CORPORATIONS: Schwap for Schweppes

In tropical climes, an indispensable rejuvenator to hard-working British colonials is gin & tonic. The tonic has always meant Schweppes, a bitter, effervescent quinine water supposed to ward off malaria & malaise. Last week Schweppes took steps to colonize the U.S. It made a deal with Pepsi-Cola Co. giving Pepsi sole rights to bottle Schweppes in North America, and Schweppes will buy Pepsi's plants in England. Within a few months, Schweppes hopes to ship its concentrate to the U.S., cut its price from 40¢ to about 15¢ for a 10-oz. bottle, and...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!