For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It 
asked by bugger on November 1, 2006 7:41 PM
Now fully updated, the classic account of how a bottle of sweetened caramel-colored soda water became synonymous with American capitalism
For God, Country and Coca-Cola is the unauthorized history of the great American soft drink and the company that makes it. From its origins as a patent medicine in Reconstruction Atlanta through its rise as the dominant consumer beverage of the American century, the story of Coke is as unique, tasty, and effervescent as the drink itself. With vivid portraits of the entrepreneurs who founded the company-and of the colorful cast of hustlers, swindlers, ad men, and con men who have made Coca-Cola the most recognized trademark in the world-this is business history at its best: in fact, "The Real Thing."
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Coca-Cola is my 'poison' of choice. I love it so much and it's about all I drink; therefore I have always wanted to know all the details behind the company and the beginning of the beverage itself etc. This book is the best out there for all that you want to know about Coke.
It's very comprehensive (smallish print and over 450 pages (not including the notes and appendixes at the end). From information about the inventor John Pemberton to the marketing of this great soft drink, this is an excellent book to get some understanding into the Coke company and the drink itself. Just be warned; it's a long and hard going read, but if you are truly interested in it, it flows well and you'll get through it easily.
It's very comprehensive (smallish print and over 450 pages (not including the notes and appendixes at the end). From information about the inventor John Pemberton to the marketing of this great soft drink, this is an excellent book to get some understanding into the Coke company and the drink itself. Just be warned; it's a long and hard going read, but if you are truly interested in it, it flows well and you'll get through it easily.
reviewed by oden on November 19, 2006 7:03 PM
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In May 1886, Coca-Cola hit the market as a soda-fountain patent medicine. Thought to originally contain cocaine from which it took its name, because of its kick. Now 120 years later, they've come up with one formula which has twice the kick. It's an energy drink but is not with the other such type at the grocery. It is stocked with the bottled coffee. It has to grow on you, as did lima beans on me when it was touted to be a favorite of my idol, the star of Coke-time during the Fifties. It was on twice a week in 1953. Coke Blak is addictive.
The folks in Atlanta made a big mistake in March, 1985, when they attempted to change the formula to compete with Pepsi. The Coke lovers persisted and got a form of the original (now called Classic) back on the market (minus the Coke kick). This new blak fusion beverage is definitely a thing apart. Perhaps it has drugs beside coffee added to make it distinctive. Of course, it costs much more than regular Coke, but anything good is expensive, like fancy cars and houses for the rich.
The advertising since the Eighties has hurt Coke's image and now it's just one choice out of many. My son Justin used to bring his friends home to meet Mom, inevitably asking me what I liked to drink; I'd always declare "I prefer Coke." LBJ got holier than thou when he became U. S. President and his "Great Society" (which was anything but!) prompted Robert Woodruff to use blacks in their commercials. That was the demise of Coke's Royal place in the beverage world. Change is not always best, as they learned the hard way when they changed the formula.
For a hundred years almost, Coke was the holy grail which became tarnished as the publicity consistently went down the drain. How much can people in the slums and government projects spend on soft drinks? -- they'd rather spend whetever they have on drugs. Their promise of a stress-free society due to Johnson's abject reasoning (he wasn't the brightest president we ever had and slid into that lofty position when JFK was killed in his home state of Texas) was all a pipe dream.
Even though Coca-cola is now available around the globe, even in the smallest and poorest countries, it's second rate to the "real" Coke of the Fifties. We used to order Cherry Coke at the soda fountain; now their Black Cherry/Vanilla Coke and Dr. Pepper is nauseating. The first formulas for both were meant as a digestive aid. No so today. It has changed so drastically and includes too many forumlas which will be its fall into oblivion.
The folks in Atlanta made a big mistake in March, 1985, when they attempted to change the formula to compete with Pepsi. The Coke lovers persisted and got a form of the original (now called Classic) back on the market (minus the Coke kick). This new blak fusion beverage is definitely a thing apart. Perhaps it has drugs beside coffee added to make it distinctive. Of course, it costs much more than regular Coke, but anything good is expensive, like fancy cars and houses for the rich.
The advertising since the Eighties has hurt Coke's image and now it's just one choice out of many. My son Justin used to bring his friends home to meet Mom, inevitably asking me what I liked to drink; I'd always declare "I prefer Coke." LBJ got holier than thou when he became U. S. President and his "Great Society" (which was anything but!) prompted Robert Woodruff to use blacks in their commercials. That was the demise of Coke's Royal place in the beverage world. Change is not always best, as they learned the hard way when they changed the formula.
For a hundred years almost, Coke was the holy grail which became tarnished as the publicity consistently went down the drain. How much can people in the slums and government projects spend on soft drinks? -- they'd rather spend whetever they have on drugs. Their promise of a stress-free society due to Johnson's abject reasoning (he wasn't the brightest president we ever had and slid into that lofty position when JFK was killed in his home state of Texas) was all a pipe dream.
Even though Coca-cola is now available around the globe, even in the smallest and poorest countries, it's second rate to the "real" Coke of the Fifties. We used to order Cherry Coke at the soda fountain; now their Black Cherry/Vanilla Coke and Dr. Pepper is nauseating. The first formulas for both were meant as a digestive aid. No so today. It has changed so drastically and includes too many forumlas which will be its fall into oblivion.
reviewed by reader99 on November 21, 2006 12:32 PM
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Apart from being the most excellent and comprehensive history of Coca-Cola. It is a most invaluable book for a marketeer, as it chronicles the marketing innovations that Coca Cola pioneered from Liability Insurance, product placement, stress on promotions to point of sale merchandising.
On reading the book one is left with the feeling that Coca-Cola practically invented modern advertising and marketing as we know it.
On reading the book one is left with the feeling that Coca-Cola practically invented modern advertising and marketing as we know it.
reviewed by motivations on November 22, 2006 2:16 PM
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FOR GOD, COUNTRY, AND COCA-COLA is an interesting and exhaustive read about the history of what is likely the world's best known product, sugar water.
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.
Pendergast's meticulousness is both the strength and the weakness of this book. About halfway through, it starts becoming increasingly less interesting.
Thus I rate it a mixed bag. Great in being the definitive history of Coca-Cola, but also somewhat dry and dragging towards the end. But if you are extremely curious about Coke's history and have the will power to read 460 pages of fact after fact after fact regarding advertising schemes and bouts with Pepsi, pick this book up.
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.
Pendergast's meticulousness is both the strength and the weakness of this book. About halfway through, it starts becoming increasingly less interesting.
Thus I rate it a mixed bag. Great in being the definitive history of Coca-Cola, but also somewhat dry and dragging towards the end. But if you are extremely curious about Coke's history and have the will power to read 460 pages of fact after fact after fact regarding advertising schemes and bouts with Pepsi, pick this book up.
reviewed by megafan on November 28, 2006 1:16 AM
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Basically, this is a book on the history of Coca-Cola, with some really good information on the cola industry as a whole. Well-researched, and well-written, I enjoyed this book. It was especially interesting to see the honesty in regard to the cocaine and caffiene content issues that Coke had to deal with, and later the "New Coke" fiasco. My only complaint would be with the length and that its a bit slow moving. The people involved certainly aren't very likeable, but the author does a good job of putting everything into a proper historical context. It even has the "secret formula" for the drink, which I found interesting just to know what I'm drinking.
reviewed by drvale on November 29, 2006 9:49 AM