But coca-cola would never have become king cola and all of the ensuing lesser aristocracy of the soda world would never have come into being if having a soda had remained relegated to the domain of the special treat. Soda set about conquering the globe. Today what was once an rare indulgence has become a daily ritual for soda addicts the world over. We just can't get enough. Soda pop is the number one consumed product in the United States. Perhaps this would not be such a bad thing if not for all of the sugar packed into pop. Soda pop is fast being identified as the one of the culprits of the exploding obesity epidemic sweepin the nation and reliable information points to the fact that if the average soda drinker were to cut the evil nectar from his or her diet within a year they would be ten pounds lighter. Fuck that, I'll take the ten. Actually no, I'll save my ten for fried chicken and burritos.
Bag it, give me twenty....twenty-five...thirty...
The advent of High Fructose Corn Syrup in the seventies and eighties has not helped matters. For a myriad of reasons soda bottlers flocked to it. I did a little reading up on our corn friend and suffice to say it's a pretty complicated business involving murky vats of chemicals, verdant spawning bacteria, and shadowy agri-empires like Archer Daniels Midland (these are the guys who usually underwrite conservative talk shows and have crowned themselves "supermarket to the world"). Despite a recent ad campaign to answer the negative backlash that shows young, healthy, and most importantly, skinny, couples frolicking about in bucolic settings casually chatting about High Fructose Corn Syrup, it just ain't so. Suffice to say this stuff might as well be milk from the devil's tit. Somewhere in the commandments or Leviticus, God should have forbidden its use. He didn't. He fucked up. What's its appeal? It's cheaper than sugar; it transports easier (tankers are criss-crossing the nation as I write); and it extends the shelf life of everything from twinkies to Heinz Ketchup into the next millenium. The shit even creeps up in Oro-wheat's line of "whole grain" breads (the bastards). It is ubiquitous. In 1980 America used three million small tons of HFCS (not sure what a small ton is, I think I will start using this terminology when referring to my own personal weight), but by 1995 that amount had increased to eight million small tons consumed a year. Today we eat more High Fructose Corn Syrup than good old fashioned sugar. Listen when scientist feed this shit to rats they explode into corpulent jackie gleasonesque rodents who expire prematurely from raging diabetes.
Where did this all begin??!!
Soda pop, known as a soft drink to differentiate itself from hard drinks which contain alcohol (let's give a big cheer to these also) is a relatively new invention, but humankind's collective taste for sweet flavorful beverage is as old as, well, pooping. Beverage scholars and soda historians point to the ancient near east as one possible origin of the soft drink where found documents show that early towel heads mixed dates with piss water to share with their nomadic ass buddies on the Afghan steppes. Interestingly enough there are also parallels in the early Christian world where some Coptic records of gnosticism seem to open the door to the possibility that Jesus could also turn water not only into wine but also into what today we call Mountain Dew.
The history of soda is actually quite fascinating and to the young scholars out there who I am sure read this journal let me say that it is a field of academics that offers uncharted vistas for intellectual exploration and an inviting niche of study that could last a lifetime burrowed away in some crap ass community college basement.
Check it: as early as the seventeenth century Parisian street vendors were hawking a drink flavored with lemonade and honey that they also marketed as perfume when the mid- summer stench of proto-euro trash hair pit and ass became unbearable, but it wasn't until the creation of carbonated water by Jason Priestly (yes, in fact distant ancestor of acclaimed brilliant television star of same name) in 1767 that the seeds of the pop revolution were sewn. Priestly, in his ground breaking treatise "I impregnated water with fixed air", was an overnight sensation not only with the scientific community but with the salon lounging libertine crowd as well for his racy passages of elemental intercourse. In the words of this long rambling philosophical and scientific rumination on life and romance he also described how he first discovered that mixing water with carbon dioxide produced a drink pleasing to the taste. Alas his scientific acumen did not triumph over his more sullied urges for fame, fortune, and cooze. Priestly never again published in the academic journals of his day. His lab was destroyed by a band of vicious children in route to a belated crusade that would see them all raped and dismembered (of course at the time they didn't know that evidenced by the fact that eyewitnesses recount them singing joyous hymns as they smashed Priestly's apparatus). After the ruin, he frequented the theatre, lived in a chamber pot above a cat house, and took opium with hollow eyed chinamen. He died prematurely from asphyxiation when he slipped off of the rim of a vat of beer with a belt around his neck attached to the ceiling and his pants down to his shanks. They say he screamed out a whore's name just before his neck snapped and his eyeballs exploded out of his head and sank into the churning gyre of suds.
But I digress. History is a fascinating subject. The first soda fountains in the United States began to appear in the early 1800's mostly in pharmacies where, much like the pharmacist of my experience in Greensboro, chemists would experiment with mixing herbs and flavors with carbonated waters to titillate the tastes of their customers. They used such varied components as birch bark and dandelions, even an occasional mouse turd made its way into their concoctions with no ill effect. Perhaps soda would have remained a fixture of the chemist or the ice cream shop had it not been for inventive capitalists who devised a way to bottle the gaseous liquid. At the dawn of the twentieth century the first patent was issued for a glass bottle producing factory and the soda industry took off: within a few years production rose from 1400 bottles a day to 58,000. By the 1920's Americans were taking home six packs of soda and availing themselves of vending machines that sold soft drinks. John Dillinger endorsed Coca-Cola. World War Two actually arose over a dispute about soda pop. Korea, Vietnam, Iraq: soda. The great Society was not so much about civil rights as it was about one particular weekend when Lyndon Johnson drove his pickup truck down to colored town and handed out free bottles of coca-cola and menthol cigarettes. Of course, they didn't appreciate it. Who? You know who. The Blacks.
But where does that leave us? With trouble. Plain and simple. Sure, we can dream of a Utopian society where everyone is fat as shit and keeling over by age thirty of heart disease and diabetes; where cruel social conventions are turned on their heads and skinny people are harassed and beaten in the streets and yoga studios and cardio-gyms are firebombed; where happy rotund couples and their lard ass offspring picnic beside lakes of Dr. Pepper sprawling on filthy mattresses littered with chicken bones and crumpled chip bags, eschewing all forms of physical activities including self sufficient breathing; but can we realistically hope for such a day? You know, I can't really answer that question right now. In fact I see from my window that the mexican cleaning girls have arrived at the neighbor's house across the courtyard and it is time for me to remove my clothing so I must be going.....