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This diverting book, based on articles first published in The New Yorker, is an unsubsidized but not unsympathetic account of Coca-Cola, from its invention in 1886 to its present world-wide manufacture and consumption. The story is one of inventive enterprise, financial imagination, cornfed sentimentality and a rewarding faith in the power of continual and ever-expanding advertising. Coca-Cola was originated, name and drink, in Atlanta, Ca., in 1886 by a brewer of patent medicines, John S. Pemberton; in 1891 a pious and financially acute Georgian, Asa Candler, bought entire rights of manufacture of the drink, control of his company passing in 1919 to an Atlanta bank syndicate headed by Robert Woodruff. This company made of Coca-Cola a god and a fetish, spreading the ""Pause that Refreshes"" and the Coca-Cola bottle around the globe (not as yet into outer space), becoming involved in foreign complications and domestic lawsuits, seeing its name turn into a symbol of American imperialism-- and raising the world-wide consumption of cokes to sixty-six million drinks daily. Witty and readable, this book should appeal to all Coca-Cola addicts old enough to read, and to lending library clients and students of American mores and the power of advertising; even devotees of Pepsi-Cola may enjoy it.

Pub Date: Jan. 15th, 1959
Publisher: Random House