PepsiCo (NYSE: PEP) reported third-quarter data earlier today. The beverage company that despises Coca-Cola (NYSE: KO) with a passion called its numbers solid. I would tend to agree. The tables presented in the release won't go down in the history books, but for long-term shareholders, they were fine enough considering the economy.

Net revenue decreased 1.5%. Earnings per share on an adjusted basis increased 2% to $1.08. This bottom-line result is representative of a nice beat against the analysts. They were projecting $1.02 per share for profit, according to Elizabeth Harrow's preview of the quarter.

As a Coca-Cola (NYSE: KO) shareholder, I was quite unnerved by recent talk centering on the issue of a soda tax. I'm sure PepsiCo (NYSE: PEP) shareholders were likewise frightened. According to Bloomberg, President Barack Obama is apparently open to the concept. In theory, funds generated from such a tax could be used to help defray the costs associated with a new health-care paradigm.

Besides raising money, what would be the justification behind such a governmental strategy? Well, excess sugar consumption can be dangerous. It can lead to all kinds of complications. You know the drill: obesity, diabetes, etc. When health issues like those rise, the cost of health care increases as well.

Brown-Forman (NYSE: BF.B), the maker of alcohol products such as Jack Daniel's and Southern Comfort, is drunk on success today. The B shares of the company were up well over 8% at the time of this writing in afternoon trading, on good volume. The first-quarter earnings served as the catalyst.

Net sales unfortunately decreased 7%, but earnings per share on an adjusted basis (taking into account a charge in the year-ago period) expanded by 17% to 81 cents. According to Earnings.com, that number came in way ahead of estimates of 62 cents per share.

Coca-Cola Co. (NYSE: KO), the beverage giant with the world's most valuable brand according to BusinessWeek, reported earnings before the market opened today. Earnings per share for the second quarter of 2009 were $0.92 after items on $8.27 billion in revenue, compared to the $0.89 average EPS expected from analysts. The consensus revenue target was $8.66 billion, meaning that Coke missed on the top line even though global unit case volume increased 4%, driven by a 33% increase in India and a 14% increase in China. The company said they increased market share for the eighth consecutive quarter.

Shares fell slightly more than 1% in early trading, after rising yesterday.

Coca-Cola (NYSE: KO), the main thorn in PepsiCo's (NYSE: PEP) side, will report earnings for the second quarter on Tuesday July 21. Don't expect any profit growth, however. According to Earnings.com, Coke made $1.01 per share in the year-ago period. Analysts believe that the beverage maker will only deliver 89 cents per share tomorrow. That's a pretty steep drop.

But those who own Coke very often hold Coke for the long term, so any earnings release is looked at in a specific context: so long as nothing seems too out of the ordinary with the numbers, the original thesis for buying will be considered intact, and no action will be necessary. In fact, if the market wants to sell Coke off for one reason or another, then it can mean that a buying opportunity has been gifted to those who are indeed keeping shares for a while.

According to reports, both PepsiCo (NYSE: PEP) and Pepsi Bottling Group (NYSE: PBG) received an upgrade from Stifel Nicolaus. Both are now placed in the "buy" category. I'm sure the companies are happy to be away from the depressing "hold" moniker. The price targets on Pepsi and Pepsi Bottling Group are $64 and $37, respectively. As of this writing, Pepsi was priced at $54.82 while Pepsi Bottling Group's last bid was $33.71.

As can be seen, if Stifel Nicolaus turns out to be right, then traders might have a winning transaction on their hands. But one thing that must be remembered is the arbitrage game going on here. Pepsi wants to buy Pepsi Bottling Group. The latter is, of course, arguing for a higher purchase price.

Dr Pepper Snapple Group (NYSE: DPS) popped open its first-quarter report on Wednesday (I bet you never read that pun before from a financial pundit covering a beverage concern!). On an adjusted basis, sales rose 4%. Management needed to adjust for the termination of a contract with Hansen (NASDAQ: HANS), as well as for currency effects. The company saw a drop in bottom-line income excluding items as earnings came in at $0.37 per share. This was $0.03 less than last year's performance.

However, Dr Pepper can feel happy about the fact that the company beat expectations. The market was only looking for $0.29 per share. How refreshing (yep, another pun)! Volumes did all right during the quarter.

Coca-Cola (NYSE: KO) reported first-quarter earnings on Tuesday morning. By the end of the day, the main enemy of PepsiCo (NYSE: PEP) was down 2.8% on better-than-average volume. Coke said that it earned 65 cents per share on an adjusted basis. According to Beth Gaston Moon's earnings preview, management met Wall Street's expectations.

So, right off the bat, you can see why the market wasn't so kind to Coke's shares. Meeting expectations isn't enough sometimes. But there are some other issues here, too.

Revenue was kind of soft, and a look at the statement of cash flows shows a decrease in money generated from operations. That number decreased over 20% to roughly $870 million.

Atlanta based soft drink giant Coca-Cola (NYSE: KO) got its chance to impress investor's this morning with its fourth quarter earnings, and it did not disappoint. While the company did see profit falling by 18% in the quarter, its bottom line was better than analysts had predicted.

As Steven Mallas noted in his Coca-Cola earnings preview yesterday, analysts had been expecting to see 61 cents per share for the quarter, but the actual number was a bit higher, with a reported 64 cents a share.

Coca-Cola (NYSE: KO), the arch rival of PepsiCo (NYSE: PEP), is set to report Q4 numbers on Thursday, February 12. Coke is estimated to earn 61 cents per share, a growth of about 5%. Is it doable? More importantly, will Coke be able to beat projections? I'd say it might, considering that the two major bottlers out there, Pepsi Bottling Group (NYSE: PBG) and Coca-Cola Enterprises (NYSE: CCE), both beat on their respective bottom lines this week. Pepsi Bottling trounced expectations by 5 cents, and Coke's bottler did better by 3 cents.

Not that the quarter will have been a cake walk. There will be issues with currency translations and the global slowdown. Even though Coke sells products that are theoretically defensive against a recession, I imagine that guidance will be conservative, and I would bet that growth in case volume, a very important metric for beverage companies, will be down. I'll hope for the best, but I'm bracing myself for that outcome.

Pepsi Bottling Group (NYSE: PBG) reported earnings for Q4 today. The stock is up slightly as I write this, somewhere around 0.6%. Not a huge rise, especially after beating expectations, but considering the huge drop in the market today, I'd say it's a pretty big victory for shareholders.

Don't you just hate it when one of the companies in your portfolio finds itself the subject of litigation? Especially when it's a lawsuit not so much for money but to generate a little bad publicity? I know, lawsuits are part of the game of any business. They are nothing more than another cost on the income statement. But I hate it when it has to do with an acquisition that is still young. I'm talking about Coca-Cola (NYSE: KO) and a lawsuit brought against its VitaminWater asset.

According to this source, The Center for Science in the Public Interest doesn't like the way that Coke publicizes the health benefits of VitaminWater and is suing to make its point.

Words on the label of the bottles of the product irk the group, words like "defense" and "rescue." For those who have never ingested one of these drinks, these are the names of the drinks and are supposed to help consumers know which beverage to use in case you are feeling sick, or are feeling fatigued, etc.

When you think about it, corporations are no different than consumers. They see the economic writing on the wall, and they react to it accordingly. So it was no surprise when PepsiCo's (NYSE: PEP) CEO Indra Nooyi said she was down on beverage acquisitions in North America. Instead, she'd like to drive profits in an organic fashion. In my opinion, she's basically saying that she doesn't feel that the economy has hit a bottom yet and that she's got time to look around for prospects to add to her company's portfolio.

I think she's probably correct (if she actually is thinking along those lines), but I would add that, if a particularly compelling prospect came along, I wouldn't necessarily reject it in knee-jerk fashion just because the economy is one scary beast. Remember that PepsiCo, or any company for that matter, can buy other businesses for cheap valuations at the moment. Of course, those other businesses know that, and probably are holding off from putting themselves up on the block. So I do realize that being a value buyer in this climate is more complex than it appears to be at first glance.

She's also on the right track in terms of concentrating on growing internally. I don't think companies focus as much as they should on internal growth. As Nooyi pointed out, organic innovation can indeed be the more attractive economic alternative to pricey buyouts.

Coca-Cola Enterprises (NYSE: CCE), the big bottler for Coca-Cola (NYSE: KO), and a competitor of both PepsiCo (NYSE: PEP) and Pepsi Bottling Group (NYSE: PBG), is trying, like every company out there, to grapple with the recession. Sure, sodas and waters might seem like an attractive business to be in since people will still buy them in a down economy, but make no mistake about it -- Coca-Cola Enterprises needs to be on top of its game to protect those margins.

This leads me to this: According to Beverage World, Coca-Cola Enterprises wants a little more efficiency in its system. What corporate structure doesn't, right? So, management is taking a fresh look at the supply chain and the packaging it uses. Already, the company has shed 1,000 jobs and combined some units. Becoming leaner and working in a smarter fashion is key to keeping the bottom line steady and, hopefully, growing. It's only part of the picture, though. The logistics of distribution should be looked at, don't get me wrong. That obviously is the bottler's main function. Marketing, however, has to be stepped up as well. And that's Coca-Cola's job.

Pepsi Bottling Group (NYSE: PBG), a competitive colleague of Coca-Cola Enterprises (NYSE: CCE), reported earnings for the third quarter earlier in the week. I didn't find the release too exciting, to be honest. Revenues went up 2% to $3.8 billion. Earnings came in at $1.06 per share. In last year's quarter, Pepsi Bottling Group booked a bottom line equal to 98 cents per share, after adjustments. In terms of expectations, the company beat the analysts on Wall Street by two pennies better.

While an earnings beat is certainly a nice thing, let's take a look at what is perhaps one of the more important metrics when it comes to beverage manufacturers: case volume. I'm afraid there's nothing to write home about as far as this statistic is concerned. Case volume took a dive around the globe by a disappointing 6%. Management cited hard economic times as a contributing factor. Imagine that. You'd think that products found in the portfolios of Coca-Cola (NYSE: KO) and PepsiCo (NYSE: PEP) would be pretty defensive in a tough economic period. Apparently, Pepsi Bottling Group found it difficult to distribute more of its drinks this past quarter.

Long term, I think Pepsi Bottling Group will be okay. But I think both PepsiCo and Coke need to find better ways of convincing people to continue to drink their flagship carbonated beverages. They've been on the decline over the past several years. As a stock, Pepsi Bottling Group isn't on my watch list. I already own shares of Coke, but even with that bias, I can honestly say that I wouldn't want to enter the bottler at this time. I'm not impressed with either the growth or the year-to-date stock performance.

Disclosure: I own Coke; positions can change at any time.