This is detailed, meticulously researched and absolutely FASCINATING study of the history of Coke - not just who first made it and how it was first presented to a thirsty public (and no, it doesn't give you the formula), but how it has grown to become something that looms large in everyone's life, even if you're not a fan. More people drink Coca Cola in the world than coffee, but at this point I must confess that I don't drink Coke myself.
There are entertaining stories of how the product evolved from a syrup served at every soda bar (ever wondered about that cocaine rumour - its in the book!); how every soldier in WW2 had a coke at the front, even if they didn't have bullets and medical supplies; and how jealously Coke guard their market share and branding. There are some really funny anecdotes from the Coke/Pepsi wars, especially when the formula was tinkered with to gain competitive advantage, and my favourite is the lady who berates a poor man stocking shelves with the "new" Coke, and when the man stacking Pepsi laughs, she berates him for his product as well. This is an amusing study of our society and how this innocent fizzy brown drink has become one of the most universally recognised products of our times.
I remember I was reading this one night and my husband declared that he thought the whole book was nothing but an advertisement for Coca Cola. I laughed, told him it was a very entertaining study of a product that is now literally everywhere in the world. I then asked him to get me a Coke.
Pendergast most definitely did his homework on Coca-Cola. Accordingly, if you were curious about any facet of Coke's history up to the mid-to-late nineties, it's probably included in this book. I kid you not that the last hundred pages are all footnotes - it's that exhaustive.
I love Coke though I often find myself bothered by the importance of a product that is nothing more than good-tasting water. If you are curious about Coke and have the will power to read 460 pages of history about this company, pick this book up. However, be forewarned that it's a major book that doesn't pull any punches. I probably drank at least a case of Coke while trying to read this thing. Kudos to Mark Pendergast for being so thorough though. I always wanted to know that Rome, GA had the highest per capita consumption of Coke in the world!