Compania Embotelladora Del Pacifico, S.A. v. Pepsi Cola Co.

650 F. Supp. 2d 314, 2009 WL 2851286
District Court, S.D. New York·Decided September 8, 2009·No. 00 Civ. 7677(JSR)·Published·Cited by 25 cases

Opinion

*318 OPINION AND ORDER

JED S. RAKOFF, District Judge.

Plaintiff Compañía Embotelladora Del Pacifico, S.A. (“CEPSA”) seeks damages for the alleged breach by defendant Pepsi Cola Company (“PepsiCo”) of an Exclusive Bottler Appointment Agreement that appointed CEPSA as PepsiCo’s exclusive bottler for certain parts of Peru. PepsiCo, in turn, alleges that CEPSA is liable for unpaid invoices for concentrate sold to it by PepsiCo.

PepsiCo now moves to exclude the opinions and testimony of two of CEPSA’s experts, and, in a related motion, moves for summary judgment dismissing CEP-SA’s sole remaining breach of contract claim. CEPSA, in turn, moves for partial summary judgment dismissing PepsiCo’s Concentrate Counterclaim. The parties submitted voluminous briefing in support of their respective motions, and on July 15, 2009 the Court heard oral argument. Upon careful consideration, all three motions are granted.

By way of background, on June 6, 1952, CEPSA and PepsiCo entered into an Exclusive Bottler Appointment Agreement (“EBA” or “Agreement”), pursuant to which PepsiCo appointed CEPSA as “its exclusive Bottler, to bottle, sell and distribute the [Pepsi-Cola] beverage” within certain territories in Peru. Declaration of Erin Durba (“Durba Deck”) Ex. 33 ¶ 1. CEPSA agreed that it would “bottle sell and distribute the [Pepsi-Cola] beverage only in the [appointed territory],” and that it would “not, directly or indirectly, bottle, sell or distribute the Beverage in any other Territory.” Id. Pursuant to the EBA (and a variety of subsequent amendments thereto), PepsiCo, from 1952 until April 1999, sold soft drink concentrate to CEP-SA, which then used the concentrate to create, bottle, and distribute bottled product in CEPSA’s territory. Id. ¶¶ 1, 2, 5; Ex. 99. The EBA, which has no definite term and is terminable at will by either party, see 12/18/08 transcript; 4/13/09 Order, does not contain any other express provision concerning PepsiCo’s obligation with respect to preventing, monitoring, policing, or controlling the sale or distribution of its product within CEPSA’s territory. See Durba Deck Ex. 33.

Against this background, CEPSA here seeks to prove that PepsiCo breached the EBA’s exclusivity provision by failing to stop, police, or otherwise prevent “transshipping,” ie., the sale of PepsiCo products in CEPSA’s exclusive territory by bottlers, distributors, or other third-parties.

In support of its claim for damages, CEPSA relies on the opinions and testimony of two expert witnesses: Graham Searles, an accountant and former general manager of a Peruvian Coca-Cola bottler, who estimates CEPSA’s damages as totaling in excess of $236 million, Declaration of Gerald Sawczyn (“Sawczyn Deck”) Ex. A at 1-2 (“Searles Report”), and Julio Luque, a marketing consultant, who offers certain opinions concerning the sales volume data used to calculate CEPSA’s alleged damages. Sawcyzn Deck Ex. D (“Luque Report”). PepsiCo moves to strike the opinions and testimony of both of these witnesses, arguing that neither meets the requirements of reliability and the like set forth in Rule 702, Fed.R.Evid., and in Daubert v. Merrell Dow Pharms., 509 U.S. 579, 113 S.Ct. 2786, 125 L.Ed.2d 469 (1993), and its progeny. The Court agrees.

Under Fed.R.Evid. 702, an expert’s testimony, in order to be admissible, must, inter alia, be “based upon sufficient facts or data” and be “the product of reliable principles and methods.” Thus, an expert’s testimony must be excluded if it is *319 “speculative or conjectural,” or if it is “based on assumptions that are so unrealistic and contradictory” that the testimony amounts, in essence, to an “apples and oranges comparison.” Boucher v. U.S. Suzuki Motor Corp., 73 F.3d 18, 21 (2d Cir.1996) (internal quotation marks omitted). Similarly, “when an expert opinion is based on data, a methodology, or studies that are simply inadequate to support the conclusions reached, Daubert and Rule 702 mandate the exclusion of that unreliable opinion testimony.” Amorgianos v. Amtrak, 303 F.3d 256, 266 (2d Cir.2002). Moreover, an expert’s analysis must be “reliable at every step,” and although “[a] minor flaw in an expert’s reasoning ... will not render an expert’s opinion per se inadmissible,” exclusion is nevertheless warranted whenever “the flaw is large enough that the expert lacks ‘good grounds’ for his or her conclusions.” Id. at 267 (citation omitted).

Searles’ estimated damages figure, to which the Court initially turns, is calculated as follows. First, Searles estimates the total volume of PepsiCo products sold in Lima, Peru (which was included in CEPSA’s exclusive territory), based on figures obtained from the market research firm Consumer Communications Research (“CCR”). Searles Report at 4. Searles concedes that these figures are inaccurate, in that they understate sales volume, but attempts to correct this inaccuracy by adjusting the data upwards by 22.5%, based on an assertion that “marketing experts and others” “generally believe” that CCR understates market volume to this degree. Id. Second, Searles subtracts the amount of CEPSA’s own reported sales of PepsiCo products to determine the amount of nonCEPSA PepsiCo products transshipped into Lima. Id. Although CCR data is only available for the city of Lima, Searles nevertheless proceeds to extend these transshipment figures to non-Lima areas by assuming that transshipment would occur in those areas in the same proportion that it occurred inside Lima. Id. at 5-6. Third, Searles proceeds to assume that all of the alleged transshipping would have been prevented in a “but for” world, and that CEPSA would have made each and every one of those sales that were made by bottlers or distributors other than CEPSA. Fourth, Searles calculates CEPSA’s purported lost profits on these lost sales by applying CEPSA’s historical marginal profit rate. Id. at 6.

An even cursory review of these damages calculations demonstrates that they are based on what Searles himself concedes to be unreliable and inaccurate data, together with a series of assumptions that have no basis in fact or reality. Searles Report at 4. Indeed, Searles stated at his deposition that he was unaware of anyone who has ever relied on CCR data as a measure of market volume and that he knew of no scientific studies validating or confirming its accuracy for that purpose. Sawezyn Decl. Ex. C at 54-63. 1 Although Searles attempts to “correct” these inaccuracies, neither he nor CEPSA’s counsel have pointed to any analysis, studies, or facts to confirm the reliability of his methods of correction. Instead, Searles merely stated at his deposition that he had “no *320 reason to believe that it was not accurate.” Id.

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Compania Embotelladora Del Pacifico, S.A. v. Pepsi Cola Co., 650 F. Supp. 2d 314, 2009 WL 2851286 (S.D.N.Y. 2009).

650 F. Supp. 2d 314 (Compania Embotelladora Del Pacifico, S.A. v. Pepsi Cola Co.) — published by Counsel Stack Legal Research, free access to 12M+ legal documents.

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