Soda tax advocates are taking a lesson from tobacco taxes. The first cigarette taxes proposed years ago failed, but ultimately became accepted by voters and legislators. The beverage industry can “tell the tide is turning” says one advocate.

In Tuesday’s election, Richmond voters may have flatly rejected a move to make sodas more expensive, but it seems Richmond city councilman Jeff Ritterman isn’t ready to end his campaign to tax sugary drinks. “I’m thinking we should do ’14 in ’14’ — try 14 cities in 2014,” Ritterman said on election night, even as early returns foreshadowed the tax measure’s failure.

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