Mikes Cigars loses Oliva.

[SeanGAR]

Originally Posted by Texan in Mexico

I don't want to divert this thread but basically - there is great debate as to whether this was done as a true shift in ideaology for a market leader or to generate fervor in the market.

Honestly we will probably never know, even Robert Goizurta has given contradictory accounts of the build up to its launch, many feel this was done purposely, and unfortunately he succumbed to lung cancer in 97.

My belief is that it was a weighed risk that perhaps didn't fulfill its potential but did create such a fuss that he we are talking about it on a Cigar Forum more than 20 years later.

It is an incredible case study. There is much more to it and I'd be thrilled to point you in the direction of some support material and you let me know what you think!

Thanks for your reply.

Travis

Travis,

Interesting there can be different ways to interpret what happened. I was in my PhD in Food Science in 1985 so was paying attention to this and a few years later have spoken to a student's father who was a VP in coke at that time. Looked to me (based on what I've read and heard) to be a top down decision that was based on flawed interpretation of sensory testing and market dynamics. I don't drink pop so I was largely insulated from what happened in the marketplace once they announced they were changing the formulation, but I do remember fellow students going nuts to buy a lifetime supply of the old stuff. At the time, I was more interested in ensuring a supply of J. Lohr Gamay Beaujolais and Caymus Cabernet.

Shoot me a PM with some info or links if you would. I'd be interested in another viewpoint of what happened.

/Sean