Seven years after being part of The Coca-Cola Company (TCCC) family, Glacéau has received considerable attention from its parent company and the media. The Glacéau acquisition was one of the most expensive deals in history at US$4.1 billion (20xEBITA). According to DE Master Blenders, the average transaction of acquisition is 12.7xEBITA for the food and beverage industry. Nevertheless, the deal was completed before Lehman Brothers’ collapse, when the market appeared to be booming, buyers were frenzied and advisers were pushy. It is now perhaps time to assess the brand and see if its development has lived up to expectations. The industry consensus is that Glacéau has made little advancement and the brand has not met its original objectives.