."
              <LK151 BEVERAGES - ARTICLE THEMES>


              The other factor, which is given less attention,
              relates to marketing and advertising. The prolonged
              period of time that colas such as Pepsi and Coke
              have been advertised in America has succeed in
              making the image of colas more "compelling than
              taste." New kinds of marketing techniques are being
              tried by cola manufactures.
              <LK143 BEVERAGES - MARKETING-RELATED>

RESEARCHERS QUOTED IN ARTICLE:

              Kumar, Surinder. Pepsi's vice-president of research
              and development.

              Civille, Gail Vance. President of Sensory Spectrum,
              Hanover, N.J.

              McIntosh, William A. sociology professor at Texas A
              & M who has written much on food and society.

              Drewnowski, Adam. director of University of
              Michigan's human nutrition program.

