I agree. Soda companies are cash cows. With the prudent, shareholder friendly ways they are using cash, and retiring shares, this thing has only one way to go. Sales are strong. Their flavored CSDs are up while cola sales are down. I know this company has a LONG way to go before it is as big as a KO or a PEP....but just look at the KO chart. In 1977, if you had bought 1,000 shares for $7,000, you would, today, have over $2.6 million in equity and be getting over $86K a year in dividends. As the Barron's article points out -- DPS is finding itself in the sweet spot of changing consumer taste. Near term is $40-42, on the heels of sharebuy backs, continued growth, and continued product innovations. Any other changes in the field (new product launches -- like the Snapple branded black tea bags I am seeing in stores my way, or the value Snapples in a can going national), new fountain agreements (with say, Panda Express, or any of the other fast growing chains), and you will have more of a game changer. Next up for them, on the shareholder friendly front? Increased div. Yes, I like this one long-term. I bought in mid/low 20's: wasn't lucky enough, smart enough, or brave enough to jump back in when it was 12-13 last March. But no complaints. Took a few shares off the table at $35 this week. Will take a few more off the table when we hit $40. Will let the core holding ride until I retire.