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Berkeley’s Soda Tax Boosts Retail Prices of Sugary Drinks

Published

11 years ago

October 18, 2015

By Sarah Yang, UC Berkeley News

Not long after Berkeley became the first city in the country to levy an excise tax on sugar-sweetened beverages, questions arose about whether the move would have its desired effect by increasing the retail price of soda.

The latest signs, coming from a new study by UC Berkeley researchers, say yes.

The findings, published in the American Journal of Public Health, come nearly a year after Berkeley voters approved an excise tax of one cent per ounce on sugary drinks. Unlike a sales tax, which is paid by consumers at the register, an excise tax is levied before the point of purchase, potentially leading to higher retailer prices, so buyers are more aware of the higher cost before they pluck the beverage from store shelves.

These new study results differ from those of a working paper on Berkeley soda prices published in August, which suggested that a smaller proportion of the tax was passed through to the retail price of soda.

“No one knew how retailers would deal with the added costs of the tax,” said study lead author Jennifer Falbe, a UC Berkeley postdoctoral researcher in public health nutrition. “Increasing the price of sugary drinks is a critical first step in discouraging consumption, so it’s incredibly encouraging that we’re seeing pass-through of the tax to higher retail prices so early after implementation. We expect higher price increases in the future as small business owners learn more about the tax.”

To establish a baseline comparison, researchers collected data on most beverage prices in fall 2014, before the soda tax was passed. They not only looked at stores in Berkeley, but also included retailers in Oakland and San Francisco to account for other factors that may affect prices regionally.

Data was collected again three months after the tax went into effect. The researchers found that in Berkeley, soft drink prices increased by about seven-tenths of a cent more per ounce than in other cities. Given the tax was 1 cent per ounce on distributors of sugar-sweetened beverages, this means that about 70 percent of the tax was passed through to the retail price.

Fruit-flavored drinks, including cranberry cocktail and lemonade, saw a slightly smaller increase of about half a cent per ounce. For all categories of sugar-sweetened beverages, the overall price increased about half a cent per ounce.

The researchers also looked at the price of non-sugary beverages, which did not change more in Berkeley than in comparison cities during the study period.

These study results differ from those of a working paper on Berkeley soda prices published in August, which suggested that a smaller proportion of the tax was passed through to the retail price of soda.

The differences between the results from this new UC Berkeley research and the earlier working paper may be due to when and how stores were sampled in the two studies, Falbe said. Also, the UC Berkeley study distinguished between retail store types. The price of sugary beverages changed little at chain drugstores but more at supermarkets.

“This is important because most Americans do their primary grocery shopping at supermarkets,” said Falbe.

The study comes as other cities around the country are considering their own soda tax measures. But even with the limited success of getting such “sin taxes” passed, sales of soda, particularly the full-calorie versions, have been experiencing a steady decline over the past decade.

According to a youth survey by the Centers for Disease Control and Prevention, the percentage of high school students reporting consumption of soda in the prior week dropped from 33.8 percent in 2007 to 27 percent in 2013.

“Regardless of price increases, soda taxes can be a means of sustainably funding public health efforts,” said study senior author Dr. Kristine Madsen, an associate professor at UC Berkeley’s School of Public Health.

She noted that when Berkeley established a general tax on sugary beverages, it also established an expert panel to make recommendations on funding efforts to reduce obesity and sugar-sweetened beverage consumption. The Berkeley City Council has already allocated funds to support the Gardening and Cooking Program in the Berkeley Unified School District.

Other co-authors of the paper are Nadia Rojas, a research associate at UC Berkeley’s School of Public Health, and Anna Grummon, a global public health graduate student at the University of North Carolina.

The Global Obesity Prevention Center at Johns Hopkins University, the National Institute of Child Health and Human Development, and the University of California Office of the President helped support this research.

Oakland Post

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New Protections for Ticket Buyers: Gov. Newsom Signs Assemblymember Isaac Bryan’s Bill

OAKLAND POST — Assembly Bill 1349 expands state regulation of original ticket sellers, resellers and online resale marketplaces. The law targets deceptive sales practices, ticket-buying software and speculative listings — tickets advertised for sale by sellers who do not possess them or have authorization to sell them.

Published

6 days ago

October 4, 2026

Post News Group

Assemblymember Isaac Bryan (D-Ladera Heights). File photo.

By California Black Media Staff

Gov. Gavin Newsom signed legislation on Sept. 27 authored by Assemblymember Isaac Bryan (D-Ladera Heights) that strengthens consumer protections for Californians purchasing tickets to concerts, sporting events and other live entertainment.

Assembly Bill 1349 expands state regulation of original ticket sellers, resellers and online resale marketplaces. The law targets deceptive sales practices, ticket-buying software and speculative listings — tickets advertised for sale by sellers who do not possess them or have authorization to sell them.

“Buying a ticket shouldn’t come with hidden risks or unfair practices,” Newsom wrote on social media after signing the measure.

Under AB 1349, ticket sellers are prohibited from listing tickets before they have been officially released unless they have authorization or a legally enforceable right to receive them. Online marketplaces must also take reasonable steps to prevent speculative ticket sales on their platforms.

The law prohibits sellers from using bots, multiple accounts, email addresses or internet protocol addresses to circumvent ticket limits, presale restrictions, electronic queues and other controls. It also bans websites and advertisements designed to mislead buyers into believing they are purchasing tickets from an authorized seller, venue or event organizer.

Sellers who violate certain provisions and fail to provide a promised ticket may be held liable for twice the ticket’s contracted price. Buyers may also recover nonrefundable expenses incurred while attempting to attend an event, along with reasonable attorney’s fees and court costs.

Pastor Tecoy Porter Sr., president of the National Action Network’s Sacramento chapter, said the law establishes needed accountability.

“Buying a ticket to a concert or show shouldn’t mean entering a marketplace where the rules are stacked against you. This year, we worked with a coalition of consumers, civil rights advocates, community groups, and businesses to make AB 1349 stronger. Consumers deserve enforceable rules that protect them. We thank Assemblymember Bryan for his leadership, and we will keep working to make ticketing fair for every Californian.”

Jose L. Barrera, national vice president for the Far West Region of the League of United Latin American Citizens, also praised the measure.

“Californian families deserve certain protections when they buy tickets. Assemblymember Bryan listened to communities across California and delivered a bill that puts fans first. We thank him and Governor Newsom for making it law.”

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Zakiya Jendayi Arrested, Locked Out of Home by Sheriff’s Deputies

OALAND POST — On Tuesday, deputies followed Jendayi as she left her residence of 13 years to file documents in her case at the Appellate Court. Deputies arrested her upon arrival and transported her to Santa Rita Jail.

Published

6 days ago

October 4, 2026

Post News Group

By Tanya Dennis

Yesterday, more than 10 Alameda County Sheriff’s deputies arrived to take possession of Zakiya Jendayi’s home on behalf of a court-appointed administrator. Jendayi was arrested at the courthouse and transported to Santa Rita Jail around the same time.

Jendayi, who has been embroiled in a probate court battle to retain the inheritance bestowed on her by a longtime friend and colleague who passed away in 2013, had received a notice of eviction last month.

With help from neighbors, friends and clergy, she was able to fend off the eviction from 3614 Randolph Ave. in Oakland and even obtained a reprieve when her bid to file bankruptcy was approved by a county court.

But Philip Campbell, the court-appointed administrator, had already placed Jendayi’s home in his name in October 2025.

On Tuesday, deputies followed Jendayi when she left her residence of 13 years to go to the Appellate Court to file documents in her case. Deputies arrested her upon arrival and transported her to Santa Rita jail.

Undersheriff April Luckett-Fahini said Jendayi was arrested for “safety reasons.” At this time, it is unknown what charges were used for the arrest.

In Jendayi’s absence, Campbell came to her residence accompanied by deputies, had the property taped off with yellow crime tape, and had the locks changed.

Afterward, Campbell requested a police escort to his car amid several angry neighbors who had been advocating that officials pause the eviction pending Jendayi’s appeal.

“Zakiya Jendayi is a respected Black elder in our community,” said Alameda County Supervisor Nikki Fortunato Bas, who has been working with Jendayi to prevent her eviction. “It’s outrageous that she was arrested. There needs to be more justice and equity in our probate system.”

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Ask California: Golden State Releases New AI Chatbot

Gov. Gavin Newsom introduced the prototype as part of the state’s broader effort to use artificial intelligence to make government services easier to access. The launch follows his March 2026 executive order directing state agencies to responsibly implement generative AI while protecting privacy, security and civil liberties.

Published

3 weeks ago

September 22, 2026

Post News Group

By Bo Tefu, California Black Media

California has launched AskCA, a new artificial intelligence-powered chatbot designed to help residents find and navigate state and local government services through a single online platform.

Developed by the state’s Office of Data and Innovation, AskCA is designed around major life events rather than individual government agencies. Californians can use the tool to find information about finding a job, starting a business, accessing family services and recovering from disasters.

“When a Californian needs help, they shouldn’t have to become an expert in government to find it,” said Newsom. “We’re using the best technology California has to offer to make the government more efficient, effective, and more engaged.”

The state is now seeking Californians age 18 and older to participate in the pilot and help test and refine AskCA’s responses. Officials said subject matter experts across state governments are helping inform the chatbot’s answers, which are designed to draw from verified government sources and provide actionable information.

The prototype grew out of California’s response to the January 2025 Los Angeles wildfires. Early testing included more than 140 fire recovery leaders and Altadena wildfire survivors, a dozen job seekers and more than 100 general users.

Jeffery Marino, director of the Office of Data and Innovation, said the tool is intended to remove the need for residents to understand how government agencies are organized before they can get help.

“Californians should not have to understand how the government is organized just to get basic help,” Marino said.

AskCA’s technology will also be used in a new job-skills matching feature that the California Department of Human Resources plans to launch Sept. 30 on CalCareers. Job seekers will be able to upload a resume and receive potential matches to state job classifications.

The state said the CalCareers pilot will not store personal information or require users to have a CalCareers account. California plans to continue testing AskCA as officials evaluate its accuracy, performance and usefulness before expanding the system.