Texans have long memories.
As we gaze back to January of this year one of the hottest stories of this young century erupted out of the Great State. Dr Pepper Snapple Group [DPS] crushed Dublin Dr Pepper Bottling Company by rescinding their right to manufacture cane sugar powered Dr Pepper.
The immediate result was that 14 hard working Texans in Dublin were sent to the unemployment line by the global behemoth. The long term result was that millions of people across the United States joined boycott groups to ensure that Dr Pepper Snapple Group would see no more of their soda money. Now, the global conglomerate has joined forces with the McComb’s School of Business at the University of Texas to “develop a strategic growth plan” for Yoo-hoo, a chocolate milk-esque drink that mysteriously needs no refrigeration.
We’ve now drunk our last bottle.
Interestingly, the folks at the McComb’s School formed a limited liability company for this venture called MBA Brands. Wise move from UT. They’re venturing deep into the belly of the beast and, limiting their liability, should something unholy come from this partnership, shows there are some clear heads on the 40 acres.
Let’s pass the mike to Jim Trebilcock, executive vice president of marketing for DPS.
“We are excited to be working with the McCombs School of Business and look forward to the creativity and strategic thinking they will bring to the Yoo-hoo brand.This innovative brand management program will not only provide a unique learning experience for the students, but will also provide DPS with a novel way to tap the growth potential of smaller, regional and niche brands in our portfolio.”
Yes, the man speaks the truth, they saw a great way to tap the “growth potential” of Dublin Dr Pepper Bottling Company, for example. Just remove their one most consistent revenue stream, take that away from the tiny bottler, unemploy a host of Texans trying to put bread on the table for their family and simultaneously create a network of people who are determined to see the corporation suffer for their hubris.
All in a day’s work for Dr Pepper Snapple Group.
related: an obit for Dublin Dr Pepper http://www.scrumptiouschef.com/food/2012/1/11/Rest-In-Peace-Dublin-Dr-Pepper-Bottling-Company?adminview=true
Snapple sues Dublin Dr Pepper http://www.scrumptiouschef.com/food/2011/8/14/Dear-Snapple-Please-Come-To-Dublin-Texas-For-Your-Dry-Gulching-Snapple-AutoSues-Dublin-Dr-Pepper?adminview=true