Roberto Goizueta: "Sacred Cow" Coke Boss

The boss of the Coca Cola company, who famously changed the formula to New Coke before soon changing it back, passed away this week at the age of 65.

Goizueta had taken over the company and declared there would be no "sacred cows" including the biggest change of all, changing the historic Coke formula. But the new Coke was immediately hated, and led to the newly renamed Coca Cola Classic returning to the market only months later, and the New Coke disappearing forever.

I personally actually like the New Coke, and wish they kept making it, though I try not to drink soda anymore these days anyway. Have you ever looked at how many grams of sugar are in a can of soda? It really is poison.

Goizueta had been a heavy smoker, and passed after a struggle with lung cancer. He worked his way to the top after losing all his possessions in his younger days as a Cuban immigrant. He said about the experience, "Once you lose everything, what's the worst that's going to happen to you? You develop a self-assurance."

Roberto Goizueta: "Sacred Cow" Coke Boss

Coca-Cola Chairman Roberto C. Goizueta, a Cuban immigrant who worked his way through the corporate ranks to head one of the world's best-known companies, died Saturday of cancer-related causes. He was 65. Goizueta had been in critical condition all week at Atlanta's Emory University Hospital with a throat infection related to treatments for lung cancer. On Thursday, he missed his first board meeting since becoming chairman of the soft drink giant 16 years ago.

Roberto Goizueta: "Sacred Cow" Coke Boss