The Dr Pepper brand, the popular American soft drink, arrives in Spain with Suntory Beverage & Food Iberia. The move represents the expansion of the company’s portfolio, which already includes Schweppes, La Casera and Trina, and the strengthening of its carbonated beverage offering in the Spanish market.

Dr Pepper was created in 1885 in Waco, Texas, by pharmacist Charles Alderton, and is one of the oldest commercial drinks in the United States. It is part of the Keurig Dr Pepper group and is characterized by a very particular flavor, derived from the combination of up to 23 different ingredients, aromas and spices. This makes it, as Suntory argues, an ideal option for “those looking for something different within soft drinksyes.”

The company ensures that its flavor will connect with consumers who value originality and authenticity, especially among young adults; a target audience that can already be seen in the company’s communication. The launch in our country includes formats adapted to the main moments of consumption. Thus, Suntory, which will manufacture and distribute Dr Pepper in the retail channel, will present the drink with a 33 cl can and a 1.5 liter bottle, both for the Regular and Zero Sugar varieties.

Javier Valle Goyanes, CEO of Suntory Beverage & Food Iberia. considers that the arrival of Dr Pepper in Spain is an important milestone for the company’s product catalog. “It is a brand with its own personality and unique flavor that perfectly complements our offer both at moments of consumption and in the universe of consumers.“, he commented in a statement. “Dr Pepper offers an alternative to the growing search for differentiated flavor experiences by the Spanish consumer”.

In statements to reason.WhyMarta Briso, Head of La Casera and Category Expansion of Suntory Beverage & Food Iberia, explains that the arrival of Dr Pepper in Spain represents a relevant step within the company’s growth strategy, as it is a global brand with a high level of recognition. “It allows us to expand our offer and better adapt to an increasingly fragmented reality, in which consumers look for different options according to their lifestyle and consumption occasions.”, explains the directive.

Suntory believes that Dr Pepper expands the options currently available on the market and provides greater diversity within the shelf, enriching the offering for the consumer. It also represents a new entry point to attract buyers, especially among young consumers. “We believe that it will especially connect with a curious consumer, open to exploring new flavors within traditional categories and who values ​​brands with personality and experience, which guarantee moments of enjoyment.“, Briso tells us.

The company points out that the brand’s foray into the Spanish market finds its main challenge in the growing concern for health. “We have been moving in this direction for years, with a portfolio increasingly oriented towards low-calorie drinks and zero alternatives. Without forgetting that, at the same time, the category also responds to a clear motivation of indulgence and enjoyment, which continues to be a relevant factor in consumer choice.“, points out the management. “Dr Pepper is integrated as a consumer option very focused on flavor within a balanced proposal, offering both its low-sugar and zero-sugar versions.”.

The move is part of the expansion of the strategic alliance between Keurig Dr Pepper and Suntory Beverage & Food Europe, the European subsidiary of the Japanese group Suntory, announced last March. The objective of the collaboration is to accelerate the growth of the Dr Pepper and Canada Dry brands in markets in which they already have a presence, such as France and Poland, and to open up to new ones, such as Switzerland, Portugal or Spain. In total, the agreement covers 15 European markets.

“We have long had a strong and successful collaboration with Suntory, and the expansion of this agreement takes our partnership to the next level“said Ryan Bahadur, General Manager for Canada and Europe at Keurig Dr Pepper. “By expanding the reach of our alliance, we can build on existing momentum in key European markets, reach more consumers and bring iconic brands like Dr Pepper to high-potential markets like Spain.“.

Dr Pepper is, according to the latest data from the specialized publication Beverage Digest, the second most purchased soft drink brand in the United States, only behind Coca-Cola. The brand, which surpassed Pepsi in 2024, has a market share of more than 8%, and has grown thanks to experimentation with flavors – it has almost 20 references -, communication focused on Generation Z and TikTok and strategic sponsorships, especially linked to American football personalities, both professional and university.