Raquel Chavez wouldn’t back down when Coca-Cola distributers demanded she remove “Big Cola” or lose her Coke machine and awning:
DER SPIEGEL—Like hundreds of shopkeepers across Mexico, Chavez stocked Coca-Cola products. Like many others, she also sold Big Cola, a cheaper, Peruvian-made alternative. But Chavez proved herself unique when she refused to back down when Coca-Cola ordered her to stop selling Big Cola, or face having her Coke-branded refrigerator and awning removed.
Coca-Cola’s distributors then refused to supply her with the drinks, forcing her to buy them from other, more expensive wholesalers, and prompting her to lodge a complaint with the federal competition commission. “Everybody got scared and told me I was crazy and I’d be ruined,” she told the Guardian. “I said I’d rather die with my dignity intact than be trampled on.” . . .
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