Fizz

PUBLISHERS WEEKLY 9 SEPT 2013

In his fascinating history of carbonated drinks, Donovan (Replay: The History of Video Games) reveals that fizz is about a lot more than just bubbles. The soda of today started out as a far different beverage Hippocrates looked to mineral waters as a cure-all for ailments, aging, and even as a way to bless marriages. But it was not until the first soda fountain in the early 1800s that an industry was born. Carbonated waters that had largely been enjoyed at spas by only the wealthiest could now be a daily pleasure for everyone. When Coca-Cola came on the scene in the late 19th century with its first ad touting the confection as "Refreshing! Exhilarating!" it was the start of the company's attempt at global domination. Donovan details the brand's ascension as it fought off the temperance movement, lawsuits, and competitors like Pepsi (which went through nearly three bankruptcies in its early years only to become a powerhouse in its own right thanks to the Pepsi Challenge and a famous Michael Jackson commercial) and anti-colas like 7 Up and Mountain Dew. Coke helped shape the modern corporate model with some of the earliest instances of franchises, became the exclusive beverage of the U.S. military during WWII, and ended up, along with Pepsi, in space aboard the Challenger. Soda has certainly taken hits recently with a growing obesity epidemic and city restrictions, but it seems destined to hit the sweet spot indefinitely.