[Hugh Hefner] is a Pepsi man. . . . Butlers in his homes were always instructed to provide a new bottle if they saw one half empty. Or if he was seen without a Pepsi in his hand, they were to immediately fill that hand with a Pepsi bottle. He would drain three dozen bottles a day. . . . In 1962, it was reported that his annual Pepsi consumption equaled that of a small African country."