Don't underestimate the power of marketing my friend. I am a personally drinker of the stuff , I would pay 4x any day of the week, whether that be because of marketing or the difference in taste (or my perceived version of that)... not saying I'm smart but they have got me hook, line and sinker . No offence to dominos but I personally will likely be buying less Cola when buying pizza now and if I am likely to do that I'm sure there are others.
I am now in at 8.40's good mid term hold with strong dividend and a good diversified portfolio by CCL, they'll figure it out