It doesn't. That's what Coca-Cola's spokespeople say, anyway. "The great taste of Coca-Cola is the same regardless of the package it comes in," they insist. Rather, they say, "the particular way that people choose to enjoy their Coke can affect their perception of taste." Sure, most people would agree that the cola is indeed delicious and refreshing, and pouring it into a glass or serving it over ice could influence the sensation of its flavor.