Politics has now reached soda, following cereal (Froot Loops) and candy (M&M’s). Last month, President Trump claimed on social media that Coca-Cola would switch to cane sugar, declaring it “just better!” But is it? To find out, The New York Times tapped wine critic Eric Asimov for a blind tasting, applying his expertise in balance, finish, and structure to cola, where sweetness should harmonize with flavors like spice, citrus, vanilla, and mint.
The tasting compared four drinks:
- Coca-Cola Classic (high-fructose corn syrup)
- Mexican Coke (cane sugar)
- Pepsi (high-fructose corn syrup)
- Pepsi-Cola Made With Real Sugar (beet and cane sugar)
Each was tasted twice: chilled from the can or bottle, then poured over pebble ice to mimic a fountain soda. Potato chips served as a palate cleanser.
Surprisingly, Pepsi (high-fructose corn syrup) won, offering more balanced flavors without excessive syrupiness. Sugar-sweetened sodas didn’t taste better—or even different—from those with high-fructose corn syrup.
The results highlighted the “Pepsi paradox,” observed since the 1970s’ “Pepsi Challenge” campaign, where Pepsi often wins blind taste tests despite Coke’s market dominance. This led to Coca-Cola’s failed “New Coke” in the 1980s, designed to mimic Pepsi’s milder, sweeter profile.
A 2003 study by neuroscientist Read Montague, published in Neuron in 2024, used M.R.I. scans to show that when drinkers knew they were consuming Coke, their brains favored it due to powerful brand associations, despite preferring Pepsi’s taste in blind tests.
This study pioneered neuromarketing, revealing how branding shapes unconscious preferences.