In the 1980s and 1990s they sold their bottlers and were very happy. But then they re-bought their bottlers 20 years later. Why did Pepsi and Coke re-buy their bottlers in 2009-2010? In other words, why did they feel it was better to buy their bottlers than to have them operate as separate companies as they had for the previous two decades? (Hint: You may want to consider why weren’t the bottlers doing all the things that Pepsi and Coke wanted of them.)