Question: What's wrong with the assumption in this graphic that the full tax will be passed on to consumers?

Impact of Berkeley 1c/oz. tax FOOD On a 2-liter (67.6oz) Coca-cola bottle BEV BIZ $1.69 +40% $2.37 Although the tax is levied on distributors, it's assumed the costs will ultimately be passed on to consumers. Coca Cola Coca Cola FoodBev biz