Pepsi move could shake up U.S. drinks industry

* Pepsi bids could change face of U.S. beverage sector

* Coke may be forced to buy its own big bottler

* Move unlikely to impact distribution of Crush

By Martinne Geller

NEW YORK, April 20 (Reuters) - PepsiCo Inc's (PEP.N) proposed acquisition of its two largest bottlers could give the U.S. beverage industry the face-lift it needs to better serve consolidating retailers and consumers who now have a lot more choices than a Pepsi or a Coke.

Specifically, Pepsi's $6 billion bid to acquire the shares of Pepsi Bottling Group Inc (PBG.N) and PepsiAmericas Inc (PAS.N) it does not already own could pressure rival Coca-Cola Co (KO.N) to consolidate its own system, analysts said.

The shares of Coca-Cola Enterprises Inc (CCE.N), Coke's largest bottler, rose as much as 7.6 percent on Monday, as takeover speculation that has smoldered for several years caught fire.

"This is a little bit like a game of chess in which certain moves automatically precipitate equivalent moves," said Tom Pirko, president of Bevmark LLC, a beverage industry consulting firm. "They (Coke) are not going to compete as effectively in North America against the (Pepsi) system leaving distribution and bottling as it is. They're probably going to have to do the same thing."