It has not been by chance that sugary drink consumption has doubled in the U.S. over the last 30 years. The increase is a result of a dramatic expansion of the number of products, increased availability and portion sizes, and slick and unrelenting marketing campaigns waged in both traditional and new social media. Not only that, but the beverage industry employs shrewed tactics to derail sugar-sweetened beverage policy work. One of the most challenging aspects of any sugar-sweetened beverage policy campaign is dealing with the beverage companies and their main trade association, the American Beverage Association. They have the capacity to outspend advocates to fight the passage of any policy. In response to both local and state campaigns, they will hire political consultants and lobbyists who have local and state experience; send materials in the mail; purchase TV, radio, and billboard ads; and advertise extensively in newspapers and social media. Therefore, it is important to know what they will say and do before they say and do it, not only so that you aren’t taken by surprise, but so that you can preempt their arguments when you are talking to legislators and when you go public with your campaign.