The Cost of Cultural Imperialism

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Matt Yglesias wants to know why Diet Coke Coca-Cola Light is so expensive in Europe.  Beats me.  But I can say that this has been the case for a very long time.  Back in 1980, after my junior year in college, I spent a few months traveling in Europe with friends and it seemed as if Coke got more expensive with every new country we visited.  As I recall, we finally just stopped drinking the stuff after paying five francs for a can in Paris once and having it finally occur to us just how much that was.  Adjusting for the then-current exchange rate and 30 years of inflation, that can cost me a little over $3.

But expensive though it might still be, fizzy sugar water won’t set you back $3 a can these days.  So that’s the good news: Coke may still be overpriced in Europe, but not by as much as it used to be.  Progress!

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This is a big one for us. So, as we ask you to consider supporting our team's journalism, we thought we'd slow down and check in about where Mother Jones is and where we're going after the chaotic last several years. This comparatively slow moment is also an urgent one for Mother Jones: You can read more in "Slow News Is Good News," and if you're able to, please support our team's hard-hitting journalism and help us reach our big $350,000 goal with a donation today.

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