 What? Who was buying a four liter bottle of Coke? A family, you know. Okay, so it wasn't quite a four liter bottle. It was actually a 3.3 liter bottle. But you get the idea. That jumbo bottle, it was part of an aggressive strategy the Coke bottlers in Latin America had pioneered to flood the market with bottles and cans in all different shapes and sizes. In Mexico alone, you had like a dozen different varieties.