PepsiCo's announced investment in online grocery delivery service Instacart begs a question: Isn’t PepsiCo essentially competing now against some of its most important retail customers? Take Walmart, for example, which is aggressively expanding an online grocery delivery business of its own. There was a time when such a customer conflict would have been avoided. But PepsiCo isn't alone in tossing conventional wisdom these days. Coke is doing it, too. So what's going on?

Duane Stanford invites regular Breeze contributor and industry expert John Sicher to discuss the shifting grounds of today's quickly fragmenting beverage industry.

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