The Decade of the 1900's
© 2012 Blaine Martin
Thomas and Whitehead split the bottling territory they acquired in 1899.
The second Coca-Cola bottling plant is established by Whitehead at 125 Edgewood Avenue in Atlanta. Both Chattanooga and Atlanta plants use a Hutchinson bottle with an iron stopper and rubber washer closure.
Syrup sales near 500,000 gallons, and for the first time gross revenues are nearly $1 million and syrup plants open in Dallas and Baltimore.
The company depletes their stock of ceramic Wheeling Pottery syrup urns that are given out as a reward to fountains for selling 35 gallons of syrup.
Massengale is hired by Robinson to design the company's first ads, and the company places a $10,000 order for its first magazine ads. The magazine was Munsy's.
Candler files suit against the government seeking repayment of the 1898 medicinal stamp tax and wins. He is awarded $29,502. During the trial, expert testimony assures the public that Coca-Cola contains only 1/400th of a grain of cocaine an ounce. Not enough to have any appreciable affect. Candler's 1891 effort to remove all cocaine from the drink was an apparent success. Soon though Candler enlists a New Jersey chemist to make sure once and for all that all cocaine had been removed form what was known as "Merchandise No. 5".
80 Coca-Cola bottling plants are in operation across the country. Up from 32 in 1903, and 47 in 1904.
The Pure Food and Drugs Act is enacted taking effect in 1907.
Samual Dobbs is made director of advertising, taking the reins away from respected company elder Frank Robinson. Dobbs hires Bill D'Arcy of the St. Louis based (and newly founded) D'Arcy Advertising Company. The Coca-Cola company was only he agency's second client, and remained with D'Arcy for nearly a half century.
Believing the drink to be harmful, the War Department bans Coca-Cola sales on U.S. Army Bases. The ban is lifted before the end of the year.
The government orders the seizure of 40 barrels and 20 kegs of Coca-Cola under The Pure Food and Drug Act. They then file suit in federal court alleging criminal fraud believing that the product was adulterated with caffeine. They also believe that the drink was misbranded through its use of Coca and Cola in its name, since it no longer contained either.
By 1909, nearly 400 Coca-Cola bottling plants are operating all across the country. Most of them are family-owned businesses.
The Coca-Cola Bottler magazine, published by Candlers nephew, begins publication.
The first Bottler's Convention is held in Atlanta.
Asa Candler is the richest man in Atlanta, and tired of running the Coca-Cola Company. Born in 1851, he was now 58 years old, and looking towards a philanthropic future.