Dr. Pepper is the very definition of a slow-burning soda.
Founded in 1885, before Coca-Cola or Pepsi were even on the market, it has always played a minor role among America’s soft drinks. But now the soda, which claims to combine 23 flavors, is ready to step into the spotlight, and consumers are ready to welcome it there.
New data from Beverage Digest shows Dr Pepper has surpassed Pepsi as the second most popular soda brand in the country, capturing 8.3% of the market and slightly ahead of its larger rival. (Coca-Cola is a strong leader with a market share of 19.2%).
In addition to beating Pepsi, Dr Pepper is ahead of Sprite, Diet Coke and other well-known (and more frequently advertised) brands. For comparison: 20 years ago, Dr Pepper shared sixth place with Sprite in cola sales in the United States.
The brand has always had a cult following, but the recent surge in popularity came when the company began experimenting with new flavors such as Creamy Coconut and Strawberries & Cream.
These combinations of sweet and spicy (the pepper in Dr Pepper) are becoming a national trend. The Coke Company has also embraced this, releasing a new permanent addition to its line – Coca-Cola Spiced – earlier this year.
In recent years, Dr Pepper has also increased its marketing budget and focused on TikTok, attracting younger consumers.
It’s a long way from the company’s origins. The Dr Pepper Company began operations in 1885, a year before John Stith Pemberton developed Coca-Cola. Charles Alderton, the pharmacist who created it, wanted to make a drink that would imitate the smell of the pharmacy where he worked. Using cherries, vanilla and other spices, he created a unique drink that remained popular even during the height of the cola wars between Coca-Cola and Pepsi.