I am not going to bash DPS, I am a fan of both DP and Snapple. However, I think long investors are going be frustrated with the price of this stock. Volume is going to dry up and increasing short position might take over in the short term. Potentially, this could go to 20.
The company has a fair amount of debt, and before they get into the energy drink segment, they need to get their debt under control.
I think short for the time being is the way to go.