The lighter-tasting, zero-calorie and sugar-free product is available in a new 355ml embossed can that aims to create a higher-value feel. Monster Ultra will offer customers greater volume and will also benefit operators by increasing the number of servings per single can. In a move that may well prove to be every bit as appealing as New Coke, PepsiCo Inc. (NYSE: PEP ) is opening a so-called craft cocktail bar and restaurant in the "ultrahip Meatpacking District" named Kola House. Problems one and two: the address is in Chelsea, and, you can't announce you're going to be trendy, especially by invoking an area that is so very last Market Crash. There is a long history of beverage makers owning their own watering holes: Think most of the U.K.'s pubs, Bacardi bars on various continents and iconic Coca-Cola retail emporia in malls and on the Las Vegas strip. But while Pepsi may be successful and popular, it simply isn't iconic.