Bottled: How Coca-Cola Became African

Bottled explores the social, commercial, and environmental impact of Coca-Cola in Africa, showing how Africans have harnessed the company in varied expressions of modernity and self-determination. It questions whether Coca-Cola's generative work offsets the human and planetary costs associated with its growth in the twenty-first century.

Format: Hardback
Length: 328 pages
Publication date: 13 July 2023
Publisher: C Hurst & Co Publishers Ltd

Traveling to virtually any African country, you are likely to encounter a ubiquitous presence of Coca-Cola, often served cold. Bottled, a documentary film, delves into the intriguing question of how this carbonated drink has become so prevalent across the continent. It explores the broader implications of globalization, development, and capitalism, shedding light on the realities of these phenomena. Bottled serves as the first comprehensive examination of the social, commercial, and environmental impact of one of the world's largest brands and corporations in Africa. Through the lens of Sara Byala, the film charts Coca-Cola's century-long involvement in various aspects, including recycling, education, and even the anti-apartheid struggle. Byala demonstrates how Africans have creatively harnessed Coca-Cola to express their modernity and self-determination, challenging the notion of American capitalism running amok. Instead, the story unfolds as Coca-Cola adapts to consumer preferences, both in significant and small ways, becoming increasingly African. In the context of late capitalism, the fates of individuals and societies are intertwined. The consumption of a beverage in Atlanta and another in Johannesburg creates a shared narrative that draws us all toward a common endpoint. This narrative holds significance beyond local contexts, enriching our understanding of our globally interconnected world. Byala employs fieldwork and research in company archives to delve into the question of whether Coca-Cola's generative work offsets the human and planetary costs associated with its growth in the twenty-first century. Through its insightful analysis, Bottled offers a thought-provoking examination of the complex interplay between corporate power, consumerism, and the environment.

Dimension: 216 x 138 (mm)
ISBN-13: 9781787389359