????可口可樂與百事可樂，這兩種糖水說到底很相似。為什么把它們之間戰(zhàn)斗列為資本主義歷史上最重要的爭斗？簡而言之，原因是它們的角逐超越了時間、距離與文化。

????這場角逐割裂了不同的餐廳、總統(tǒng)、國家。而超市、體育館、法庭無一例外地成為了戰(zhàn)場。圣誕老人、辛迪?克勞馥、邁克爾?杰克遜、麥克斯?海杜姆（電視節(jié)目中的虛擬明星——譯注）、比爾?蓋茨、比爾?考斯比（美國電影演員——譯注）都在戰(zhàn)斗中搖旗吶喊。

????1866年，一名亞特蘭大的化學(xué)家推出了可口可樂，一種可口的“精神和身體紊亂飲劑”。七年后，百事可樂誕生了。但在幾十年（以及兩次破產(chǎn)）之后，可口可樂才以訴訟——這種對待其他競爭威脅的方式正視它的存在。

????百事可樂在大蕭條中大賺了一筆。像可口可樂一樣，百事可樂的售價也是五美分，但它的12盎司（340毫升）瓶子幾乎是可口可樂嬌小細(xì)腰瓶的兩倍。然而，到20世紀(jì)50年代，百事可樂仍然是遠(yuǎn)遠(yuǎn)落后的第二名。公司招來了可口可樂的前廣告人阿爾弗雷德?斯蒂爾。他對前雇主充滿怨氣，而且雄心勃勃。他的座右銘是“打敗可口可樂”?？煽诳蓸穭t拒絕直呼百事可樂這一名稱——而將這種飲料稱作“模仿者”、“敵人”、或者泛泛而論的“競爭者”——但它也開始修補(bǔ)自己的業(yè)務(wù)（甚至還不惜模仿百事可樂），以保持領(lǐng)先。

????1979年，在這場角逐中，百事可樂在超市的銷量首次超過了可口可樂。但這一反超并未持續(xù)，到了1996年，《財富》宣布可樂之戰(zhàn)已經(jīng)結(jié)束。自此，百事越來越重視健康和小食品市場，實(shí)際上也就是繳械投降了。美國人最喜歡的兩種軟飲料？可口可樂和健怡可口可樂。

????獲勝者：可口可樂（財富中文網(wǎng)）

????Why is the battle between Coke and Pepsi -- two ultimately similar types of sugar water -- the most important struggle in the history of capitalism? Simply put, their rivalry transcends time, distance, and culture.

????It has divided restaurants, presidents, and nations. It has been waged in supermarkets, stadiums, and courtrooms. Its many foot soldiers include Santa Claus, Cindy Crawford, Michael Jackson, Max Headroom, Bill Gates, and Bill Cosby.

????In 1886 an Atlanta chemist introduced Coca-Cola, a tasty "potion for mental and physical disorders." Pepsi-Cola followed seven years later, though it would be decades (and two bankruptcies) before Coke acknowledged the company in the way it had other competitive threats: lawsuits.

????Pepsi-Cola had made hay during the Depression. Like Coke, the drink cost a nickel, but it came in a 12-ounce bottle nearly twice the size of Coke's dainty, wasp-waisted one. But by the 1950s, Pepsi was still a distant No. 2. It nabbed Alfred Steele, a former Coke adman, who arrived embittered and ambitious. His motto: "Beat Coke." Coca-Cola refused to call Pepsi by name -- the drink was "the Imitator," "the Enemy," or, generously, "the Competition" -- but it began tinkering with its business (and imitating Pepsi) to stay ahead.

????In 1979, for the first time in the rivalry's history, Pepsi overtook Coke's sales in supermarkets. It didn't last, and by 1996, Fortune declared that the cola wars had ended. Since then Pepsi, with its increasing focus on health and snacks, has as good as surrendered. America's favorite two soft drinks? Coke and Diet Coke.

????Winner:Coke