The Friday File: In 2014, flavored, unflavored, carbonated and non-carbonated non-alcoholic beverage sales in the US fell by 1% to 12.76 billion gallons, or 40 gallons/person, the 10th consecutive year of declining volume. The top seller, Coke with a 17.3% market share, followed by Pepsi at 8.7%, Mountain Dew at 5.8%, Dr. Pepper at 5.1% and Gatorade at 4.6%. Despite the volume decline, revenues rose 1.4% to $77.4 billion!