Here’s something I’ve never understood. I was buying a sandwich in London’s cheap chain Benjy’s, and I couldn’t help noticing the international flavour of the Coca Cola offering. The cans of Coke on the shelves came from Russia, roughly 1,500 miles away. The cans of diet Coke looked to be French, but on closer inspection, turned out to be from Tunisia. The 500ml Coke bottles came, extraordinarily, from Georgia – the ex-Soviet one, sandwiched (ho ho) between Russia and Turkey. That’s a whopping 2,200 miles away. How can it possibly be cost-effective to import something like a crate of Coca Cola from the opposite end of Europe?