It’s not quite the Battle of Vicksburg, but the folks from PepsiCo — New Yorkers all — have scored quite a coup in grabbing the concession rights to Rock City, TN. Yes, THAT Rock City, the one that screams at you from billboards and barn roofs for hundreds of miles to “See! Rock! City!”

The roadside attraction, second only to South of the Border as an interstate highway icon, sits near Chattanooga, long one of the core towns in the southern Coke juggernaut. But the holding company that owns Rock City, as well as Lookout Mountain and the Incline Railway — See Rock City Inc., if you can believe it — let Pepsi carpetbag its way into a five-year contract this spring.

What’s next? Pepsi coolers in the Braves’ dugout?