Coke is one of the most expensive soft drinks on the market. All the others manufacturers make deals with the big stores (WalMart, Costco, etc.) but not Coke.... The word was that Wal-Mart and Costco were going to drop carrying it because Coke wouldn't play ball with them.
Good luck on the hunt. I use it to go with my Jack Daniels... So if you find a good price... Lemme know!