The Big Drink: An Unofficial History of Coca-Cola, by E. J. Kahn Jr. (HC, 1960, $2.50)
In 1886 a bookkeeper named Pemerton "unveiled a syrup that he called Coca-Cola. It was a modification of his French Wine Coca." Coke was not an immediate hit, for only 25 gallons of the syrup were sold that first year. In the summer of 1899, the owner of Coke sold off bottling rights for only one dollar. He may even have laughed as he did it. People only bought drinks at soda-fountains. No one would ever want to buy a drink in a bottle.
In 1909, after the passing of the Pure Food and Drug Act, the government charged Coke with adulteration (adding caffeine) and misbranding (naming a drink coca-cola "when it contained no coca, and precious little cola."). The case ran on for nine years, with Coke eventually winning mostly because the government got tired of the battle. (And besides, Grape Nuts contained neither grapes, nor nuts, yet it had not been sued!)
In 1931, organized crime sold counterfeit coke. Selling coke was profitable, as not only were people drinking coke instead of alcohol, but because only coke could make corn whiskey drinkable.
1931 was also the year the battle between Coke and Pepsi started. "A chain of candy stores... irked because the Coca-Cola Company refused to give it a discount on fountain syrup, bought the then almost bankrupt Pepsi-Cola for $12,000. The Coca-Cola Company could have bought it itself, but declined. Pepsi had been around for a long time, without prospering..." It had been sold as an appetite stimulant and to to ease indigestion. But the candy store owners saw its potential, and the battle was on.
These are only a few of the stories and information this book is filled with. Reading it makes me wonder what the stories are from the last 50 years. That I, who only drink Pepsi, should be interested in Coke amazes even me.
Look for this book on the new non-fiction table, avail. 3/7. (Have fun) (later: financial/comp.)
