Alfred Steele was Joan Crawford's fourth, and last, husband (it was his first marriage). She was 50, he 54 when they married in Las Vegas on May 10, 1955. Steele died of a heart attack four years later. (Interestingly, all of Crawford's marriages lasted four years.) Besides being Alfred's spouse, Joan also served as a tireless worldwide ambassador for the soft drink. (At the time of their marriage Crawford's adopted daughter Christina was 15.)
Crawford's marriage to Steele was portrayed in the movie Mommie Dearest, which resulted in two classic scenes. In the first, Crawford (played by Faye Dunaway) is overseeing the renovation of her and Steele's Manhattan apartment and orders the builders to "Tear down that bitch of a bearing wall and put a window where it ought to be!". Then, when the Pepsi board of directors tries to remove her from the board after Steele's death, Joan has one of the most memorable lines of the entire movie: "Don't fuck with me fellas, this ain't my first time at the rodeo!"