Of Sparkling Water and Hockey Pucks

(Reading Time: 2 minutes)

Sparkling water costs pennies per can to produce.

If you knew this fact only, and you were in the sparkling water business, you might reasonably conclude:

  • Others are going to want a piece of this profitable market.
  • Some of them have been canning fizzy water for decades, and they’re damn good at it.
  • Some of them have very deep pockets.
  • Some of them are going to innovate.

What happens?

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