The sparkling beverage sector has heated up immensely in the past couple of years. The once-dominant LaCroix brand, owned by National Beverage Corp. (FIZZ), has lost some of its luster in recent years as countless other players have entered the market. These include numerous private label efforts from general retailers and grocery stores, in addition to other premium names that compete directly with LaCroix. Given LaCroix is such a huge piece of total revenue for National Beverage, and that its other brands are regional ones with very small sales numbers, the