History of Bottling of Coca-Cola

Tina S
Tina S
Dec 9, 2009
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About Company

The Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Its world headquarters is based in Atlanta, Georgia. The company and its subsidiaries employ nearly 31,000 people around the world.
The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-Cola, the company's flagship brand, and also produces over 230 other soft-drink brands sold by and its subsidiaries in nearly 200 countries around the world.
Some of Coca-Cola's latest domestic marketing strategies include Coke dominating fountain sales. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds, Burger King, and Domino's Pizza. Coca-Cola is also testing a new plastic cup in the famous Coca-Cola contou.

History of Bottling
Believe it or not the Coca-Cola logo is the most recognizable brand in the entire world. As a result, Coca-Cola’s bottle is synonymous with their brand and is at least partially responsible for the way a lot of beverage containers look to this day.
The Coke bottle has evolved so much over the last century; the original bottle from 1899 was rather square and rigid, while the bottle evolved into something much more sexy and shapely over the following century.

I want to demonstrate a short view of coca-colas’ bottle evolution here.

In 1894, Coca-Cola was first bottled by Joseph Biedenharn, owner of the Biedenharn Candy Company of Vicksburg, Mississippi. Candler believed that the bottling idea was crazy and that people would never go for it.
One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales.

1899 - the World's First Coca-Cola Bottling Company
Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States -- for the sum of $1.00. A third Chattanooga lawyer, John T. Lupton, soon joined their venture. The two new entrepreneurs returned home satisfied and with the aid of colleague John T. Lupton, opened the World's First Coca-Cola Bottling Company

1900-1909-rapid growth

The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.

1915-1923-the first contou bottle

As the popularity of Coca-Cola increased, many imitators came onto the scene, offering products such as "Koca-Kola", so the company decided that they needed a bottle that would be easily recognizable so as not to be confused with any other.

The Root Glass Company of Terre Haute, Indiana designed the now famous "contou bottle" or "hobbleskirt". This bottle design was first patented in 1915 and then again December 25, 1923. In the year 1928, bottle sales first surpassed fountain sales, proving that the bottling idea had been a great success! The Contour Bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world - even in the dark!

1920-1940-during WWW2

At the beginning of WWII, Robert Woodruff issued an order to "see to it that every man in uniform gets a bottle of Coca-Cola for 5 cents wherever he is and whatever it costs the company!" In 1943, during World War II, Eisenhower sent a telegram requesting 10 additional Coca-Cola bottling plants overseas for our troops. At the beginning of the war, Coke was bottled in 44 countries. At the close of the war, 64 additional bottling plants had been established abroad. The presence of Coca-Cola did more than lift the morale of the gave many local people in those countries their first taste of Coca-Cola, paving the way for unprecedented worldwide sales after the war!

1950 - new packaging
The cover page of the May 15, 1950 issue of Time magazine features a Coca-Cola advertisement. It was the first time that a consumer product had been featured on their cover. For the first time, consumers had choices of Coca-Cola package size and type-the traditional 6.5 ounce Contour Bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960.

1960s - New brands introduced

Following Fanta® in the 1950s, Sprite®, Minute Maid®, Fresca® and TaB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®, followed by POWERADE® and DASANI® in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world.

1990-new market expansion
In 1999, Chattanooga Coca-Cola celebrated its 100th Anniversary as the World's First Coca -Cola bottler by placing a historical marker at the site of the original plant.  Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. As the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.

21st Century -Think local, act local

The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as consumers seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.

The Coca-Cola Company is the one of world's largest beverage companies. Muhtar Kent is the CEO and president of the company.

Keywords: History of Bottling of Coca-Cola,contou/countour bottle,the worlds number one brnad,chattanooga.fanta,sprite,minute maid,the root glass company,Biedenharn,think local,act local,21st century.

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