Coke is now the market leader in almost every country in the world, but rivals jostle with it across its markets. Pepsi outsells it in parts of Canada, the Caribbean, the Middle East and in Pakistan, whose cricket team is sponsored by Pepsi. Other rivals around the world are called things like Zam Zam Cola, Parsi Cola, Mecca Cola, Big Cola and the Indian Thums Up. On Madeira in the eastern Atlantic, a Fanta variant called Laranjada outsells it, and the Scots used to drink more Irn-Bru. Barr's lost its lead there in 2005, but throughout my childhood I lived in a dissident soda market.
