1 00:00:00,040 --> 00:00:03,239 Speaker 1: Hey, history enthusiasts, you get not one, but two events 2 00:00:03,240 --> 00:00:08,119 Speaker 1: in history today. With that said, on with the show, Hey, 3 00:00:08,240 --> 00:00:12,160 Speaker 1: I'm Eves, and welcome to this Day in History Class, 4 00:00:12,160 --> 00:00:15,280 Speaker 1: a show that uncovers history one day at a time. 5 00:00:23,480 --> 00:00:30,080 Speaker 1: The day was April. The Coca Cola Company introduced New Coke, 6 00:00:30,480 --> 00:00:34,000 Speaker 1: a reformulated version of its world famous soft drink Coke. 7 00:00:35,159 --> 00:00:37,720 Speaker 1: It was the first time in the company's nearly century 8 00:00:37,760 --> 00:00:42,199 Speaker 1: long history that the drink was reformulated. People did not 9 00:00:42,360 --> 00:00:45,320 Speaker 1: like the taste, and the change became a whole debacle. 10 00:00:46,479 --> 00:00:49,320 Speaker 1: In the early nineteen eighties, Coca Cola needed to do 11 00:00:49,440 --> 00:00:53,280 Speaker 1: something to boost their sales. Coke's market share was declining. 12 00:00:53,960 --> 00:00:57,200 Speaker 1: Pepsi was becoming the cola of choice in supermarkets and 13 00:00:57,280 --> 00:01:00,240 Speaker 1: other types of sodas like diet in Citrus one, We're 14 00:01:00,280 --> 00:01:05,720 Speaker 1: gaining popularity. Pepsi began an ad campaign called the Pepsi Challenge, 15 00:01:05,959 --> 00:01:09,720 Speaker 1: where participants would choose pepsi over coke and blind taste tests. 16 00:01:10,640 --> 00:01:13,680 Speaker 1: When Coca Cola did their own internal taste tests, they 17 00:01:13,760 --> 00:01:17,680 Speaker 1: also picked pepsi over coke. So executives decided that the 18 00:01:17,760 --> 00:01:21,080 Speaker 1: key to increasing coke sales was to change the SODA's taste. 19 00:01:22,440 --> 00:01:26,280 Speaker 1: The coke formula have been through changes before. Notably, the 20 00:01:26,360 --> 00:01:29,960 Speaker 1: drink wants had cocaine in it, and it changed sweeteners 21 00:01:29,959 --> 00:01:32,880 Speaker 1: from cane sugar to beat sugar to corn syrup, but 22 00:01:32,959 --> 00:01:35,080 Speaker 1: the taste of the drink had always been the same. 23 00:01:36,120 --> 00:01:38,600 Speaker 1: Fearful they were about to lose their hold on the market, 24 00:01:39,000 --> 00:01:42,160 Speaker 1: Coke decided to introduce a new sweeter formula for their 25 00:01:42,200 --> 00:01:46,479 Speaker 1: flagship drink, Diet Coke, which Coca Cola introduced in nineteen 26 00:01:46,560 --> 00:01:49,240 Speaker 1: eighty two, have become one of the most popular drinks 27 00:01:49,240 --> 00:01:52,720 Speaker 1: in the United States. The company made the Diet Coke 28 00:01:52,800 --> 00:01:55,920 Speaker 1: formula sweeter with high fruit toast corn syrup, and after 29 00:01:55,960 --> 00:01:59,280 Speaker 1: a lot of testing, it launched that reformulated version of 30 00:01:59,320 --> 00:02:05,080 Speaker 1: coke on a The new drink's official name was just Coke, 31 00:02:05,600 --> 00:02:08,200 Speaker 1: but the word knew was added to the bottles and 32 00:02:08,280 --> 00:02:12,679 Speaker 1: cans and it became known as New Coke. The original 33 00:02:12,720 --> 00:02:17,240 Speaker 1: formula was discontinued. Even though New Coke tasted better than 34 00:02:17,280 --> 00:02:20,120 Speaker 1: the original formula to consumers and more than two hundred 35 00:02:20,120 --> 00:02:24,960 Speaker 1: thousand taste tests, New Coke failed. People hoarded original coke 36 00:02:25,000 --> 00:02:28,480 Speaker 1: and sold it at exorbitant prices. In a dramatic show 37 00:02:28,800 --> 00:02:32,280 Speaker 1: new coke was dumped into the sewers in Seattle. People 38 00:02:32,320 --> 00:02:35,800 Speaker 1: formed protest groups like the Society for the Preservation of 39 00:02:35,840 --> 00:02:40,919 Speaker 1: the Real Thing and Old Cola Drinkers of America. Gay Mullins, 40 00:02:41,120 --> 00:02:45,640 Speaker 1: founder of Old Cola Drinkers of America, called Coke un American. 41 00:02:46,680 --> 00:02:49,880 Speaker 1: By June, Coca Cola was getting fifteen hundred calls each 42 00:02:49,960 --> 00:02:53,280 Speaker 1: day on the consumer hotline, compared to four hundred a 43 00:02:53,360 --> 00:02:57,400 Speaker 1: day before the change. After all the complaints, Coca Cola 44 00:02:57,440 --> 00:03:00,880 Speaker 1: realized it needed to bring back the old formula. UH. 45 00:03:01,280 --> 00:03:05,360 Speaker 1: At a July eleventh press conference, Coca Cola executives announced 46 00:03:05,360 --> 00:03:09,000 Speaker 1: the return of the original recipe. The Coca Cola President 47 00:03:09,040 --> 00:03:12,760 Speaker 1: and Chief Operating officer said, the simple fact is that 48 00:03:12,840 --> 00:03:15,600 Speaker 1: all the time and money and skill poured into consumer 49 00:03:15,680 --> 00:03:19,320 Speaker 1: research on the new Coca Cola could not measure or 50 00:03:19,400 --> 00:03:23,079 Speaker 1: reveal the deep and abiding emotional attachment to original Coca 51 00:03:23,080 --> 00:03:27,280 Speaker 1: Cola felt by so many people. Cans and bottles with 52 00:03:27,320 --> 00:03:30,880 Speaker 1: the new formula were labeled Coca Cola Classic. New coke 53 00:03:30,960 --> 00:03:33,519 Speaker 1: went with an ad campaign slogan of catch the Wave, 54 00:03:34,000 --> 00:03:37,200 Speaker 1: and Coca Cola Classic had the slogan Red White and 55 00:03:37,320 --> 00:03:41,680 Speaker 1: You New Coke stayed on the market for years and 56 00:03:41,720 --> 00:03:46,960 Speaker 1: in nine two was renamed Coke two. It wasn't discontinued 57 00:03:47,040 --> 00:03:51,200 Speaker 1: until two thousand two. The word classic was dropped from 58 00:03:51,240 --> 00:03:54,440 Speaker 1: Coke's name in two thousand nine, after Coke went back 59 00:03:54,440 --> 00:03:57,680 Speaker 1: to the original formula. There were rumors that the whole 60 00:03:57,680 --> 00:04:02,600 Speaker 1: fiasco had been a clever marketing employ all along. I'm 61 00:04:02,640 --> 00:04:04,920 Speaker 1: Eve Steph Coote and hopefully you know a little more 62 00:04:04,920 --> 00:04:09,400 Speaker 1: about history today than you did yesterday. You can learn 63 00:04:09,400 --> 00:04:13,280 Speaker 1: more about history by following us on Twitter, Facebook and 64 00:04:13,440 --> 00:04:19,640 Speaker 1: Instagram at t d i h C Podcast. Thanks for 65 00:04:19,720 --> 00:04:22,880 Speaker 1: joining me on this trip through history. See you here 66 00:04:23,160 --> 00:04:38,279 Speaker 1: same place tomorrow. Hi everyone, I'm Eves and welcome to 67 00:04:38,320 --> 00:04:41,039 Speaker 1: this Day in History Class, a podcast that tears a 68 00:04:41,080 --> 00:04:53,719 Speaker 1: page from the book of History every single day. The 69 00:04:53,800 --> 00:04:58,400 Speaker 1: day was at sixteen the Ryan heightsk a boat, a 70 00:04:58,440 --> 00:05:03,520 Speaker 1: Bavarian beer purity law was adopted. There were previous regulations 71 00:05:03,560 --> 00:05:06,440 Speaker 1: to control the quality and pricing of German beer, but 72 00:05:06,560 --> 00:05:10,440 Speaker 1: the fifteen sixteen law is the most prominent version. Beer 73 00:05:10,480 --> 00:05:13,640 Speaker 1: and brewing are integral parts of Bavarian history and culture. 74 00:05:14,640 --> 00:05:17,440 Speaker 1: Throughout the Middle Ages and into the modern era. Beer 75 00:05:17,560 --> 00:05:21,640 Speaker 1: was a mainstay in the Bavarian diet. By the sixteenth century, 76 00:05:21,800 --> 00:05:24,960 Speaker 1: Bavaria was home to many well known beer cities, but 77 00:05:25,240 --> 00:05:29,000 Speaker 1: hygiene was not great and the beer was often contaminated. 78 00:05:29,520 --> 00:05:34,520 Speaker 1: Brewers sometimes increased prices and added unnecessary ingredients like wood 79 00:05:34,520 --> 00:05:39,320 Speaker 1: shavings and hallucinogenic plants to beer. There had been efforts 80 00:05:39,400 --> 00:05:42,840 Speaker 1: to place more regulations on beer in Bavaria. For instance, 81 00:05:42,920 --> 00:05:46,080 Speaker 1: in twelfth century Augsburg, a decree was passed saying that 82 00:05:46,080 --> 00:05:49,200 Speaker 1: bad beer had to be destroyed or given to impoverished 83 00:05:49,200 --> 00:05:53,279 Speaker 1: people at no cost. In thirteen sixty three, the Munich 84 00:05:53,360 --> 00:05:56,120 Speaker 1: City Council began to regulate brewing in the city to 85 00:05:56,200 --> 00:05:59,240 Speaker 1: make sure it could be taxed and to monitor its quality, 86 00:05:59,800 --> 00:06:03,120 Speaker 1: and in fourteen forty seven, the Munich Purity Law ordered 87 00:06:03,120 --> 00:06:06,640 Speaker 1: that brewers could only use barley, hops and water in 88 00:06:06,680 --> 00:06:10,600 Speaker 1: their beers. Though the reasoning behind the law is debatable, 89 00:06:10,760 --> 00:06:14,320 Speaker 1: it's been suggested that if brewers were limited to barley, 90 00:06:14,400 --> 00:06:17,600 Speaker 1: then bakers would have more access to wheat and rye. 91 00:06:17,680 --> 00:06:21,080 Speaker 1: According to this theory, this would reduce competition for wheat 92 00:06:21,080 --> 00:06:25,000 Speaker 1: and rye and keep bread cheap. In fourteen eighty seven, 93 00:06:25,080 --> 00:06:28,640 Speaker 1: Duke Albrights, the fourth the ruler of Bavaria Munich, made 94 00:06:28,640 --> 00:06:31,480 Speaker 1: brewers in his duchy take a public oath to follow 95 00:06:31,480 --> 00:06:35,440 Speaker 1: the fourteen forty seven Purity Law, and on April fifteen 96 00:06:35,520 --> 00:06:38,320 Speaker 1: sixteen the Dukes will him the fourth in the Ludwig 97 00:06:38,440 --> 00:06:41,600 Speaker 1: the tenth issued the Rheine Heights ka Boat, though it 98 00:06:41,680 --> 00:06:45,080 Speaker 1: wasn't dubbed the Rhine Heights Boat until the twentieth century. 99 00:06:45,839 --> 00:06:49,680 Speaker 1: Versions of the decree were often called substitution prohibition or 100 00:06:49,880 --> 00:06:54,480 Speaker 1: surrogate prohibition and stayd The dukes issued the proclamation at 101 00:06:54,480 --> 00:06:58,760 Speaker 1: a meeting of the Assembly of Estates in Inglestad. Translated 102 00:06:58,760 --> 00:07:02,479 Speaker 1: into English, the decree set the following in part, In 103 00:07:02,520 --> 00:07:05,839 Speaker 1: all cities, markets and in the country, the only ingredients 104 00:07:06,040 --> 00:07:08,760 Speaker 1: used for the brewing of beer must be barley, hops 105 00:07:08,800 --> 00:07:12,360 Speaker 1: and water. It went on to say that anyone who 106 00:07:12,400 --> 00:07:17,360 Speaker 1: knowingly violated the decree would have the offending beer barrels confiscated. 107 00:07:18,000 --> 00:07:21,280 Speaker 1: The decree also set for stipulations around the price beer 108 00:07:21,320 --> 00:07:24,760 Speaker 1: could be sold for. It did not put any restrictions 109 00:07:24,760 --> 00:07:29,280 Speaker 1: on yeast because used was not identified yet under the regulation, 110 00:07:29,520 --> 00:07:32,600 Speaker 1: beer brewed in the winter improved, but beer brewed in 111 00:07:32,600 --> 00:07:36,120 Speaker 1: the summer was still low quality thanks to warm temperatures 112 00:07:36,200 --> 00:07:41,080 Speaker 1: and lack of artificial refrigeration. In three do all Bright 113 00:07:41,240 --> 00:07:46,160 Speaker 1: the fifth outlawed brewing in Bavaria from April to September nine. 114 00:07:47,240 --> 00:07:50,840 Speaker 1: The band and the Purity Law inspired the transformation of 115 00:07:50,880 --> 00:07:54,960 Speaker 1: brewing techniques in Bavaria. The Bryan Heiskobot was updated over 116 00:07:55,000 --> 00:07:59,160 Speaker 1: time to allow for other ingredients. The German Empire came 117 00:07:59,200 --> 00:08:02,840 Speaker 1: into existence in eighteen seventy one. Over the years, more 118 00:08:02,880 --> 00:08:06,760 Speaker 1: places across Germany adopted the decree. By nineteen o six, 119 00:08:06,800 --> 00:08:09,800 Speaker 1: it was effective throughout all of Germany, but in nine 120 00:08:10,320 --> 00:08:13,480 Speaker 1: seven the European Court of Justice ruled that banning the 121 00:08:13,520 --> 00:08:15,960 Speaker 1: import of beers that don't adhere to the Rhine height 122 00:08:15,960 --> 00:08:19,120 Speaker 1: school boat was a barrier to the free movement of goods, 123 00:08:19,680 --> 00:08:22,760 Speaker 1: so important beer could be sold in Germany without following 124 00:08:22,760 --> 00:08:27,080 Speaker 1: the regulation. German beer producers are still subject to legal 125 00:08:27,120 --> 00:08:30,600 Speaker 1: production standards, but regulations have changed a lot since the 126 00:08:30,640 --> 00:08:34,400 Speaker 1: fifteen sixteen Purity Law. Now many German brewers use their 127 00:08:34,440 --> 00:08:37,120 Speaker 1: adherence to the Rheine height skol boat as a marketing tool. 128 00:08:38,880 --> 00:08:41,160 Speaker 1: I'm Eve Steff Coote, and hopefully you know a little 129 00:08:41,160 --> 00:08:45,199 Speaker 1: more about history today than you did yesterday. And if 130 00:08:45,200 --> 00:08:47,640 Speaker 1: you have any comments or suggestions, you can hit us 131 00:08:47,679 --> 00:08:51,120 Speaker 1: up on social media where at t d i h 132 00:08:51,160 --> 00:08:54,840 Speaker 1: C Podcast on Facebook, Twitter, and Instagram. You can also 133 00:08:54,840 --> 00:08:57,720 Speaker 1: send us a note via email at this day at 134 00:08:57,760 --> 00:09:01,160 Speaker 1: i heeart media dot com. Thanks again for listening to 135 00:09:01,160 --> 00:09:06,760 Speaker 1: the show and we'll see you tomorrow. 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