Anyone who has been reading this blog for a while knows about this big lawsuit with the Coca-Cola bottlers and Coca-Cola. Wal-Mart basically controls everyone they deal with -- even Coke. A while back the big retailer asked Coke to directly ship POWERade to their stores instead of hand deliver to each store as the rest of the Coke system works so that they could cut down on costs. In return, Wal-Mart committed to double its purchase of POWERade and give it more shelf space to compete with Gatorade, which owns 80 percent of the marketplace. But since this arrangement would hurt the bottlers, 60 of them sued Coca-Cola and effectively hurt the talks. Today, some pretty meaty details got out, thanks to Coca-Cola filing a response in U.S. District Court in Atlanta. Coke officials responded by saying that they basically have to do what Wal-Mart says for fear that it will kick them out all together.
"This is precisely what Wal-Mart has done with water sales in its stores where the two largest water products are warehouse delivered and Coca-Cola's and Pepsi's direct-store delivered water brands are left to fight for third place," officials said in the filing.