Dr Pepper disappeared from Coca-Cola–affiliated soda fountains across the United States this week after a Texas court ruling ended a long-standing distribution deal between Keurig Dr Pepper and Reyes Coca-Cola Bottling.
The ruling, which took effect Monday, gives Dr Pepper full control of its supply chain for the first time in decades, according to GeekSpin. In response, Coca-Cola revived its longtime rival Mr. Pibb to fill the gap.
Originally launched in 1972 as a Dr Pepper rival, Mr. Pibb never gained the same popularity as the Texas-born favorite. However, Coca-Cola has reintroduced the drink with a new look and slogan — “high caffeine, bold spice.” Each 12-ounce can contains 41–54 milligrams of caffeine, placing it closer to the energy drink category than traditional sodas.
“It’s an intensely flavored, spicy cherry alternative,” Coca-Cola said in a statement, adding that Mr. Pibb’s comeback is “not just a stand-in, but a return.”
For decades, Coca-Cola managed Dr Pepper’s fountain distribution despite the two companies being competitors. The unusual arrangement allowed customers to find Dr Pepper at restaurants, movie theaters, and other venues that used Coca-Cola’s beverage systems. That will now end as Keurig Dr Pepper assumes full control of its fountain operations.
The change won’t affect bottled or canned Dr Pepper sales, but customers at locations like Costco, AMC Theatres, and smaller chains may now find Mr. Pibb when ordering their usual cherry-flavored soda.
For some loyal Dr Pepper fans, that could cause disappointment or at least surprise at the soda fountain. As Coca-Cola promotes Mr. Pibb’s “bold spice,” the drink’s success will likely depend on whether fans embrace it or reject it as an imitator.
The timing comes as Coca-Cola also rolls out its new cane-sugar “Classic Coke,” adding another twist to the competition. Either way, the nation’s soda fountains just became the latest battleground in a rivalry born — fittingly — in Texas.