PEPSI GOES TO THE WHIP AND INKS DEAL WITH CHURCHILL DOWNS

          Louisville-based PepsiCo General Bottlers inked a six-
     year deal to serve Pepsi products at Churchill Downs,
     according to Redding & Kamuf of BUSINESS FIRST OF
     LOUISVILLE.  Under the deal, Pepsi brands "will replace"
     Coca-Cola's at Churchill, as well as other tracks and
     betting sites owned by Churchill Downs.  Financial terms of
     the deal were not disclosed.  Churchill VP/Sales David
     Carrico said that Coca-Cola "negotiated" to retain its
     contract, but "didn't match the promotional package offered
     by Pepsi."  Coca-Cola has had a "presence" at the track
     since "at least the 1940's."  PepsiCo General Bottlers VP &
     GM Mike Brown said that one of its "first promotional
     efforts could bring such Pepsi celebrity endorsers" as Jeff
     Gordon and Cuba Gooding Jr. to this year's Kentucky Derby,
     and that the Pepsi One brand will be the Derby's "official
     soft drink" (BUSINESS FIRST OF LOUISVILLE, 3/15 issue).