it may be a niche,it may not....national ad campaign starts very soon. It will not be a niche soda co for long.And pcs cola sure puts the hfcs stuff to shame. To each his own...after drinking the pcs cola...pepsi and coke taste like poison imho. if you ever get a chance compare cokes vitawater to jones 24c. Quality isnt even close.Jones will become a monster in 08. mark my word.