1 00:00:01,958 --> 00:00:06,083 - [Narrator] There are over 400 varieties in America alone, 2 00:00:07,750 --> 00:00:09,417 where half the population consumes 3 00:00:09,417 --> 00:00:13,875 at least one glass every single day. 4 00:00:13,875 --> 00:00:15,917 - Drinking a good soda out 5 00:00:15,917 --> 00:00:21,250 of a frosted mug is like God cupping you in divine hands 6 00:00:21,250 --> 00:00:25,000 and showing you all the things that are good about life. 7 00:00:25,000 --> 00:00:26,917 - [Narrator] But 150 years ago, 8 00:00:26,917 --> 00:00:29,542 soda as we know it didn't exist. 9 00:00:30,708 --> 00:00:32,583 - Back then people didn't have an alternative 10 00:00:32,583 --> 00:00:33,792 for a safe drink. 11 00:00:33,792 --> 00:00:36,042 - There was no Pepsi or Coca-Cola. 12 00:00:36,042 --> 00:00:38,042 They had not been invented yet. 13 00:00:38,042 --> 00:00:39,750 - [Narrator] Until two pharmacists. 14 00:00:39,750 --> 00:00:41,083 - Root beer. 15 00:00:41,083 --> 00:00:43,667 - There was nothing like his drink on the market. 16 00:00:43,667 --> 00:00:45,333 - [Narrator] 1500 miles apart. 17 00:00:45,333 --> 00:00:46,917 - He was going to make a drink, 18 00:00:46,917 --> 00:00:49,500 tastes like the drug store smelled. 19 00:00:49,500 --> 00:00:51,750 - [Narrator] Kickstart the entire industry. 20 00:00:51,750 --> 00:00:53,292 - Shoot me a Waco. 21 00:00:53,292 --> 00:00:55,292 - [Narrator] Racing to bring temperance-friendly options. 22 00:00:55,292 --> 00:00:59,875 - Soda began as the healthy alternative to alcohol. 23 00:00:59,875 --> 00:01:02,417 - [Narrator] To a nation thirsty for more. 24 00:01:02,417 --> 00:01:05,792 - I'm going to make Dr. Pepper America's favorite soda. 25 00:01:05,792 --> 00:01:09,625 - Hires is the first nationally- distributed soft drink. 26 00:01:09,625 --> 00:01:13,083 - [Narrator] But to get there. - See if this works. 27 00:01:13,083 --> 00:01:14,208 - [Narrator] They'll have to invent 28 00:01:14,208 --> 00:01:16,542 game-changing technology. 29 00:01:16,542 --> 00:01:20,375 - It dispensed root beer in the perfect proportions. 30 00:01:20,375 --> 00:01:22,417 - [Narrator] Endure national boycotts 31 00:01:24,208 --> 00:01:26,500 and clash with new competitors. 32 00:01:26,500 --> 00:01:29,375 - Do you really know what's in Coca-Cola? 33 00:01:29,375 --> 00:01:30,958 - [Narrator] As they revolutionize 34 00:01:30,958 --> 00:01:32,792 the world's drinking habits. 35 00:01:32,792 --> 00:01:35,042 - In a massive soda market, 36 00:01:35,042 --> 00:01:36,875 these are the sodas that built America. 37 00:01:36,875 --> 00:01:38,125 - Perfect. 38 00:01:38,500 --> 00:01:41,042 [upbeat music] 39 00:02:00,542 --> 00:02:04,583 - [Narrator] In the early 1870s, American cities are booming 40 00:02:04,583 --> 00:02:07,250 as roughly 3 million immigrants arrive 41 00:02:07,250 --> 00:02:08,750 in just a few years. 42 00:02:10,875 --> 00:02:13,875 Now, the overcrowding in urban areas 43 00:02:13,875 --> 00:02:16,458 precipitates a health crisis. 44 00:02:16,458 --> 00:02:19,125 - Sanitation back then wasn't that great, 45 00:02:19,125 --> 00:02:20,583 and a lot of places in the United States 46 00:02:20,583 --> 00:02:22,333 didn't even have internal plumbing. 47 00:02:22,333 --> 00:02:24,208 Human waste gets into the groundwater. 48 00:02:24,208 --> 00:02:27,125 The groundwater gets into humans. People get sick. 49 00:02:27,125 --> 00:02:28,417 - [Narrator] As polluted water spreads 50 00:02:28,417 --> 00:02:32,250 diseases like cholera, dysentery, and typhoid, 51 00:02:32,250 --> 00:02:33,708 many city dwellers desperate 52 00:02:33,708 --> 00:02:37,458 for safer drinking options turn to alcohol. 53 00:02:39,042 --> 00:02:43,333 - They would mix alcohol into a water to kill the bacteria 54 00:02:43,333 --> 00:02:46,542 and make near beers and watered-down wines. 55 00:02:46,542 --> 00:02:48,542 - [Narrator] Thanks in part to this practice, 56 00:02:48,542 --> 00:02:51,542 the average American consumes over seven gallons 57 00:02:51,542 --> 00:02:55,542 of alcohol a year, roughly three times today's average. 58 00:02:57,208 --> 00:03:01,000 And by 1874, protests against excessive use 59 00:03:01,000 --> 00:03:04,875 of alcohol sweep through New York and much of the Midwest. 60 00:03:05,958 --> 00:03:07,625 - You started seeing groups such 61 00:03:07,625 --> 00:03:10,542 as the Women's Christian Temperance movements, 62 00:03:10,542 --> 00:03:12,833 which was very pivotal in driving 63 00:03:12,833 --> 00:03:14,542 the message of abstinence. 64 00:03:14,542 --> 00:03:17,167 - They thought alcohol was destroying our society, 65 00:03:17,167 --> 00:03:18,750 but people were drinking this all the time 66 00:03:18,750 --> 00:03:22,375 because they didn't have an alternative for a safe drink. 67 00:03:22,375 --> 00:03:24,542 - There was no Pepsi or Coca-Cola. 68 00:03:24,542 --> 00:03:26,417 They had not been invented yet. 69 00:03:27,750 --> 00:03:30,417 - And so you didn't have a lot of options for beverages. 70 00:03:32,542 --> 00:03:35,042 - [Narrator] Creating an unlikely opportunity 71 00:03:35,042 --> 00:03:38,458 for an ambitious young pharmacist on his honeymoon. 72 00:03:38,458 --> 00:03:39,958 - Perhaps we could go for a walk 73 00:03:39,958 --> 00:03:41,708 this afternoon before supper. 74 00:03:42,792 --> 00:03:46,458 - Charles Hires was a big personality. 75 00:03:46,458 --> 00:03:50,208 There are stories of him as a child mixing potions 76 00:03:50,208 --> 00:03:52,500 and selling colored water, 77 00:03:52,500 --> 00:03:55,542 and he very quickly developed 78 00:03:55,542 --> 00:03:58,500 an affinity for being a pharmacist, 79 00:03:58,500 --> 00:04:02,708 but he always had a side hustle going on. 80 00:04:02,708 --> 00:04:05,708 - [Narrator] Hires is served an effervescent beverage, 81 00:04:05,708 --> 00:04:08,625 typically only found in rural America. 82 00:04:10,375 --> 00:04:12,500 - I'm sorry, what is this? 83 00:04:12,500 --> 00:04:16,333 - Oh, it's a root tea, family recipe. 84 00:04:16,333 --> 00:04:17,708 I hope you enjoy it. 85 00:04:24,708 --> 00:04:26,667 - Root tea. It's been around for ages, 86 00:04:26,667 --> 00:04:29,333 but it's made out of local roots. 87 00:04:29,333 --> 00:04:33,208 - You would have to forage for roots, berries, herbs, 88 00:04:33,208 --> 00:04:36,292 dry them out, boil them, strain them. 89 00:04:36,292 --> 00:04:39,542 It was a labor-intensive task. 90 00:04:39,542 --> 00:04:42,333 - [Narrator] The earliest version of root teas date back 91 00:04:42,333 --> 00:04:44,875 to Native Americans who would serve it hot 92 00:04:44,875 --> 00:04:46,625 and for medicinal purposes. 93 00:04:47,958 --> 00:04:51,500 Colonists took the process a step further by adding yeast 94 00:04:51,500 --> 00:04:53,833 and fermenting it briefly, stopping 95 00:04:53,833 --> 00:04:56,708 before the beverage became alcoholic. 96 00:04:58,208 --> 00:05:01,250 - The yeast is what made the drink carbonated. 97 00:05:02,542 --> 00:05:06,750 As the yeast ferments, it adds that bubbly effervescence. 98 00:05:06,750 --> 00:05:09,750 - [Narrator] But while root teas are popular in rural areas 99 00:05:09,750 --> 00:05:12,542 elsewhere, they're virtually unknown. 100 00:05:14,667 --> 00:05:17,333 - Charles Hires is not a rural guy, 101 00:05:17,333 --> 00:05:19,667 and when he tasted this root tea, 102 00:05:20,708 --> 00:05:23,292 [pensive music] 103 00:05:24,250 --> 00:05:25,875 he immediately fell in love with it 104 00:05:27,083 --> 00:05:29,792 and wanted to bring it back home. 105 00:05:29,792 --> 00:05:31,458 - [Narrator] It's not just the unique flavor 106 00:05:31,458 --> 00:05:32,958 that Hires responds to. 107 00:05:34,750 --> 00:05:39,667 - Charles Hires did not believe in drinking alcohol at all. 108 00:05:39,667 --> 00:05:41,833 - Hires believed in the temperance movement 109 00:05:41,833 --> 00:05:43,917 and he thought the way to make money was 110 00:05:43,917 --> 00:05:46,333 to give other options to people who didn't drink, 111 00:05:46,333 --> 00:05:47,917 to be in a social context 112 00:05:47,917 --> 00:05:50,458 and have a drink that didn't contain alcohol. 113 00:05:52,708 --> 00:05:55,500 - [Narrator] Immediately after his honeymoon, Hires returns 114 00:05:55,500 --> 00:05:58,000 to his pharmacy in Philadelphia with a list 115 00:05:58,000 --> 00:06:01,333 of root tea ingredients from the innkeeper's wife. 116 00:06:02,875 --> 00:06:07,083 - Charles wanted to get the perfect mix of ingredients 117 00:06:07,083 --> 00:06:09,208 and the perfect ratio. 118 00:06:09,208 --> 00:06:11,708 [suspenseful music] 119 00:06:11,708 --> 00:06:14,250 - [Narrator] Hires mixes a delicious concoction 120 00:06:14,250 --> 00:06:17,000 of 16 herbs, berries and roots, 121 00:06:17,000 --> 00:06:20,625 including dandelion, ginger, licorice, vanilla, 122 00:06:20,625 --> 00:06:23,083 and sassafras, among others. 123 00:06:24,750 --> 00:06:29,250 - He wanted to make something at his pharmacy 124 00:06:29,250 --> 00:06:31,500 for families all over Philadelphia. 125 00:06:32,875 --> 00:06:36,125 He also wanted to appeal to people who were middle class, 126 00:06:36,125 --> 00:06:37,542 who were working class, and 127 00:06:37,542 --> 00:06:39,125 who loved the idea of beer. 128 00:06:39,125 --> 00:06:42,250 And so he thought, why don't I create a temperance drink 129 00:06:42,250 --> 00:06:45,625 that still has the feeling of beer, 130 00:06:45,625 --> 00:06:48,875 because it's effervescent and because it's fermented. 131 00:06:48,875 --> 00:06:51,625 - [Narrator] To create a drink he can sell in stores, 132 00:06:53,042 --> 00:06:55,750 he needs to invent something that's not only delicious, 133 00:06:55,750 --> 00:06:57,958 [mortar and pestle clinking] 134 00:06:57,958 --> 00:06:59,125 but shelf stable. 135 00:07:04,792 --> 00:07:08,125 His solution is decades ahead of its time. 136 00:07:09,250 --> 00:07:11,208 - He created powdered mix, 137 00:07:11,208 --> 00:07:14,708 so instead of having to collect roots and berries, 138 00:07:14,708 --> 00:07:16,917 all of that work was cut out. 139 00:07:18,292 --> 00:07:22,875 Boil it, add water, add sugar, add yeast, let it ferment. 140 00:07:24,042 --> 00:07:26,250 - But he called for the fermentation process 141 00:07:26,250 --> 00:07:28,375 to be cut short, creating 142 00:07:28,375 --> 00:07:31,417 a naturally non-alcoholic beverage. 143 00:07:32,542 --> 00:07:34,042 - [Narrator] After weeks of experimenting, 144 00:07:34,042 --> 00:07:37,417 Hires believes he's crafted a ready-made powder 145 00:07:37,417 --> 00:07:40,000 for the perfect temperance-friendly drink. 146 00:07:41,083 --> 00:07:43,208 To make sure it will be a hit with the locals, 147 00:07:43,208 --> 00:07:44,917 he seeks advice from a man 148 00:07:44,917 --> 00:07:47,958 who knows the neighborhood better than anyone. 149 00:07:47,958 --> 00:07:50,792 - Charles met with his friend Reverend Russell Conwell 150 00:07:50,792 --> 00:07:53,708 and told him about this new beverage. 151 00:07:59,500 --> 00:08:01,042 - What do you call this? 152 00:08:01,042 --> 00:08:01,833 - Root tea. 153 00:08:03,542 --> 00:08:06,917 - These men around here, they don't drink tea. 154 00:08:11,708 --> 00:08:13,083 Kind of looks like a beer. 155 00:08:14,542 --> 00:08:16,750 - The recipe contains something called sassafras root, 156 00:08:16,750 --> 00:08:19,208 which has a property that gives it a foamy 157 00:08:19,208 --> 00:08:21,250 or creamy like head to it. 158 00:08:21,250 --> 00:08:22,875 - Well, it's brewed like a beer. 159 00:08:24,958 --> 00:08:26,542 - So call it a beer. 160 00:08:29,833 --> 00:08:30,750 - Root beer. 161 00:08:34,958 --> 00:08:35,833 Root beer. 162 00:08:37,083 --> 00:08:41,500 - Charles Hires wanted to market it to a general audience. 163 00:08:41,500 --> 00:08:44,167 So even though he didn't drink, 164 00:08:44,167 --> 00:08:46,542 he decided to call it root beer. 165 00:08:46,542 --> 00:08:48,083 - [Narrator] Without realizing it, 166 00:08:48,083 --> 00:08:51,708 Charles Hires has invented an entire category of beverage 167 00:08:51,708 --> 00:08:56,625 that will go on to rake in over $600 million a year globally 168 00:08:57,542 --> 00:08:59,500 and help ignite the soda industry. 169 00:09:00,917 --> 00:09:05,708 But first, he needs to let people know his beverage exists 170 00:09:07,208 --> 00:09:11,708 and the perfect way to do that, maybe in his own backyard. 171 00:09:11,708 --> 00:09:13,208 - The Centennial Fair, 172 00:09:13,208 --> 00:09:17,792 in 1876, was like nothing Philadelphia had ever seen. 173 00:09:18,542 --> 00:09:20,000 It took over Fairmount Park 174 00:09:20,000 --> 00:09:24,000 and in six months it saw over 10 million visitors. 175 00:09:24,000 --> 00:09:27,042 - It was the precursor to the world's fair. 176 00:09:27,042 --> 00:09:29,375 - [Narrator] Hires spends all of his savings 177 00:09:29,375 --> 00:09:31,583 to debut his revolutionary product 178 00:09:31,583 --> 00:09:33,708 in front of a massive audience. 179 00:09:33,708 --> 00:09:36,208 - There were all different kinds of businesses there, 180 00:09:36,208 --> 00:09:38,375 premiering their products, showing them off to the world. 181 00:09:38,375 --> 00:09:42,500 - Everybody was going there to look for what was new. 182 00:09:42,500 --> 00:09:44,708 - [Narrator] More than 14,000 businesses 183 00:09:44,708 --> 00:09:47,417 from around the world display their products here, 184 00:09:47,417 --> 00:09:51,042 including the first commercial typewriter from Remington 185 00:09:51,042 --> 00:09:53,542 and the first demonstration of the telephone 186 00:09:53,542 --> 00:09:55,167 by Alexander Graham Bell. 187 00:09:56,583 --> 00:09:59,375 - People are also flocking to see what kinds 188 00:09:59,375 --> 00:10:01,833 of wild foods are being introduced. 189 00:10:01,833 --> 00:10:05,875 Waffles, popcorn, Heinz ketchup, even bananas, 190 00:10:05,875 --> 00:10:08,125 which are an exotic novelty that at the time 191 00:10:08,125 --> 00:10:10,583 are being eaten with a fork and knife. 192 00:10:10,583 --> 00:10:13,542 - So Charles Hires sees the opportunity 193 00:10:13,542 --> 00:10:16,125 to give away free samples of his root beer. 194 00:10:16,125 --> 00:10:18,125 - [Narrator] Hires rents a costly booth 195 00:10:18,125 --> 00:10:19,708 in the food exhibition, 196 00:10:19,708 --> 00:10:22,750 offering free samples of his root beer. 197 00:10:22,750 --> 00:10:25,833 Thousands of people taste his product here 198 00:10:25,833 --> 00:10:27,250 for the first time. 199 00:10:27,250 --> 00:10:30,417 - When Hires introduced this non-alcoholic beverage, 200 00:10:30,417 --> 00:10:31,750 he's actually introducing something 201 00:10:31,750 --> 00:10:35,500 that legitimately tastes delicious. 202 00:10:35,500 --> 00:10:39,292 - And he reached a semi-national audience 203 00:10:39,292 --> 00:10:40,667 at the Centennial Fair. 204 00:10:41,750 --> 00:10:42,917 - [Narrator] Hoping to capitalize 205 00:10:42,917 --> 00:10:45,375 on that wide exposure, 206 00:10:45,375 --> 00:10:47,083 Hires gets his product ready 207 00:10:47,083 --> 00:10:50,083 to sell in grocery stores across Philadelphia. 208 00:10:51,250 --> 00:10:53,542 - Charles packaged it in a little yellow packet 209 00:10:53,542 --> 00:10:55,375 with black writing that said, 210 00:10:55,375 --> 00:10:57,792 "Hires Root Beer Extract." 211 00:10:57,792 --> 00:10:59,917 25 cents makes five gallons 212 00:10:59,917 --> 00:11:01,625 and it had directions right on the package 213 00:11:01,625 --> 00:11:03,167 of how to make this at home. 214 00:11:04,833 --> 00:11:06,125 - [Narrator] But in his first year, 215 00:11:06,125 --> 00:11:11,208 he only manages to sell a meager 864 packets. 216 00:11:11,208 --> 00:11:14,833 - When he gives away free glasses of it for people to try, 217 00:11:14,833 --> 00:11:16,167 they love it, 218 00:11:16,167 --> 00:11:18,792 but when Hires is selling his powdered root beer, 219 00:11:18,792 --> 00:11:21,042 the reaction's kind of meh. 220 00:11:22,083 --> 00:11:24,083 People drink it and it's like, oh, that's good, 221 00:11:24,083 --> 00:11:28,000 and it's kind of convenient, and then they kind of move on. 222 00:11:28,000 --> 00:11:31,917 So his plans are a bit dead at this point. 223 00:11:31,917 --> 00:11:35,333 - Charles Hires spent everything he had on this exhibition, 224 00:11:35,333 --> 00:11:36,667 but now he's stuck with a bunch 225 00:11:36,667 --> 00:11:38,708 of packets and no one is buying. 226 00:11:38,708 --> 00:11:40,792 - [Narrator] Unless Hires can turn things around, 227 00:11:40,792 --> 00:11:41,958 his radical idea 228 00:11:41,958 --> 00:11:44,583 for a non-alcoholic carbonated drink 229 00:11:44,583 --> 00:11:46,292 will be a complete flop. 230 00:11:52,458 --> 00:11:53,917 - [Narrator] In 1877, 231 00:11:53,917 --> 00:11:56,083 a new root beer powder invented 232 00:11:56,083 --> 00:11:59,000 by Philadelphia pharmacist Charles Hires 233 00:11:59,000 --> 00:12:01,458 is failing to catch on locally. 234 00:12:01,458 --> 00:12:04,000 - Despite not having a ton of money at this point 235 00:12:04,000 --> 00:12:05,750 to help him sell it, he's still convinced 236 00:12:05,750 --> 00:12:08,292 that he's sitting on a million dollar idea. 237 00:12:10,875 --> 00:12:12,167 - [Narrator] In a last ditch effort, 238 00:12:12,167 --> 00:12:15,083 he gambles everything on a bold strategy. 239 00:12:16,875 --> 00:12:19,667 - He bought advertising on credit, 240 00:12:19,667 --> 00:12:22,750 but at that time, advertising a drink. 241 00:12:22,750 --> 00:12:24,167 It's not something that's done. 242 00:12:24,167 --> 00:12:26,583 It's like throwing your savings into a wishing well 243 00:12:26,583 --> 00:12:27,750 and hoping to strike it rich. 244 00:12:27,750 --> 00:12:29,125 It's crazy. 245 00:12:29,125 --> 00:12:31,042 Drinks weren't seen as money makers. 246 00:12:31,042 --> 00:12:32,875 The market didn't even exist. 247 00:12:32,875 --> 00:12:35,458 So he's risking everything on the off chance 248 00:12:35,458 --> 00:12:37,083 that sales are gonna take off, 249 00:12:37,083 --> 00:12:40,167 before creditors demand to be paid back. 250 00:12:40,167 --> 00:12:42,333 - [Narrator] Hires begins by posting ads 251 00:12:42,333 --> 00:12:43,917 in local newspapers. 252 00:12:43,917 --> 00:12:45,250 - Hires Root Beer goes 253 00:12:45,250 --> 00:12:49,250 on a real marketing campaign to promote itself 254 00:12:49,250 --> 00:12:53,333 as a healthy, moral alternative to alcohol. 255 00:12:53,333 --> 00:12:58,208 - Hires leans into the medicinal properties of root beer. 256 00:12:59,708 --> 00:13:02,042 - It had ginger to help with stomach issues, phosphoric acid 257 00:13:02,042 --> 00:13:04,042 to deal with hypertension. 258 00:13:04,042 --> 00:13:07,208 - [Adam] He says it has blood purifying properties. 259 00:13:07,208 --> 00:13:09,875 - And the idea was to get across this is so healthy 260 00:13:09,875 --> 00:13:12,833 and good for you, it's something you can trust. 261 00:13:12,833 --> 00:13:14,917 - [Narrator] By the end of the 1870s, 262 00:13:14,917 --> 00:13:17,208 new orders start trickling in. 263 00:13:18,208 --> 00:13:20,375 - It was kind of crazy, but it works. 264 00:13:20,375 --> 00:13:23,708 There was nothing like his drink on the market, 265 00:13:23,708 --> 00:13:26,750 and once people had more exposure to it, 266 00:13:26,750 --> 00:13:29,375 it became wildly popular. 267 00:13:29,375 --> 00:13:32,250 So much so he was able to pay off this debt. 268 00:13:32,250 --> 00:13:34,875 - [Narrator] After saturating the Philadelphia market 269 00:13:34,875 --> 00:13:37,958 Hires sets his sights on something much bigger, 270 00:13:37,958 --> 00:13:40,958 and something practically unheard of. 271 00:13:40,958 --> 00:13:43,792 - The idea of spending what little money you had and try 272 00:13:43,792 --> 00:13:45,875 to nationally market a beverage 273 00:13:45,875 --> 00:13:49,417 really was considered foolish and reckless. 274 00:13:49,417 --> 00:13:53,958 - [Narrator] Hires boldly proceeds anyway, and by 1884, 275 00:13:53,958 --> 00:13:57,542 his root beer extract is being sold in grocery stores 276 00:13:57,542 --> 00:13:58,917 from coast to coast. 277 00:14:00,083 --> 00:14:02,250 - Hires Root Beer is the first 278 00:14:02,250 --> 00:14:05,042 nationally-distributed soft drink. 279 00:14:05,042 --> 00:14:08,125 - National brands of any sort were just starting to emerge, 280 00:14:08,125 --> 00:14:10,208 but Hires was one of the first. 281 00:14:10,208 --> 00:14:13,708 His name belongs up there with Kellogg's and Heinz. 282 00:14:13,708 --> 00:14:15,875 - [Narrator] Sales of Hires extract soar 283 00:14:15,875 --> 00:14:20,542 from 11,000 packets a year to 1.5 million. 284 00:14:20,542 --> 00:14:22,042 But just as his mix begins 285 00:14:22,042 --> 00:14:26,333 to dominate the beverage industry, his sales flatline as 286 00:14:26,333 --> 00:14:29,958 a new trend starts threatening his entire business model. 287 00:14:31,292 --> 00:14:32,375 The soda fountain. 288 00:14:33,792 --> 00:14:35,875 - The genesis of soda fountains really started 289 00:14:35,875 --> 00:14:38,250 from the apothecary where you had druggists 290 00:14:38,250 --> 00:14:39,958 that were putting together these elixirs 291 00:14:39,958 --> 00:14:42,542 for supposed health benefits. 292 00:14:42,542 --> 00:14:45,208 - Back then, drug stores sold drugs in powder 293 00:14:45,208 --> 00:14:47,958 and liquid form, and it tasted terrible, 294 00:14:47,958 --> 00:14:49,208 but they would add the powder 295 00:14:49,208 --> 00:14:51,667 to whatever soda flavor you wanted with sugar 296 00:14:51,667 --> 00:14:53,583 to make it more palatable. 297 00:14:53,583 --> 00:14:56,875 - But many of these early tonics contained ingredients 298 00:14:56,875 --> 00:15:00,458 that we would consider extremely dangerous today. 299 00:15:00,458 --> 00:15:03,917 - Heroin was used as a cough suppressant. 300 00:15:03,917 --> 00:15:05,875 - [Theresa] And there were no regulations. 301 00:15:05,875 --> 00:15:07,875 - Laudanum for pain relief. 302 00:15:07,875 --> 00:15:09,375 - As a pharmacist, 303 00:15:09,375 --> 00:15:12,292 you could say whatever you wanted about it. 304 00:15:12,292 --> 00:15:14,208 - Cocaine was a bit of a cure all. 305 00:15:14,208 --> 00:15:18,292 Everything from headaches to sleeplessness to nervousness. 306 00:15:18,292 --> 00:15:21,208 - And sell it to whoever you wanted. 307 00:15:21,208 --> 00:15:25,542 - Eventually, pharmacists began mixing in non-medical syrups 308 00:15:25,542 --> 00:15:28,083 to attract people with a little extra cash. 309 00:15:28,083 --> 00:15:30,875 - They take a glass, they put flavored syrup in, 310 00:15:30,875 --> 00:15:33,417 put the glass under the nozzle. 311 00:15:33,417 --> 00:15:35,542 By alternating this, jerking the handle back 312 00:15:35,542 --> 00:15:36,875 and forth, you would be able 313 00:15:36,875 --> 00:15:40,208 to mix the soda without using a spoon. 314 00:15:40,208 --> 00:15:41,875 It was this jerking motion 315 00:15:41,875 --> 00:15:44,417 that gave the title soda jerk to the operator. 316 00:15:45,708 --> 00:15:47,542 - [Narrator] With a push from the Temperance Movement, 317 00:15:47,542 --> 00:15:49,208 soda fountains open in towns 318 00:15:49,208 --> 00:15:52,625 and cities across the country as Americans search for places 319 00:15:52,625 --> 00:15:55,042 to socialize other than saloons. 320 00:15:56,375 --> 00:15:58,333 - Soda fountains were really just a place 321 00:15:58,333 --> 00:16:01,083 where families could go and hang out 322 00:16:01,083 --> 00:16:04,000 and have a nice time and get a nice treat. 323 00:16:04,000 --> 00:16:06,333 - It also was considered a safe place. 324 00:16:06,333 --> 00:16:09,042 A woman would never set foot in a bar back then, 325 00:16:09,042 --> 00:16:12,375 but in a soda fountain, an unescorted lady could stop 326 00:16:12,375 --> 00:16:13,542 and enjoy a drink, 327 00:16:13,542 --> 00:16:15,417 which is why drinking straws were invented 328 00:16:15,417 --> 00:16:18,208 because lipstick was so hard to get off the glassware. 329 00:16:18,208 --> 00:16:21,125 - Eventually these became like hangouts. 330 00:16:21,125 --> 00:16:25,292 It was a non-alcoholic bar. A soda shop. [chuckles] 331 00:16:29,875 --> 00:16:31,333 - [Narrator] Hires soon discovers 332 00:16:31,333 --> 00:16:33,542 that soda fountains offer a wide array 333 00:16:33,542 --> 00:16:37,458 of non-medicinal and non-alcoholic beverages. 334 00:16:37,458 --> 00:16:38,792 - One soda, please. 335 00:16:38,792 --> 00:16:43,583 - In the late 1800s, soda fountains were everywhere. 336 00:16:43,583 --> 00:16:46,667 And a lot of soda makers would develop a syrup 337 00:16:46,667 --> 00:16:50,250 that could be mixed with carbonated water. 338 00:16:50,250 --> 00:16:53,125 - Soda came in so many different flavors 339 00:16:53,125 --> 00:16:57,417 like pineapple, celery, rhubarb, coffee. 340 00:16:57,417 --> 00:17:01,042 Basically, if it was edible, you could make a soda syrup 341 00:17:01,042 --> 00:17:03,667 out of it, and a lot of people did. 342 00:17:04,333 --> 00:17:06,583 [soda trickling into glass] 343 00:17:06,583 --> 00:17:09,500 [light suspenseful music] 344 00:17:09,500 --> 00:17:11,625 - Times were changing and Charles realized 345 00:17:11,625 --> 00:17:14,542 that he needed to develop something different. 346 00:17:15,583 --> 00:17:17,292 - [Narrator] Now, Hires must create 347 00:17:17,292 --> 00:17:19,708 his own fountain syrup formula 348 00:17:19,708 --> 00:17:22,417 or risk being wiped out by the competition. 349 00:17:28,458 --> 00:17:30,208 1500 miles away, 350 00:17:30,208 --> 00:17:32,958 a young pharmacist is also experimenting 351 00:17:32,958 --> 00:17:34,292 with flavored sodas. 352 00:17:36,125 --> 00:17:39,292 - Charles Alderton was originally from New York. 353 00:17:39,292 --> 00:17:43,792 He had been working in Galveston as a pharmacist. 354 00:17:43,792 --> 00:17:45,042 - Then he became the pharmacist 355 00:17:45,042 --> 00:17:47,792 at the Old Corner Drug Store in Waco. 356 00:17:50,208 --> 00:17:54,875 - Waco was a bustling frontier town in the late 1800s. 357 00:17:54,875 --> 00:17:57,375 They had pharmacies, groceries, 358 00:17:57,375 --> 00:18:00,625 and they also had some saloons, obviously. 359 00:18:00,625 --> 00:18:02,417 [pensive western music] 360 00:18:02,417 --> 00:18:04,833 - In the Wild West, the saloons were the center 361 00:18:04,833 --> 00:18:07,458 of the social community, and people would go there 362 00:18:07,458 --> 00:18:10,083 and drink beer to enjoy themselves. 363 00:18:10,083 --> 00:18:12,292 - [Narrator] The popularity of Waco's saloons 364 00:18:12,292 --> 00:18:14,417 gives Alderton an idea. 365 00:18:15,875 --> 00:18:18,417 - By all accounts, he really loved being a pharmacist. 366 00:18:18,417 --> 00:18:22,292 He enjoyed making medicine and making sodas, 367 00:18:23,375 --> 00:18:26,417 because that was seen as a type of medicine. 368 00:18:27,833 --> 00:18:29,958 - But he had noticed that the customers were getting bored. 369 00:18:29,958 --> 00:18:32,167 They'd got used to orange soda. 370 00:18:32,167 --> 00:18:34,417 They got used to cherry soda, 371 00:18:34,417 --> 00:18:37,208 and sales was starting to drip off. 372 00:18:37,208 --> 00:18:40,000 - [Narrator] So his boss allows him time each day 373 00:18:40,000 --> 00:18:42,250 to experiment with new flavors. 374 00:18:42,250 --> 00:18:44,208 - Wade Morrison was a businessman 375 00:18:44,208 --> 00:18:47,750 who owned the Old Corner Drug Store in Waco, 376 00:18:47,750 --> 00:18:51,125 and he hired Charles Alderton to be his pharmacist. 377 00:18:51,125 --> 00:18:52,833 [liquid squirts into glass] 378 00:18:52,833 --> 00:18:55,292 - Make sure and clean that up when you're done. 379 00:18:55,292 --> 00:18:56,250 - You got it. 380 00:18:57,250 --> 00:19:00,417 [light suspenseful music] 381 00:19:00,417 --> 00:19:03,917 - He loved the way the pharmacy smelled when he walked in. 382 00:19:03,917 --> 00:19:06,875 He loved the amalgamation of all the different syrups 383 00:19:06,875 --> 00:19:08,208 that were in there, and he said, 384 00:19:08,208 --> 00:19:11,125 "Is there a way for me to put this all in a bottle?" 385 00:19:12,250 --> 00:19:15,042 - So he decided he was going to make a drink 386 00:19:15,042 --> 00:19:18,125 taste like the drugstore smell. 387 00:19:18,125 --> 00:19:19,625 - [Narrator] Working around the clock, 388 00:19:19,625 --> 00:19:22,292 Alderton hopes to impress the locals enough 389 00:19:22,292 --> 00:19:24,292 to drive them out of the saloons 390 00:19:24,292 --> 00:19:26,292 and into the old corner drugstore. 391 00:19:27,875 --> 00:19:30,542 [propulsive music] 392 00:19:42,250 --> 00:19:44,833 - Finally, he comes up with this combination 393 00:19:44,833 --> 00:19:46,833 of 23 different flavors. 394 00:19:48,333 --> 00:19:50,417 - [Narrator] Charles Alderton has no idea 395 00:19:50,417 --> 00:19:52,417 that his concoction will one day sell 396 00:19:52,417 --> 00:19:57,125 over 500 servings every single second, 397 00:19:57,125 --> 00:20:00,500 raking in $14 billion a year, 398 00:20:00,500 --> 00:20:03,208 and he'll never see a dime of it. 399 00:20:03,208 --> 00:20:05,917 [dramatic music] 400 00:20:10,292 --> 00:20:12,667 [gentle guitar music] 401 00:20:13,500 --> 00:20:17,250 - Charles, we gotta speed up, man. Come on. Yes, ma'am. 402 00:20:17,250 --> 00:20:19,500 Two minutes. Two minutes. Yes, ma'am. Yes, ma'am. 403 00:20:19,500 --> 00:20:21,000 - [Narrator] In the mid 1880s, 404 00:20:21,000 --> 00:20:25,000 Charles Alderton has created a new flavor of soda 405 00:20:25,000 --> 00:20:27,542 that's become an unexpected hit. 406 00:20:27,542 --> 00:20:30,000 - He wanted to really get his customer base excited 407 00:20:30,000 --> 00:20:33,875 about the soda, but he doesn't even have a name for it. 408 00:20:33,875 --> 00:20:36,542 - [Narrator] So the customers come up with their own. 409 00:20:36,542 --> 00:20:39,250 - Shoot me a Waco. - [Wade] Waco. Yes, sir. 410 00:20:39,250 --> 00:20:42,167 - It was definitely a favorite in Waco 411 00:20:42,167 --> 00:20:44,333 when it first came out. 412 00:20:44,333 --> 00:20:47,375 You couldn't get it anywhere else in the world. 413 00:20:47,375 --> 00:20:49,208 So they would go to the soda fountain and say... 414 00:20:49,208 --> 00:20:50,250 - Shoot me a Waco. 415 00:20:50,250 --> 00:20:52,083 - One Waco. Come on, Charles. 416 00:20:52,083 --> 00:20:54,125 - The "shoot me" comes from that motion 417 00:20:54,125 --> 00:20:57,208 the soda jerks are making where they're pulling the handle. 418 00:20:57,208 --> 00:21:00,250 - [Wade] Two bits. One more, Charles. We're getting you, sir. 419 00:21:00,250 --> 00:21:01,708 - [Narrator] More important than 420 00:21:01,708 --> 00:21:04,917 what they call Alderton's creation is how it tastes. 421 00:21:04,917 --> 00:21:07,458 - He created something that is singular, 422 00:21:07,458 --> 00:21:09,583 something that is one of a kind. 423 00:21:10,708 --> 00:21:12,042 - The difference between root beer 424 00:21:12,042 --> 00:21:13,833 and Dr. Pepper is the difference 425 00:21:13,833 --> 00:21:18,875 between a classical concert and going to see the Clash live. 426 00:21:20,292 --> 00:21:23,792 Root beer is a subtle blending of different herbal extracts. 427 00:21:23,792 --> 00:21:26,500 Dr. Pepper is a mishmash of flavors 428 00:21:26,500 --> 00:21:29,417 that are everything all over the place as loud as possible. 429 00:21:29,417 --> 00:21:31,292 - It's fruity, but not as fruity 430 00:21:31,292 --> 00:21:33,875 as a grape soda or cherry soda. 431 00:21:33,875 --> 00:21:37,750 It also has almost a cinnamon note to it, 432 00:21:37,750 --> 00:21:39,833 and that's sort of the magic of it. 433 00:21:41,375 --> 00:21:43,708 - [Narrator] As Alderton struggles to meet demand, 434 00:21:43,708 --> 00:21:47,542 Charles Hires has been working tirelessly for months, 435 00:21:47,542 --> 00:21:50,500 determined to create the perfect root beer syrup 436 00:21:50,500 --> 00:21:53,667 to sell at the increasingly popular soda fountains. 437 00:21:55,125 --> 00:21:57,708 - So he re-engineered his recipe by making a root beer syrup 438 00:21:57,708 --> 00:22:00,542 that was pre-sweetened and ready to be used. 439 00:22:04,542 --> 00:22:05,500 - [Narrator] But before launching 440 00:22:05,500 --> 00:22:07,458 his root beer syrup nationwide, 441 00:22:09,167 --> 00:22:11,375 Hires visits local soda fountains 442 00:22:11,375 --> 00:22:14,958 to make sure it's being prepared correctly. 443 00:22:14,958 --> 00:22:16,375 - That's way too much syrup. 444 00:22:16,375 --> 00:22:18,083 - Charles was a perfectionist. 445 00:22:19,250 --> 00:22:21,458 - The foam, the foam. 446 00:22:23,792 --> 00:22:24,667 The foam. 447 00:22:25,917 --> 00:22:28,833 - [Narrator] Hires' investigation reveals 448 00:22:28,833 --> 00:22:30,042 a new problem. 449 00:22:30,042 --> 00:22:32,667 - He didn't like that the perfect drink 450 00:22:32,667 --> 00:22:35,667 was in the hands of a soda jerk. 451 00:22:37,208 --> 00:22:39,667 - Soda jerks might use too much syrup. 452 00:22:39,667 --> 00:22:41,625 The next one might have too little. 453 00:22:41,625 --> 00:22:44,292 There's not any consistency. 454 00:22:44,292 --> 00:22:46,375 - So his root beer didn't taste 455 00:22:46,375 --> 00:22:48,083 the way it was supposed to taste. 456 00:22:49,542 --> 00:22:51,542 - [Narrator] Hires must find a way to regulate 457 00:22:51,542 --> 00:22:53,083 the quality of his soda 458 00:22:53,083 --> 00:22:56,542 or risk becoming an afterthought in the industry 459 00:22:56,542 --> 00:22:57,750 he helped launch. 460 00:23:01,292 --> 00:23:03,750 Meanwhile, by the end of 1885, 461 00:23:03,750 --> 00:23:08,250 Alderton's unique soda is outgrowing its roots. 462 00:23:08,250 --> 00:23:10,208 - Other drug stores and soda fountains 463 00:23:10,208 --> 00:23:13,125 in the central Texas area are hearing about this drink 464 00:23:13,125 --> 00:23:15,875 and they want to sell it to their customers. 465 00:23:15,875 --> 00:23:18,708 So Morrison starts brewing up lots of syrup 466 00:23:18,708 --> 00:23:22,500 to transport out to these local soda fountains. 467 00:23:22,500 --> 00:23:24,958 - [Narrator] As the soda expands beyond Waco, 468 00:23:24,958 --> 00:23:27,583 Morrison gives their beverage a new name. 469 00:23:31,625 --> 00:23:33,708 - Back in the late 1800s we see a lot 470 00:23:33,708 --> 00:23:37,792 of different products having the word doctor in their names 471 00:23:37,792 --> 00:23:41,333 whether or not there was actually a medicinal benefit. 472 00:23:41,333 --> 00:23:43,542 - Kind of how we use organic today. 473 00:23:43,542 --> 00:23:46,708 Your organic potato chips aren't exactly healthy, 474 00:23:46,708 --> 00:23:49,375 but maybe you feel a little bit better eating them. 475 00:23:49,375 --> 00:23:51,542 Dr. Pepper did contain phosphates, 476 00:23:51,542 --> 00:23:54,708 which are good for bone health and iron, 477 00:23:54,708 --> 00:23:57,625 which is good for your blood and muscles. 478 00:23:57,625 --> 00:24:01,875 But were the health effects being exaggerated? Yes. 479 00:24:01,875 --> 00:24:03,375 - [Narrator] But not long after they begin 480 00:24:03,375 --> 00:24:06,917 to sell Dr. Pepper syrup to local soda fountains. 481 00:24:06,917 --> 00:24:09,667 - It's getting late. 482 00:24:09,667 --> 00:24:11,958 - One more batch, we'll call it a night. 483 00:24:13,000 --> 00:24:15,000 - [Narrator] Alderton has second thoughts 484 00:24:15,000 --> 00:24:16,375 about the soda business. 485 00:24:16,375 --> 00:24:17,833 - Okay. 486 00:24:17,833 --> 00:24:21,375 - Even though Charles Alderton created this uniquely 487 00:24:21,375 --> 00:24:24,583 American drink, he wasn't able to profit 488 00:24:24,583 --> 00:24:28,375 from the formula because he was creating work product 489 00:24:28,375 --> 00:24:29,583 for Wade Morrison. 490 00:24:31,292 --> 00:24:33,875 - Charles Alderton realizes he already has his dream job 491 00:24:33,875 --> 00:24:36,750 as a pharmacist, so he takes a step back 492 00:24:36,750 --> 00:24:38,708 and he leaves the soda with Morrison. 493 00:24:42,125 --> 00:24:44,167 - [Narrator] With Alderton out of the picture, 494 00:24:44,167 --> 00:24:47,625 Morrison brings on a ruthless businessman 495 00:24:47,625 --> 00:24:50,542 who will do whatever it takes to make Dr. Pepper 496 00:24:50,542 --> 00:24:52,208 a national hit, 497 00:24:52,208 --> 00:24:56,667 and in the process upend the entire soda industry. 498 00:24:56,667 --> 00:24:59,500 [vibrant music] 499 00:25:03,542 --> 00:25:05,292 [pensive music] 500 00:25:05,292 --> 00:25:06,958 - [Narrator] In the mid 1880s, 501 00:25:06,958 --> 00:25:09,250 Charles Hires races to create something 502 00:25:09,250 --> 00:25:10,542 that can regulate the quality 503 00:25:10,542 --> 00:25:12,875 of his root beer at soda fountains. 504 00:25:14,167 --> 00:25:18,917 - He developed his own machine to dispense Hires' syrup 505 00:25:20,000 --> 00:25:22,667 and carbonated water in the perfect amount. 506 00:25:22,667 --> 00:25:24,375 - [Narrator] His state-of-the-art invention 507 00:25:24,375 --> 00:25:25,875 is constructed of eye-catching 508 00:25:25,875 --> 00:25:29,542 white marble and silver-plated pipes. 509 00:25:29,542 --> 00:25:31,708 - [Charles] See if this works. Hmm. 510 00:25:31,708 --> 00:25:34,792 [suspenseful music] 511 00:25:38,042 --> 00:25:40,750 [soda pouring] 512 00:25:41,833 --> 00:25:44,292 - It was much smaller than soda fountains 513 00:25:44,292 --> 00:25:48,958 and it dispensed root beer in the perfect proportions. 514 00:25:51,417 --> 00:25:53,042 - Perfect. 515 00:25:53,042 --> 00:25:56,667 - [Narrator] He calls it the Hires Automatic Munimaker. 516 00:25:57,708 --> 00:25:58,917 [soda pouring] 517 00:25:58,917 --> 00:26:00,833 - His munimaker machine was pioneering 518 00:26:00,833 --> 00:26:03,208 because it automatically combined syrups 519 00:26:03,208 --> 00:26:05,875 and carbonated water at the right quantities 520 00:26:05,875 --> 00:26:08,333 and was really the precursor 521 00:26:08,333 --> 00:26:11,042 for the soda machines of today. 522 00:26:11,042 --> 00:26:12,250 [soft intense music] 523 00:26:12,250 --> 00:26:15,917 - [Narrator] Soon Hire sells over 1000 munimakers, 524 00:26:16,917 --> 00:26:18,875 but the game changing machine isn't 525 00:26:18,875 --> 00:26:20,792 even his biggest innovation. 526 00:26:22,042 --> 00:26:25,208 - Charles wanted to trademark the phrase root beer, 527 00:26:25,208 --> 00:26:29,708 but you can't trademark commonly used words. 528 00:26:29,708 --> 00:26:33,667 - So he simply changes his name from Hires Root Beer 529 00:26:33,667 --> 00:26:35,875 to just Hires. 530 00:26:35,875 --> 00:26:37,833 This was groundbreaking. 531 00:26:37,833 --> 00:26:41,708 This really revolutionized how we named things, 532 00:26:41,708 --> 00:26:44,917 not just in the soda industry, but in food. 533 00:26:44,917 --> 00:26:48,542 It's not Pepsi-Cola, it's just Pepsi. 534 00:26:48,542 --> 00:26:49,917 - [Narrator] Within a year, 535 00:26:49,917 --> 00:26:53,250 Hires becomes the number one soda brand in America. 536 00:26:54,333 --> 00:26:57,958 [soft intense music] 537 00:26:57,958 --> 00:27:02,375 Back in Waco, Wade Morrison aims to surpass Hires 538 00:27:02,375 --> 00:27:03,875 by asking a local bottler 539 00:27:03,875 --> 00:27:06,042 to help distribute Dr. Pepper syrup 540 00:27:06,042 --> 00:27:08,542 to soda fountains beyond Texas. 541 00:27:08,542 --> 00:27:11,542 [soda pouring] 542 00:27:11,542 --> 00:27:13,208 [glass clanking] 543 00:27:13,208 --> 00:27:17,125 - Robert Lazenby was well respected in the Waco community 544 00:27:17,125 --> 00:27:20,250 and he created different bottling plants. 545 00:27:21,500 --> 00:27:24,792 - Dr. Pepper is still only a regional hit in Texas 546 00:27:24,792 --> 00:27:26,333 and Morrison needs this. 547 00:27:26,333 --> 00:27:28,875 If he wants to grow, Lazenby is his guy. 548 00:27:28,875 --> 00:27:30,667 He's the gatekeeper. 549 00:27:30,667 --> 00:27:33,792 [soft intense music] 550 00:27:34,750 --> 00:27:36,375 - What do you think? 551 00:27:36,375 --> 00:27:38,792 [soft intense music] 552 00:27:38,792 --> 00:27:39,917 - To be honest, 553 00:27:41,708 --> 00:27:44,792 I've never tasted anything quite like it. 554 00:27:44,792 --> 00:27:46,542 - Lazenby, in addition 555 00:27:46,542 --> 00:27:48,250 to being a pretty shrewd business person 556 00:27:48,250 --> 00:27:50,708 and also maybe a little bit of a shady one, 557 00:27:50,708 --> 00:27:52,875 is also a very brilliant self-taught chemist. 558 00:27:52,875 --> 00:27:54,667 He knows about soft drinks. 559 00:27:55,708 --> 00:27:58,042 - Lazenby's bottling company is successful, 560 00:27:58,042 --> 00:28:01,042 but he wasn't about to be a millionaire anytime soon. 561 00:28:01,042 --> 00:28:04,625 But after one sip of Morrison's unique soda, he knew. 562 00:28:04,625 --> 00:28:08,042 - This is too good to be stuck in Waco, Texas. 563 00:28:08,042 --> 00:28:10,375 - So I take it then, you're interested? 564 00:28:10,375 --> 00:28:11,792 - Interested. 565 00:28:11,792 --> 00:28:14,208 - He's hitching his wagon to Dr. Pepper. 566 00:28:14,208 --> 00:28:18,458 - I'm going to make Dr. Pepper America's favorite soda. 567 00:28:18,458 --> 00:28:20,000 [soft intense music] 568 00:28:20,000 --> 00:28:23,542 - [Narrator] But first, Lazenby makes a brash stipulation. 569 00:28:23,542 --> 00:28:27,000 - To patent food, you would have to divulge the recipe, 570 00:28:27,000 --> 00:28:30,292 which would then enable copycats. 571 00:28:30,292 --> 00:28:34,792 - So he decided Dr. Pepper must keep its ingredients secret 572 00:28:36,833 --> 00:28:38,208 [soft pensive music] 573 00:28:38,208 --> 00:28:39,583 - [Narrator] As Lazenby agrees to ramp up shipping 574 00:28:39,583 --> 00:28:41,083 of Dr. Pepper syrup, 575 00:28:41,083 --> 00:28:44,875 Charles Hires is trying to stay one step ahead. 576 00:28:44,875 --> 00:28:46,792 [soft pensive music] 577 00:28:46,792 --> 00:28:48,375 - People are coming to Charles Hires 578 00:28:48,375 --> 00:28:51,167 and telling him how much they like his root beer. 579 00:28:51,167 --> 00:28:53,792 So he wants to develop a way for people 580 00:28:53,792 --> 00:28:57,875 to have a pre-mixed root beer across the country. 581 00:28:57,875 --> 00:28:59,750 - This was the golden age of railroads. 582 00:28:59,750 --> 00:29:01,042 You could get your product anywhere 583 00:29:01,042 --> 00:29:03,417 in the country quickly and cheaply. 584 00:29:03,417 --> 00:29:06,292 - But there were issues transporting bottled soda 585 00:29:06,292 --> 00:29:07,708 with the corks. 586 00:29:07,708 --> 00:29:09,875 How do you stop these from leaking? 587 00:29:09,875 --> 00:29:13,917 How do you keep in gas so that the soda isn't flat? 588 00:29:13,917 --> 00:29:15,375 How do you stop them 589 00:29:15,375 --> 00:29:18,167 from exploding if there's too much pressure? 590 00:29:19,208 --> 00:29:20,583 - [Narrator] That's when he learns 591 00:29:20,583 --> 00:29:24,542 about a game-changing technology invented just last year. 592 00:29:24,542 --> 00:29:29,417 [metal clamping] [soft pensive music] 593 00:29:36,542 --> 00:29:38,042 - How long does the seal last? 594 00:29:39,167 --> 00:29:40,250 - No one knows. 595 00:29:40,250 --> 00:29:41,792 [suspenseful music] 596 00:29:41,792 --> 00:29:43,625 We're still waiting for one to leak. 597 00:29:43,625 --> 00:29:44,917 [soft upbeat music] 598 00:29:44,917 --> 00:29:46,417 - The Crown Bottle Cap 599 00:29:46,417 --> 00:29:49,458 really revolutionized distribution of soda. 600 00:29:50,875 --> 00:29:54,542 It kept the carbonation inside and they didn't explode. 601 00:29:56,292 --> 00:29:57,958 - You could ship a bunch across the country 602 00:29:57,958 --> 00:30:00,042 and allow the carbonation to stay inside, 603 00:30:00,042 --> 00:30:01,583 so people can enjoy root beer 604 00:30:01,583 --> 00:30:03,458 the way he intended for them to. 605 00:30:06,292 --> 00:30:07,542 [soft intense music] 606 00:30:07,542 --> 00:30:09,208 - [Narrator] Hires sells more than a million bottles 607 00:30:09,208 --> 00:30:12,583 of his non-alcoholic beverage nationwide. 608 00:30:12,583 --> 00:30:16,875 But his unparalleled success makes him a target, 609 00:30:16,875 --> 00:30:20,333 ironically, from a group within the Temperance Movement 610 00:30:20,333 --> 00:30:23,875 that has become even stronger over the past two decades. 611 00:30:25,083 --> 00:30:26,417 - [Theresa] At that time, 612 00:30:26,417 --> 00:30:29,042 the Women's Christian Temperance Union was a 613 00:30:29,042 --> 00:30:31,750 very powerful organization 614 00:30:31,750 --> 00:30:34,083 and you didn't wanna be in their way. 615 00:30:34,083 --> 00:30:38,417 - They'd heard that Hires makes the root beer by using yeast 616 00:30:38,417 --> 00:30:41,958 and it's fermented and therefore it has alcohol. 617 00:30:41,958 --> 00:30:46,125 - They believed that it contained enough alcohol in it 618 00:30:46,125 --> 00:30:50,958 that it was just like buying any other beer at the saloon. 619 00:30:50,958 --> 00:30:54,875 - So they launched this national boycott of his drink. 620 00:30:54,875 --> 00:30:58,958 [soft suspenseful music] 621 00:30:58,958 --> 00:31:04,000 [footsteps approaching] [paper slapping] 622 00:31:05,375 --> 00:31:06,417 - There was a New York Times article that was published 623 00:31:06,417 --> 00:31:08,875 that said "Is Root Beer Insidious?'" 624 00:31:08,875 --> 00:31:10,750 [newspaper thudding] 625 00:31:10,750 --> 00:31:12,167 [soft intense music] 626 00:31:12,167 --> 00:31:14,208 Even though there is no evidence 627 00:31:14,208 --> 00:31:18,333 of someone ever getting drunk on root beer. 628 00:31:18,333 --> 00:31:20,875 - [Narrator] Hires' decision to call his root tea, 629 00:31:20,875 --> 00:31:25,125 root beer is now coming back to haunt him. 630 00:31:26,208 --> 00:31:27,542 [birds chirping] [soft intense music] 631 00:31:27,542 --> 00:31:31,708 Meanwhile, sales of Dr. Pepper are skyrocketing, 632 00:31:31,708 --> 00:31:35,958 allowing Lazenby to open a second syrup bottling plant. 633 00:31:37,250 --> 00:31:40,333 But just as he's racing to capitalize on Hires' troubles 634 00:31:40,333 --> 00:31:44,667 and dethrone them as the number one soda brand in America, 635 00:31:44,667 --> 00:31:46,500 a new threat arrives, 636 00:31:48,333 --> 00:31:52,542 that will one day eclipse both of them. 637 00:31:52,542 --> 00:31:55,458 [suspenseful music] 638 00:31:59,292 --> 00:32:00,958 [powerful percussive music] 639 00:32:00,958 --> 00:32:03,042 - In the early 1890s, a new soda popular 640 00:32:03,042 --> 00:32:05,708 in Georgia starts to take the nation by storm. 641 00:32:06,875 --> 00:32:11,542 It's created by an Atlanta pharmacist named John Pemberton. 642 00:32:11,542 --> 00:32:13,708 - When the Civil War began, 643 00:32:13,708 --> 00:32:18,250 Pemberton was slashed with a saber across his stomach 644 00:32:18,250 --> 00:32:21,292 and he became addicted to morphine 645 00:32:21,292 --> 00:32:24,042 and at that time there was no narcotics act. 646 00:32:24,042 --> 00:32:27,875 Anybody could basically get hold of drugs. 647 00:32:27,875 --> 00:32:30,167 - [Narrator] To wean himself off morphine, 648 00:32:30,167 --> 00:32:32,750 Pemberton creates a medicinal beverage 649 00:32:32,750 --> 00:32:36,792 with what was considered a less harmful ingredient. 650 00:32:36,792 --> 00:32:38,500 - Because it was made from the coca leaf. 651 00:32:38,500 --> 00:32:40,875 It had trace amounts of cocaine in it, not enough 652 00:32:40,875 --> 00:32:44,167 that people could ever really get a powerful buzz out of it, 653 00:32:44,167 --> 00:32:46,208 but I'm sure it helps sell this stuff. 654 00:32:46,208 --> 00:32:47,542 - And he made it out of cola nuts, 655 00:32:47,542 --> 00:32:48,708 which had caffeine in it, 656 00:32:48,708 --> 00:32:50,708 so he called it Coca-Cola. 657 00:32:50,708 --> 00:32:52,375 [soft intense music] 658 00:32:52,375 --> 00:32:56,292 - Pemberton starts selling Coca-Cola out of his pharmacy 659 00:32:56,292 --> 00:32:58,250 and people are loving Coca-Cola, 660 00:32:58,250 --> 00:32:59,667 which gives them a little bit 661 00:32:59,667 --> 00:33:01,542 of an extra kick to get through their day. 662 00:33:01,542 --> 00:33:04,167 - It's laced with cocaine and caffeine. 663 00:33:04,167 --> 00:33:06,208 Who wouldn't love it? [chuckling] 664 00:33:06,208 --> 00:33:09,292 - [Narrator] As Coca-Cola enjoys a surge in local business, 665 00:33:09,292 --> 00:33:12,000 despite its questionable ingredients, 666 00:33:12,000 --> 00:33:14,208 Charles Hires is still reeling 667 00:33:14,208 --> 00:33:17,000 after wild accusations about the ingredients 668 00:33:17,000 --> 00:33:20,167 in his soda have triggered a national boycott. 669 00:33:20,167 --> 00:33:23,083 [soft intense music] 670 00:33:23,083 --> 00:33:26,667 - This boycott does real damage to his momentum. 671 00:33:26,667 --> 00:33:28,208 He was doing really, really well 672 00:33:28,208 --> 00:33:29,875 and this was a major setback 673 00:33:29,875 --> 00:33:32,292 because it destroyed trust in his brand. 674 00:33:32,292 --> 00:33:34,292 - The whole purpose of root beer is to give people 675 00:33:34,292 --> 00:33:37,375 an alternative to alcohol during the Temperance Movement. 676 00:33:37,375 --> 00:33:40,042 But the term beer in the name root beer 677 00:33:40,042 --> 00:33:42,042 becomes confusing to a lot of people. 678 00:33:42,042 --> 00:33:44,042 - [Narrator] But even as sales plummet, 679 00:33:44,042 --> 00:33:46,000 Hires refuses to give up. 680 00:33:46,000 --> 00:33:47,958 - Charles Hires really has to fight 681 00:33:47,958 --> 00:33:50,417 to clear his name and his brand. 682 00:33:50,417 --> 00:33:55,042 - So Charles commissioned his own study of his root beer 683 00:33:55,042 --> 00:33:57,917 and he had a chemist analyze it. 684 00:33:57,917 --> 00:33:59,583 - He ran a bunch of different tests 685 00:33:59,583 --> 00:34:02,542 and he eventually concluded there's more alcohol 686 00:34:02,542 --> 00:34:05,542 in a loaf of bread than there was in his drink. 687 00:34:05,542 --> 00:34:07,875 - And the reason he picked a loaf of bread was to prove 688 00:34:07,875 --> 00:34:13,042 that not every time yeast ferments, it produces alcohol. 689 00:34:14,208 --> 00:34:16,250 And he published the findings of this study 690 00:34:16,250 --> 00:34:19,083 that it was a non-alcoholic drink 691 00:34:19,083 --> 00:34:22,333 and it was completely safe to consume 692 00:34:22,333 --> 00:34:25,583 without any ill effects. 693 00:34:25,583 --> 00:34:29,833 - And that silenced what the WCTU was doing 694 00:34:29,833 --> 00:34:33,208 and he was able again to sell it. 695 00:34:33,208 --> 00:34:35,375 - [Narrator] But Hires doesn't stop there. 696 00:34:35,375 --> 00:34:38,750 - He just took out this advertising campaign 697 00:34:38,750 --> 00:34:42,833 that restated that it was a non-alcoholic drink. 698 00:34:42,833 --> 00:34:44,292 It was a healthy drink. 699 00:34:44,292 --> 00:34:47,333 It was for men, women, and children. 700 00:34:48,625 --> 00:34:51,750 - [Narrator] By 1894 Hires gets back on track, 701 00:34:51,750 --> 00:34:56,208 selling over 15 million gallons of his signature drink. 702 00:34:56,208 --> 00:34:57,708 - He ended up winning the battle 703 00:34:57,708 --> 00:34:59,250 with the Temperance Movement 704 00:34:59,250 --> 00:35:02,500 and root beer to this day is seen as a temperance drink. 705 00:35:02,500 --> 00:35:04,875 - [Narrator] But Hires is about to discover 706 00:35:04,875 --> 00:35:08,458 there's a bold new competitor on the national market. 707 00:35:09,542 --> 00:35:12,708 - By 1895, Coca-Cola is enjoyed coast to coast 708 00:35:12,708 --> 00:35:15,250 in soda fountains and people love its crisp, 709 00:35:15,250 --> 00:35:16,667 refreshing taste. 710 00:35:16,667 --> 00:35:19,000 - But some people start to complain 711 00:35:19,000 --> 00:35:21,042 about the cocaine that's in it, 712 00:35:21,042 --> 00:35:23,625 and this is something people are giving to their children. 713 00:35:23,625 --> 00:35:25,917 - [Narrator] After removing cocaine from their recipe, 714 00:35:25,917 --> 00:35:28,417 Coca-Cola continues to expand, 715 00:35:28,417 --> 00:35:31,375 building syrup factories across the country, 716 00:35:31,375 --> 00:35:34,458 including in Texas, [suspenseful music] 717 00:35:34,458 --> 00:35:37,167 right in Dr. Pepper's backyard. 718 00:35:37,167 --> 00:35:40,500 [soft pensive music] 719 00:35:40,500 --> 00:35:44,500 - So Robert Lazenby sees Coca-Cola coming 720 00:35:45,458 --> 00:35:48,375 and he's not happy with that. 721 00:35:48,375 --> 00:35:51,125 - This is Robert Lazenby. Is Commissioner Abbott home? 722 00:35:53,000 --> 00:35:53,792 Thank you. 723 00:35:55,542 --> 00:35:57,875 - James Abbott is a very powerful man. 724 00:35:57,875 --> 00:36:01,417 He is the Food Commissioner for the State of Texas 725 00:36:01,417 --> 00:36:04,292 and his main responsibility is to make sure that food 726 00:36:04,292 --> 00:36:07,208 and drink that Texans consume is safe. 727 00:36:07,208 --> 00:36:10,667 - I'm sorry to bother you so late in the evening, 728 00:36:10,667 --> 00:36:13,750 but I didn't want to call you at the office. 729 00:36:13,750 --> 00:36:15,750 - By the end of the 1800s, 730 00:36:15,750 --> 00:36:17,625 people were growing more and more concerned 731 00:36:17,625 --> 00:36:20,333 about dangerous drugs being in soda, 732 00:36:20,333 --> 00:36:23,375 and doctors were starting to turn against caffeine 733 00:36:23,375 --> 00:36:25,417 'cause it makes you kind of hyper 734 00:36:25,417 --> 00:36:28,167 and they thought it was harmful to health. 735 00:36:28,167 --> 00:36:30,417 - I want to talk to you about caffeine. 736 00:36:31,167 --> 00:36:32,958 - Dr. Pepper's caffeine free. 737 00:36:32,958 --> 00:36:34,583 So Robert Lazenby goes 738 00:36:34,583 --> 00:36:38,292 after Texas Food Commissioner, J.S. Abbott, urging him 739 00:36:38,292 --> 00:36:41,500 to ban drinks that have caffeine added to it. 740 00:36:41,500 --> 00:36:43,208 - It's a simple question. 741 00:36:44,708 --> 00:36:48,208 Do you really know what's in Coca-Cola? 742 00:36:48,208 --> 00:36:50,208 - [Narrator] What Lazenby doesn't realize 743 00:36:50,208 --> 00:36:53,375 is that his effort to best Coca-Cola 744 00:36:53,375 --> 00:36:55,458 will only make it stronger. 745 00:36:58,542 --> 00:36:59,792 is that his effort to best Coca-Cola] 746 00:36:59,792 --> 00:37:02,542 - Shortly before the turn of the 20th century, 747 00:37:02,542 --> 00:37:05,750 Dr. Pepper is the number two soda in America, 748 00:37:07,250 --> 00:37:09,375 right behind Hires. 749 00:37:09,375 --> 00:37:11,500 [soft suspenseful music] 750 00:37:11,500 --> 00:37:13,375 To prevent further competition, 751 00:37:13,375 --> 00:37:16,542 Lazenby lobbies the State Food Commissioner of Texas. 752 00:37:17,833 --> 00:37:20,375 - There must be something the government can do. 753 00:37:20,375 --> 00:37:22,333 - [Narrator] In an attempt to take down 754 00:37:22,333 --> 00:37:26,083 the soda industry's newest phenomenon, Coca-Cola. 755 00:37:26,083 --> 00:37:27,125 - I appreciate it. 756 00:37:27,125 --> 00:37:28,750 - It did kind of cause a bit 757 00:37:28,750 --> 00:37:30,083 of a stir in Texas. 758 00:37:30,083 --> 00:37:32,458 Some people thought the Food Commissioner had been turned 759 00:37:32,458 --> 00:37:35,708 into a mouthpiece for the Dr. Pepper Company. 760 00:37:35,708 --> 00:37:37,208 - [Narrator] Lazenby posts ads claiming 761 00:37:37,208 --> 00:37:39,500 that unlike Coca-Cola, 762 00:37:39,500 --> 00:37:43,292 Dr. Pepper is a pure food beverage. 763 00:37:43,292 --> 00:37:46,542 - Lazenby felt he had an outstanding product 764 00:37:46,542 --> 00:37:49,333 that was better than Coca-Cola 765 00:37:49,333 --> 00:37:52,583 because his product didn't have caffeine. 766 00:37:54,667 --> 00:37:57,458 - Back then, Coca-Cola had the level of caffeine 767 00:37:57,458 --> 00:37:59,542 that a current Red Bull does, 768 00:37:59,542 --> 00:38:03,167 and worse than that, they were marketing it to children. 769 00:38:03,167 --> 00:38:04,208 So the government got them 770 00:38:04,208 --> 00:38:05,875 to limit the amount of caffeine. 771 00:38:05,875 --> 00:38:09,875 Then it's about 35% of what it was back then. 772 00:38:09,875 --> 00:38:11,542 - [Narrator] During a protracted battle 773 00:38:11,542 --> 00:38:14,333 that goes all the way to the Supreme Court, 774 00:38:14,333 --> 00:38:16,208 new scientific studies declare 775 00:38:16,208 --> 00:38:18,958 that caffeine isn't necessarily harmful. 776 00:38:20,542 --> 00:38:23,458 - There was some very good, early double-blind research 777 00:38:23,458 --> 00:38:26,667 that showed that caffeine did help keep people awake 778 00:38:26,667 --> 00:38:31,667 and it did help them to perform better on some tests. 779 00:38:33,042 --> 00:38:35,667 - The countless sums Lazenby spent shining a national light 780 00:38:35,667 --> 00:38:40,083 on caffeine, only help Coca-Cola sales skyrocket, 781 00:38:40,083 --> 00:38:42,375 leading him to do the unthinkable. 782 00:38:42,375 --> 00:38:44,333 - He failed to get caffeine banned, 783 00:38:44,333 --> 00:38:45,833 may as well join the club. 784 00:38:46,708 --> 00:38:47,792 - So 785 00:38:47,792 --> 00:38:49,958 around 1917, 786 00:38:49,958 --> 00:38:54,875 Lazenby decides to add caffeine to the Dr. Pepper formula. 787 00:38:54,875 --> 00:38:58,500 - And they promote themselves as a kind of energy drink. 788 00:38:58,500 --> 00:39:00,958 - [Narrator] While sales slowly increase, 789 00:39:00,958 --> 00:39:04,458 it's too little, too late and Dr. Pepper falls 790 00:39:04,458 --> 00:39:08,250 to third place, directly behind Coca-Cola. 791 00:39:08,250 --> 00:39:09,708 [soft suspenseful music] 792 00:39:09,708 --> 00:39:14,625 Then in 1919, every soda brand gets an unexpected boost 793 00:39:15,708 --> 00:39:17,542 after Congress ratifies the 18th Amendment, 794 00:39:17,542 --> 00:39:21,000 banning the sale and production of alcohol. 795 00:39:21,000 --> 00:39:22,625 [soft intense music] 796 00:39:22,625 --> 00:39:25,042 - Prohibition happened almost overnight. 797 00:39:25,042 --> 00:39:29,417 Before it, the average American was consuming 2.6 gallons 798 00:39:29,417 --> 00:39:31,417 of alcohol every year, 799 00:39:31,417 --> 00:39:34,833 but after that number reduced by 70%. 800 00:39:34,833 --> 00:39:37,208 - [Narrator] Unable to legally purchase alcohol, 801 00:39:37,208 --> 00:39:39,500 the nation looks for a substitute. 802 00:39:39,500 --> 00:39:41,375 - Could you imagine the economic impact 803 00:39:41,375 --> 00:39:42,875 of thousands of small bars 804 00:39:42,875 --> 00:39:44,792 around the United States closing all at once? 805 00:39:44,792 --> 00:39:46,833 So the Department of Commerce 806 00:39:46,833 --> 00:39:49,333 actually published books encouraging people 807 00:39:49,333 --> 00:39:53,000 to turn their bars into soda fountains and ice cream shops. 808 00:39:53,000 --> 00:39:56,000 Before prohibition, there were 4,000 soda fountains, 809 00:39:56,000 --> 00:39:59,208 but after prohibition, there were 100,000 soda fountains 810 00:39:59,208 --> 00:40:00,792 in the United States. 811 00:40:00,792 --> 00:40:03,208 - [Narrator] Within six months of prohibition being enacted, 812 00:40:03,208 --> 00:40:06,875 sales of soda soar by 200%, 813 00:40:06,875 --> 00:40:09,875 including 65 million glasses a year 814 00:40:09,875 --> 00:40:14,042 of America's number one soda, Hires Root Beer. 815 00:40:14,042 --> 00:40:15,000 [soft intense music] 816 00:40:15,000 --> 00:40:16,917 Then at the age of 72, 817 00:40:16,917 --> 00:40:21,458 Hires passes the company's reigns to his son, in 1923. 818 00:40:21,458 --> 00:40:22,875 [soft intense music] 819 00:40:22,875 --> 00:40:25,958 - Hires Root Beer remained the number one soft drink 820 00:40:25,958 --> 00:40:27,375 in the 1920s, 821 00:40:27,375 --> 00:40:29,583 but when Charles Hires takes the back seat 822 00:40:29,583 --> 00:40:31,042 and he's not at the helm anymore, 823 00:40:31,042 --> 00:40:33,208 the company takes a bit of a nose dive. 824 00:40:33,208 --> 00:40:34,375 [soft intense music] 825 00:40:34,375 --> 00:40:35,625 - [Narrator] The company also gets hit 826 00:40:35,625 --> 00:40:37,708 as prohibition opens the floodgates 827 00:40:37,708 --> 00:40:42,458 for new root beer brands like Barq's and A & W. 828 00:40:42,458 --> 00:40:45,042 - There's no specific recipe to make root beer. 829 00:40:45,042 --> 00:40:47,375 There's probably a hundred different flavors, 830 00:40:47,375 --> 00:40:49,333 which is why all these root beers today 831 00:40:49,333 --> 00:40:51,500 taste slightly different. 832 00:40:51,500 --> 00:40:53,542 - [Narrator] Dr. Pepper's unique style keeps it 833 00:40:53,542 --> 00:40:56,208 in a category all its own. 834 00:40:56,208 --> 00:40:59,083 - Lazenby ended up forming what we now know of 835 00:40:59,083 --> 00:41:01,000 as the Dr. Pepper Company. 836 00:41:01,000 --> 00:41:03,708 The drink really was able to start spreading 837 00:41:03,708 --> 00:41:07,750 across the nation and become this national drink. 838 00:41:07,750 --> 00:41:08,583 [soft suspenseful music] 839 00:41:08,583 --> 00:41:10,083 - [Narrator] In 2008, 840 00:41:10,083 --> 00:41:13,667 the Dr. Pepper Snapple Group acquires the Hires brand, 841 00:41:13,667 --> 00:41:17,083 becoming the world's third largest soft drink company 842 00:41:17,083 --> 00:41:19,583 behind Pepsi and Coca-Cola. 843 00:41:19,583 --> 00:41:20,917 [soft upbeat music] 844 00:41:20,917 --> 00:41:24,083 Three years later, they remove Hires from stores 845 00:41:24,083 --> 00:41:28,333 to boost sales of their other root beer brand, A & W. 846 00:41:28,333 --> 00:41:32,083 - It's a shame that Hires isn't more widely known, 847 00:41:32,083 --> 00:41:35,083 but really I think you have root beer today 848 00:41:35,083 --> 00:41:36,708 because of Hires. 849 00:41:36,708 --> 00:41:39,792 - Charles Hires started out as a struggling poor pharmacist, 850 00:41:39,792 --> 00:41:41,875 but through ingenuity and hard work, 851 00:41:41,875 --> 00:41:45,833 he was able to establish the first national soda brand, 852 00:41:45,833 --> 00:41:48,208 a pioneer in the soda industry. 853 00:41:48,208 --> 00:41:51,417 I mean, he was the epitome of the American dream. 854 00:41:51,417 --> 00:41:52,792 - [Narrator] Today, 855 00:41:52,792 --> 00:41:55,542 Dr. Pepper is the oldest major American soda brand 856 00:41:55,542 --> 00:41:57,125 still in existence 857 00:41:57,125 --> 00:42:01,125 with revenues reaching over $14 billion a year. 858 00:42:01,125 --> 00:42:02,333 - To this very day, 859 00:42:02,333 --> 00:42:04,875 we still don't know exactly what's in Dr. Pepper. 860 00:42:04,875 --> 00:42:09,000 All we know is it's hella good with pizza. 861 00:42:09,000 --> 00:42:11,458 - [Narrator] The average person now drinks 45 gallons 862 00:42:11,458 --> 00:42:13,375 of soda a year, 863 00:42:13,375 --> 00:42:16,458 more than beer and coffee combined. 864 00:42:16,458 --> 00:42:17,958 [upbeat music] 865 00:42:17,958 --> 00:42:20,250 And thanks to Hires and Dr. Pepper paving the way, 866 00:42:20,250 --> 00:42:22,542 American soda is currently a more 867 00:42:22,542 --> 00:42:25,542 than $440 billion 868 00:42:25,542 --> 00:42:26,667 global industry. 869 00:42:26,667 --> 00:42:29,542 [upbeat music]