Roberto Goizueta was a Cuban-American businessman, Coca-Cola President (1980-97), CEO (1981-97), Vice chairman (1979-80), Senior vice president (1974-79).

Roberto Goizueta (pronounced Goy-SWET-ah) was the exemplification of the American dream--a Cuban immigrant who left the Communist country with little more than a suitcase, and became one of America's most respected, successful business leaders. Under his leadership, Coke's value soared from less than $5 billion in 1981, to nearly $150 billion by 1997, creating more wealth for his shareholders than any other CEO in history. He introduced Diet Coke, and made additional money for shareholders by acquiring and later selling Columbia Pictures for a profit. Under his guidance, Coke successfully moved into major new markets in China, India and Russia. But it was also Goizueta who was responsible for the disastrous launch of New Coke in 1985. Loyal customers felt betrayed and vehemently protested when they changed the old formula for Coca-Cola. The company brought back the original formula, dubbed Coca-Cola Classic, and the ensuing publicity actually helped increase sales of Coke.

At his death, Roberto Goizueta was worth an estimated $1.3 billion, making him the 120th-richest American.

Full or original name at birth: Roberto Crispulo Goizueta

Date and place of birth: November 18, 1931, Havana, Cuba

Date, place and cause of death: October 18, 1997, at Emory University Hospital, Atlanta, Georgia, U.S.A. (Lung cancer)

Wife: Olga Casteleiro

Children
Sons: Roberto Goizueta and Javier Goizueta
Daughter: Olga Maria Goizueta

Parents
Father: Crispulo Goizueta
Mother: Aida Cantera Goizueta

Burial site: Arlington Memorial Park, Atlanta, Georgia, U.S.A.