Production

Bottle and logo design

The first version of the famous bottle went into production in 1916.

Coca-Cola formula

Main article: Coca-Cola formula

As a publicity marketing strategy started by Ernest Woodruff, the company presents the formula of Coca-Cola as one of the most closely-held trade secrets in modern business, to which only a few employees have access.^[18] In particular, the secret ingredient "7X" has long been touted an integral component of Coca Cola's formula though it has never been established what, if anything, the "X" refers to. It has been stated that Coca-Cola had employees mix the drink by numbers assigned to specific ingredients rather than by name, to avoid the possibility of employees reverse-engineering the recipe. However, experienced perfumers and food scientists — today aided by modern analytical methods — can easily identify the composition of food products, a fact that is further supported by the many cola flavorings and competing soft drinks like Pepsi.^[19]

In his book For God, Country and Coca-Cola, author Mark Pendergrast claims to have discovered a recipe for the drink in the company's archives. It includes: Citrate caffein, ext. vanilla, F.E. Coco (fluid extract of coca), citric acid, lime juice, sugar, water, and caramel sufficient, and "X": oils of orange, lemon, nutmeg, cinnamon, coriander, and neroli.^[4]

Franchised production model

The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to various bottlers throughout the world who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sugar (or artificial sweeteners) and fill it into cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors. The bottlers are normally also responsible for all advertisement and other sales initiatives within their areas.

The Coca-Cola Company owns minority shares in some of its largest franchisees, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the world.

As the bottler adds sugar and sweeteners, the sweetness of the drink is said to differ in various parts of the world, in order to cater for local taste.

The famous Coca-Cola logotype is said to have largely been created by John Pemberton's business partner, Frank Mason Robinson, in 1885. It was Robinson who came up with the name, and he also chose the logo’s distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period.

The equally famous Coca-Cola bottle, called the "Contour bottle" within the company, but known to some as the "hobble skirt" bottle, was created in 1915 by a Swedish former glassblower, Alexander Samuelson, who had emigrated to the U.S. in the 1880's and was employed as a manager at The Root Glass Company in Terre Haute, Indiana, one of Coca-Cola's bottle suppliers. According to the Coca-Cola Company, Samuelson took time to ponder a possible new design for the bottle after production at his plant was shut down due to a heat wave. Inspired, he considered the possibility of basing a new design on the kola nut or coca leaf, two of the drink's flagship ingredients. He sent an employee to research the shape of the two objects in question, but a misunderstanding led to the man returning with sketches of the cacao pod—a crucial ingredient in chocolate, but not Coca-Cola. According to the company, it was this mistaken design that was accepted and put into production.^[20]

Although endorsed by the company, this version of events is not considered authoritative by many who cite its implausibility as difficult to believe. One alternative depiction has Raymond Loewy as the inventor of the unique design, but although Loewy did serve as a designer of Coke cans and bottles in later years, he was in the French Army in the year the bottle was invented and did not migrate to the United States until 1919. Others have attributed inspiration for the design not to the cacao pod, but to a Victorian hooped dress.^[20]

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