All beverage categories in the industry are excellent examples of the constant change syndrome (CCS) because products and packages in the marketplace, as well as the methods by which they were created, are forever changing in some fashion or another.
The drivers of change usually are competition, consumer demands, innovative products or packages, and the ever-present manufacturing cost. Normally, the marketing and sales focus is on increased volume, more shelf space and expected profits from promotions and other incentives.