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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is the first thing despots go after. An unwavering commitment to it is probably what draws you to Mother Jones' journalism. And as we're seeing in the US and the world around, authoritarians seek to poison the discourse and the way we relate to each other because they can't stand people coming together around a shared sense of the truth—it's a huge threat to them.

Which is also a pretty great way to describe Mother Jones' mission: People coming together around the truth to hold power accountable.

And right now, we need to raise about $400,000 from our online readers over the next two months to hit our annual goal and make good on that mission. Read more about the information war we find ourselves in and how people-powered, independent reporting can and must rise to the challenge—and please support our team's truth-telling journalism with a donation if you can right now.

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