The short spoiler answer: the family-owned company has made a conscious choice to not be greedy assholes, and keep their customers loyal and happy instead.
Contrary to MBA training, they’re capable of looking beyond the next quarter’s numbers into the long term. As a result, the goodwill is extremely strong with this brand.
That’s especially true for anyone who’s gone through a rough financial patch and found themselves gouged on every other product except for this beverage. If super sugary soft drinks are their thing, they’ll keep coming back to it when times aren’t so tight.
