From pocket change to pricey: Soft drink costs hit new highs

The recent uproar over a $60 Coca-Cola carton at a Woolworths tells a story that goes far deeper than supermarket sticker shock. For anyone who remembers when a bottle of Coke cost the same as a daily newspaper, these prices represent one of the most dramatic transformations in consumer goods pricing Australia has ever seen.

The photo that sparked nationwide outrage showed a 30-pack of Coke Zero with an eye-watering $60 price tag, working out to $2 per can.

As one social media user aptly put it: 'It's official, beer is cheaper.' But how did we get to the point where a soft drink costs more than an alcoholic beverage that carries hefty government taxes?

When Coke was cheaper than a tram ticket

The story of Coca-Cola pricing is one of the most remarkable in business history. From 1886 to 1959, a bottle of Coca-Cola cost exactly five cents—the same price for more than 70 years. This price remained stable through World War I, the Great Depression, World War II, and countless other economic upheavals.

To put this in perspective, that 1886 nickel would be worth about $1.75 in today's money, making early Coca-Cola incredibly affordable even by modern standards.

The company was so committed to the five-cent price that they even approached the US Treasury Department in 1953 asking them to mint a 7.5-cent coin, and briefly considered putting empty bottles in vending machines to effectively raise prices.

The price explosion decades

Once that 70-year price dam burst in 1959, the floodgates opened. By the 1960s, Coke cost around 25 cents, jumping to 40 cents in the 1970s, 62 cents in the 1980s, and 87 cents by the 1990s. When adjusted for inflation, Coca-Cola has never been as expensive as it is today.

Why beer is now the bargain option

The current pricing paradox becomes even more striking when you consider the tax burden. Beer carries alcohol taxes of 40-60 per cent, yet a 30-pack of Great Northern Lager costs around $50-52 at major bottle shops like BWS and Liquorland—less than the controversial $60 Coke pack.

This reversal would have seemed impossible to previous generations. Your grandfather could buy a beer and a Coke for roughly the same price, but the beer came with social restrictions and age limits while Coke was marketed as the wholesome family drink.

The perfect excuse to break a costly habit

For many Australians over 60, this pricing shock might actually be a blessing in disguise. Regular soft drink consumption has been linked to increased risks of diabetes, heart disease, and bone density loss—concerns that become more significant with age.

As one commenter on the original social media post noted: 'This is trash food and it should cost this much so people don't buy it.' While the language is blunt, the health implications are real.

A single can of regular Coke contains about 39 grams of sugar—more than the recommended daily intake for adults.

The pricing pressure is already changing behaviour. Many consumers report they now only buy soft drinks when they're on special, treating them as occasional treats rather than everyday purchases.

Smart shopping strategies for the price-conscious

Supermarkets often use popular items as 'loss leaders' - selling them below cost to attract customers, so patience can pay off. The current $60 pricing appears to be isolated to a single Brisbane Metro store, with most Woolworths stores selling the same 30-pack for $50.

Woolworths Metro stores typically charge premium prices due to their convenient CBD and transit locations, targeting customers who prioritise convenience over cost. It's worth remembering that different store formats within the same chain can have vastly different pricing structures.

A reality check on grocery inflation

This Coca-Cola controversy reflects broader grocery inflation concerns that particularly impact households on fixed incomes. The absolute price of Coca-Cola has increased by 5,280 per cent since 1970, with $2.64 of that increase occurring in just the last 53 years.

The good news? Unlike many grocery staples, soft drinks remain optional purchases. Unlike bread, milk, or fresh produce, you can simply choose not to buy overpriced fizzy drinks without impacting your nutritional needs.

The community weighs in

The original social media post generated hundreds of comments, with many sharing memories of when soft drink was affordable family fare. Some questioned whether this pricing represents genuine cost pressures or strategic pricing to maximise profits from impulse purchases.

Others pointed out practical considerations: the $60 cartons were limited edition Star Wars-themed cans, which might justify premium pricing for collectors. However, even the regular $50 pricing at most stores represents a significant jump from previous years.

What's your experience with grocery price inflation? Have you changed your shopping habits due to soft drink prices, or found effective ways to keep costs down? The conversation continues in our community, where shared wisdom often proves more valuable than any individual bargain hunt.