CC Jumps on upgarde - The Australian, page-2

I guess that's what makes a market. Different people will have different views about how much soft drinks CCL will sell in the coming years, and thus differing views on whether the shares are a buy, sell or hold.

I will say this - just 5 years ago, when Coke shares were $13.50, very few people thought that Coke sales would do anything but gradually increase over time, let alone be falling. Today, the opposite is true. So that tells you something about predicting the long term trend of soft drink sales: it ain't easy.

Throw a spanner into the mix - like a recent Yale study which provided evidence that artificially sweetened drinks may not only be correlated to weight gain but may actually cause it under certain circumstances - and it's even harder.