Fizz, Movies and Whoop-De-Do

Coca-Cola at 100 is bigger, richer and more diversified than ever

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Goizueta is more modest about his company's ambitions and accomplishments. Says he: "We've been very selective, but also very lucky." At the moment, he is eager to talk about the future of the soft-drink business, a topic on which he is extremely bullish. Most of that future, as Goizueta sees it, is overseas. The average American now consumes 50 gal.--the equivalent of 533.3 12-oz. bottles--of soft drink per year, but consumption abroad averages only 15% of that. Says Goizueta: "We have tremendous room for growth." As the company prepares to toast its triumphs with more kinds of Coke than John Styth Pemberton could ever have imagined, industry experts fully expect Goizueta to do whatever it takes to keep his firm in a partying mood well into its second century.

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