American brands have a new image problem

FOR decades America’s soft power put the wind in the sails of its companies as they ventured abroad. When the Berlin Wall fell, Coca-Cola sent lorries emblazoned with its logo into East Berlin, handing out free drinks to the amassing crowds.

Sales soon soared, as consumers in the former communist state chugged enthusiastically on the sugary icon of American capitalism.

Peddling Americana abroad, however, is getting trickier. Last month Carlsberg, a Danish brewer that bottles Coca-Cola in its home country, noted that consumers there were boycotting the fizzy drink, opting for local alternatives such as Jolly Cola instead.