Roberto Goizueta
Roberto Crispulo Goizueta, who put the fizz into Coke, died on October 18th, aged 65
AFTER the Cross, the Coca-Cola people like to say, the odd-shaped bottle is the world's most famous symbol. A rare modesty restrains the firm from challenging God for the first place, although, in reality, Coke's fame has spread far beyond the Christian world, into the domains of every other confession and into the godless ones as well. Roberto Goizueta, the head of Coca-Cola for 16 years to his death, was never bothered by sneers of “Coca-colonisation”. Rather the opposite: under his leadership, Coke was continually, and successfully, looking for new territories to colonise.
This article appeared in the Obituary section of the print edition under the headline “Roberto Goizueta”
Obituary October 25th 1997
From the October 25th 1997 edition
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