I don't view DPS as a direct compete with Coke or Pepsi, but a compliment play. Sure, they battle it out (like 7 up versus Mist or Sprite)in segments, but DPS is a more pure flavor play. Pepsi is a snacks/beverage play. And Coke -- well coke is the cola bazillion pound gorilla play. If it is a direct compete issue that you are looking for, I think it is a non-start from the get go. It's the wrong question to ask with an investment like DPS. (And, since in many instances, DPS parners with both Pepsi and Coke -- on distribution in the US, on the new Coke vending solution, etc.). DPS is an alternate play to those two, with a focus on flavors and flavor innovation. They are a nice dividend play -- with room for that to grow over the years. And they are a nice diversification play in the beverage sector. I own a little north of 10,000 shares. I let the dividends reinvest, and it will watch that grow over time as the company grows. It's a nice income stream.
Then again, I've been in it in the low teens, so for me, the price is great, too. Just my 2 cents.