The Coca-Cola Bottling Company of New York has rolled out a 1.5 liter “Smooth Serve” bottle. It’s touted as being easier to handle than the 2 liter bottles, because of its shape, and the reduced amount of soda is supposed to entice consumers to try and buy other soda flavors and also reduce the amount of flat soda sitting in the fridge. Observant customers will realize that although they pay less for the 1.5 liter bottles than the 2, they are paying more per ounce of soda. Unfortunately you may not have to be very observant to notice that the 1.5 liters are supplanting the 2 liters in shelf space, making this introduction work more like the common industry trick of reducing the size of a candy bar without changing the price. Will “Smooth Serve” eventually take over the rest of the U.S.?