In an industry dominated by multiple product introductions differentiated at the attribute level, carbonated soft drinks (CSDs) experience demand pressure from all aspects of the beverage industry that go beyond CSDs. The main objective of this paper is to analyze demand for new and sector leading CSDs, which are characterized by multiple product consumer purchasing behavior, firm promotional activity and differentiation at the attribute level. Given the many unique strategies for innovation in CSD new product introductions (NPIs), it is imperative to find out just how effective firm strategies are in using NPIs to stimulate and revitalize demand for CSDs. Using the linear approximate version of the almost ideal demand system that incorporates product attributes through distance metrics, the results of this study show how consumers react to price increases in both NPIs and sector leading CSDs. The combination of the information gained from both the own-price and cross-price elasticity results as well as the attribute results indicate the relative instability in demand found across the CSD industry. Despite the instability, the results also provide information for product attribute categories where strategies could be formulated to aide in improving the longevity of the CSD industry.