Branson talks to The Guardian about the failure of Virgin Cola:
When we took on Coca-Cola, we had a year in which we were really giving Coke and Pepsi a run for their money and we were very much the underdogs taking on the biggest giant in the world, and when they sent in their big tanks and to an extent crushed us, the public didn’t think any the poorer of the Virgin brand for it. In fact, I would say the Virgin brand was enhanced by the battle.
He doesn’t regret the venture:
The key thing is never to do anything which discredits the brand, like ripping off the public or doing something which you’d feel uncomfortable reading about. If you’re going to go down, go down fighting.