Could the biggest brewers go further and turn into marketing powerhouses that gradually unburden themselves of their costly production and distribution infrastructure a model that Coca-Cola has pioneered with its separate bottling organisation?

ECONOMIST: Beer makers

But by the time Coca-Cola was finished carpet-bombing the planet with its vision of Santa Claus, there was no doubt what Santa Claus looked like: He looked like Haddon Sundbloom, who used himself as a model for many of his later Coca-Cola paintings.

FORBES: A Visit From Coca-Cola