FOREIGN TRADE: The Pepsi Culture

Cried the Beirut Daily Star, with ob vious enthusiasm: "A new culture has invaded the Biblical land of Lebanon ... the Pepsi-Cola culture." The culture poured out of a spanking new limestone and glass bottling plant on the outskirts of Beirut at the rate of 4,000 cases a day, and was lapped up so fast that delivery trucks were mobbed by eager buyers even before they could reach stores. Lebanon's Twefik Suleman Assaf, who had spent $650,000 on the new plant, happily esti mated that he would get his investment back in 18 months.

By invading Lebanon, Pepsi was tramping...

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