We used to drink eight, ten, twelve, coaks a day.

You personally?

Yes.

Wow.

I did at my time.

This is Vicente Fox.

When I was young.

Yes, back in the 60s, right?

Back in the 60s, I joined Coca-Cola Company on 64.

When Vicente joined Coke in Mexico, the country was in the midst of a Cola war.

Coke was in the market first, in the Mexican market, way before Pepsi.

And was alone in the market by itself Coca-Cola for years, for decades.

Vicente was on the front lines.

He spent his days riding around in a Coca-Cola delivery truck, racing to beat the Pepsi guys.

So we would punch tires to Pepsi trucks, or we would take away the, it was only returnable

bottles then, take away the empty Pepsi bottles, take them out of the cooler, the refrigerator.

Very competitive, and the whole idea was to get that first.

They'd get the Pepsi drivers drunk on Tequila at a trucker bar if they had to.

Then Vicente and his crew would speed to small villages and fill up the coolers at mom

and pop shops.

And along the way, Coca-Cola became a part of life in Mexico, unlike in any other country.

It started to be used in religious ceremonies.

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