Chapter 10e
Bottles of Bottles of Seven-Up Bottling Co. and Seven-Up Royal Crown Bottling Co.
© Bill Lockhart 2000
Seven-Up Bottling Company of El Paso 
Seven-Up
     The forest green color of the Seven-Up bottle has become as much of an American tradition as the Georgia Green of the Coca-Cola bottle.  Because the green bottle was not in universal use throughout the United States until 1950 (Rodengen 1995:85), one of the older, paper label bottles may have been used in El Paso during the early years of Seven-Up bottling in the city.  Forest green and amber bottles were used in both typical configuration and a more squat appearance and contained paper labels prior to the use of ACL labeling.  Although the type of bottle possibly used in El Paso is currently unknown, amber bottles were in use in other Texas cities, notably, Dallas, Harlingen, and Houston (Munsey & Fowler 1968:11).
SU 01 
Method of Manufacture:  Machine 
Color:  Amber 
Size (in cm.):  24.5 (h); 6.7 (d) 
Primary Labeling Style:  Paper 
Finish:  Crown 
Capacity:  12 oz. 
Overall Bottle Design:  Cylindrical 
Front Description 
Shoulder:  White shoulder label horizontally rectangular in shape and centered around a red square that featured, 7up, in grey-shadowed red letters with several upwardly moving bubbles.  The designation, REG. U. S. PAT. OFF. appeared in very fine print below the "up."  On each side of the logo was a grey arrow pointing toward the center.  The left arrow contained white lettering with the message, You Deserve/the Original; the right counterpart continued, That's Your/Assurance. 
Body:  Same red, white, and grey logo as on shoulder label in upper center.  To the left and below the logo appeared a grey silhouette of a lady in a bathing suit with upraised arms staring at numerous upwardly rising bubbles.  Grey lettering to the right of the logo stated that, Seven- Up/Settles the/Stomach/For Hospital/or Home use.  Similar lettering below informed that, 7-Up is more than a mixer if you pour/gently.  Do not stir out the CO2--it blends/out the heady fumes./A very fine thirst drink . . . A Cooler off--A Fresher up./7-UP BOTTLING COMPANY/316 North First St.  Albuquerque, N. M./Contents 12 Fl. Oz./Printed in U. S. A.     © 1935 BY THE HOWDY CO. 
Back Description 
Shoulder:  Bare 
Body:  Bare 
Base:  Embossed - I-in-an-oval-superimposed-on-a-diamond 
Manufacturer:  Owens Illinois Glass Company (1929-1954) 
Dating:  [1937?-1939?] Bottles of this type may have been used prior to 1939, but the type of early containers employed by the El Paso company is uncertain. 
Collection(s):  Robert Bejarano collection, Pepsi-Cola Company, El Paso.
 
Robert Bejarano
 
     Long before 1950 (the date of universal use of standardized bottles by all Seven-Up franchises), the El Paso franchise used the standardized container.  It appeared as early as 1939 in an ad that featured Al Randle, Jr., who was just one year old at the time (Richard Chavez collection.  Al identified and dated the ad.  For the story behind the ad, see the Foreword). 

     The early ACL Seven-Up bottles contained eight bubbles on the front body label.  An unsubstantiated rumor (overheard at a bottle collectors' convention) stated that someone in the main office noticed the number and suggested that since the drink was called seven-up, seven bubbles would be more appropriate, and the design was changed.  Subsequent bottles were enameled with only seven bubbles.  It is unlikely that any of these early, eight-bubble bottles were used in El Paso.

     An unsubstantiated rumor (from an ad on eBay) stated that someone in the main office noticed the number and suggested that since the drink was called seven-up, seven bubbles would be more appropriate, and the design was changed.  Subsequent bottles were  enameled with only seven bubbles.

     The rumor is now empirically substantiated, and bottles of this type were obviously used in El Paso, probably between 1937 and 1939.  Based on this new evidence, it is probable that these 8-bubble bottles were the first ones used in El Paso, although the possibility of paper label bottles in the franchise still exists.  The eight-bubble version differs from the later (and much more common version) in three major ways.  First, the neck/shoulder area is embossed with a large 7up.  Second, the message on the back body is very different (see below). Third, the front logo contains eight bubbles. 

 
SU2-1 
Method of Manufacture:  Machine 
Color: Forest Green 
Size (in cm.): 20.3 (h); 6.0-6.1 (d) 
Primary Labeling Style: White and Red ACL 
Finish:  Crown 
Capacity: 7 oz. 
Overall Bottle Design:  Cylindrical 
Front Description   
Neck/shoulder: Embossed - 7 up (large) 
Body: ACL - A white square frame surrounded the silhouette of a woman in a bathing suit with upraised arms accompanied by a red shield containing the characters 7up and eight bubbles (all in white).  A white area below the shield was stenciled through to the green bottle color with REG. U. S. PAT. OFF. [same as the next variation except for eight bubbles in the red shield]  
Heel: Bare 
Back Description   
Neck/shoulder: Same as front 
Body: White ACL - A COOLER OFF/A FRESHER UP/FOR THE STOMACH'S SAKE/DON'T SHADE OR STIR/YOU LIKE 7UP/IT LIKES YOU/________.________/CARRYING THE 7-UP TRADEMARK/THIS BOTTLE MUST/NOT BE USED FOR/ANY OTHER DRINK 
Heel: Bare 
Base:  Embossed - 7 UP BOTTLING CO INC (downward arch)/ 3 I-in-an-oval-superimposed-on-an-elongated-diamond 7/5/EL PASO (slight downward arch)/TEX. 
Manufacturer: Owens Illinois Bottling Co. (1929-1954) 
Dating: [1937-1938] These bottles almost certainly were used during the first year that the Seven-Up Bottling Company was in business and may have been used during the second.  We know from the 1939 ad that the next version was used by 1939. 
Collection(s): Author's collection.
 

 
 The more common "swim suit" bottle was in longer use by the company.
SU 02 
Method of Manufacture:  Machine 
Color:  Forest Green 
Size (in cm.):  20.2 (h); 5.9 (d) 
Primary Labeling Style:  White and Red ACL 
Finish:  Crown 

Capacity:  7 oz. 
Overall Bottle Design:  Cylindrical 
Front Description 
Neck:  White ACL shield with the characters 7up and rising bubbles. 
Body:  A white square frame surrounded the silhouette of a woman in a bathing suit with upraised arms accompanied by a red shield containing the characters 7up and bubbles (all in white).  A white area below the shield was stenciled through to the green bottle color with REG. U. S. PAT. OFF. 
Back Description 
Neck:  Same as front 
Body:   White ACL - THE "Fresh Up" DRINK/CONTAINS CARBONATED WATER,/SUGAR, CITRIC ACID, LITHIA AND/SODA CITRATES. FLAVOR DERIVED/FROM LEMON AND LIME OILS./YOU LIKE IT/IT LIKES YOU/CONTENTS 7 FL. OZS./THIS TRADEMARKED BOTTLE MUST NOT/BE USED FOR ANY OTHER DRINK/7UP BOTTLING CO. OF EL PASO/EL PASO, TEXAS  [A FRESH UP/DRINK/ FOR THE STOMACH'S SAKE/DO NOT STIR OR SHAKE/YOU LIKE IT/IT LIKES YOU/ CONTENTS 7 FL. OZS./CARRYING THE 7-UP TRADEMARK/THIS BOTTLE MUST/NOT BE USED FOR /ANY OTHER DRINK/7-UP BOTTLING CO. OF EL PASO/EL PASO, TEXAS. (note: this is probably the earlier of the two labels]
Base:  Embossed - "G" in a square  [G94/Duraglas/7 I-in-an-oval-superimposed-over-an-elongated-diamond 51/10-] [G94/Duraglas (script)/3 I-in-an-oval-superimposed-over-an-elongated-diamond 4./7]
Manufacturer:  Glenshaw Glass Company (1932-present) [Owens Illinois Glass Company (1929-1954); Duraglass (after 1940)] 
Dating:  [1939-1953] Such bottles were likely used from 1939 to 1953 (Bates et al 1992b:6-12), the last year that the lady with the bubbles appeared on the label.
Collection(s):  Lawrence Angus Collection; Mike Morrison Collection, Las Cruces; Bill Ward Collection, Oro Grande, New Mexico; author's collection.
 

Lawrence Angus
 
     About 1953, the lady disappeared from the label.
SU 03 
Method of Manufacture:  Machine 
Color:  Forest Green 
Size (in cm.):  24.0 (h); 6.6 (d) [7-oz - 20.2 (h); 5.8 (d)] 
Primary Labeling Style:  White and Red ACL 
Finish:  Crown 
Capacity:  12 oz. [7 oz.]
Overall Bottle Design:  Cylindrical 
Front Description 
Neck/Shoulder:  White double lines had been added to the right and left sides of the neck shield which had also been placed slightly lower to accommodate the words, Fresh Up" (script)/with, above the logo. [7-oz - same as previous (SU 02) bottle] 
Body:  Essentially the same as above except for the removal of the lady in the bathing suit and REG. U. S. PAT. OFF.  White double lines had been added as in the neck shield, and the motto, YOU LIKE IT  IT LIKES YOU was appended below the logo. [7-oz - same] 
Back Description 
Neck/Shoulder:  Same as front [7-oz - same as front] 
Body:  SEVEN-UP/YOU LIKE IT  IT LIKES YOU/CONTAINS/CARBONATED WATER, SUGAR,/CITRIC ACID, SODIUM CITRATE,/FLAVOR DERIVED FROM LEMON/AND LIME OILS./"Fresh Up" (script) WITH 7up/CONTENTS 12 FL. OZS./SEVEN-UP BOTTLING CO./OF EL PASO, EL PASO, TEXAS with 3 dots under the "EL" [7-oz - same except CONTENTS 7 FL. OZS. followed by 3 dots; not dots under "EL"] 
Base:  Embossed - G-286/Duraglass (script)/7 I-in-an-oval 59/20 [also 7 I-in-an-oval 63/10] [7- oz - G-94/Duraglass (script)/9 I-in-an-oval 56/5.] 
Manufacturer:  Owens Illinois Glass Company (1954-present) 
Dating:  [1954-ca. 1968] These bottles were likely used from 1954 to about 1968 (Bates et al 1992b:11). 
Collection(s):  Author's collection.
 
Willie Terrazas Rick Chavez
 
     A second bottle style may have been used at the same time.  It is currently unknown if bottles of this type were used in El Paso.
SU 04 
Method of Manufacture:  Machine 
Color:  Forest Green 
Size (in cm.):  20.2 (h); 5.8 (d) [10 oz. - 24.0 (h); 6.6 (d)] 
Primary Labeling Style:  White and Red ACL 
Finish:  Crown 
Capacity:  7 oz. [10 oz.] 
Overall Bottle Design:  Cylindrical 
Front Description 
Neck/Shoulder:  A white enameled square with rounded corners formed a background for a red square with white letters, 7up, along with enameled bubbles.  Stenciled lines on top and bottom of the white background allowed the green bottle color to show through; 7 FLUID OUNCES, appeared below the logo. [10-oz. - 10 FLUID OUNCES] 
Body:  A similar, enlarged logo with two horizontal white lines extending from left and right top; ® symbol migrated to the lower left corner of the red area.  Below the logo was the message, YOU LIKE IT  IT LIKES YOU. 
Back Description 
Neck/Shoulder:  Same as front 
Body:  White ACL - SEVEN-UP/YOU LIKE IT  IT LIKES YOU/CONTAINS/CARBONATED WATER, SUGAR,/CITRIC ACID, SODIUM CITRATE,/FLAVOR DERIVED FROM LEMON/AND LIME OILS./"Fresh Up" (script) WITH 7up 
Base:  Embossed - I-in-an-Oval with year designation - 65 [LG 69] 
Manufacturer:  Owens Illinois Glass Company (1954-present) [Liberty Glass Company (1954- present)] 
Dating:  [1954-1969] Bottles of this type may also have been used from 1954 to 1969, although the use of the red neck logo may have begun in the early 1960s. 
Collection(s):  Willie F. Terrazas collection; Robert Bejarano collection, Pepsi-Cola Company, El Paso.
     About 1969, the Seven-Up Company switched to a new configuration.  The most notable change was that the identifying, 7 UP, was enameled vertically up the body front so as to be read with the bottle on its side, finish pointing to the right.  Containers of this type were made in ten- and sixteen-ounce sizes (Bates et al 1992b:13).
Like, Sugar Free, and Diet Seven-Up
     When Seven-Up first entered into the field of sugar free beverages in 1963, the new drink was named Like.  The returnable bottle was a darker green than the regular Seven-Up bottle with a white-bordered horizontal red oval on the neck with the word, Like, centered in the oval and REG. U. S. PAT. OFF. below it.  The words, DIETS LIKE appeared above the oval.  An identical logo appeared on the body front followed by ARTIFICIALLY SWEETENED/SPECIAL DIETARY/CARBONATED BEVERAGE, with THE DIET DRINK OF SEVEN-UP QUALITY on a white-outlined red bar just above the heel (Rodengen 1995:97). 

     The name was changed to Sugar Free Seven-Up in 1973.  The bottle was once again emerald green with the words, SUGAR/FREE outlined in large red dots on the shoulder below three white dots on the neck.  A series of white dots, three deep, made a logo, saying, 7UP, on the body front with a small red tilted square under the slope of the "7." Inside the tilted square was a smaller 7up in white with the container size information below (Rodengen 1995:97). 

     A final name change to Diet Seven-Up was initiated in 1979.  Again, three white dots graced the neck, followed by a white-outlined red rectangle containing the word, DIET.  The word, 7 UP with ® under the extension of the "P," was centered under the red rectangle, followed by RETURN FOR DEPOSIT.  On the body front, 7 UP® appeared in large block letters with the word, DIET, superimposed over the "UP" in a diagonal white-outlined red rectangle.  Along the heel was the message, 16 FLUID OUNCES (1 PINT) (Rodengen 1995:97).
Sun Spot 
     The Seven-Up Bottling Company began distributing Sun Spot fairly early, possibly as soon as the drink became available in 1938. The Sun Spot Bottling Company, however, was in business in El Paso in 1948 (possibly 1947), so the appearance of the product at Seven-Up may have postdated that period (see section on Single-Year Bottlers for Sun Spot Bottling Company).  The beverage was franchised by the Sun Spot Company of America, Baltimore, Maryland (Riley, 1958:268, 286-288).
SU 05 
Method of Manufacture:  Machine 
Color:  Colorless 
Size (in cm.):  24.3 (h); 6.4 (d) 
Primary Labeling Style:  White and Red ACL 
Finish:  Crown 
Capacity:  10 oz. 
Overall Bottle Design:  Cylindrical with stippling over entire body 
Front Description 
Shoulder:  White ACL - Bottled Sunshine (script) 
Body:  Red ACL circle superimposed on a white circle with the words Sun/Spot in white.  Below the circle to the left were the initials T.M./REG. and to the right:  ©/1938 
Back Description 
Shoulder:  Bare 
Body:  White ACL - For/Real/Enjoyment/Serve Cold 
Base:  Embossed - I-in-an-oval-superimposed-on-a-diamond & Duraglass (script) - year designation 48/CONTENTS 10 FL. OZ. 
Manufacturer:  Owens Illinois Glass Company (1929-1954) 
Dating:  [1938-?] Bottles of this type were used from around 1938, but the termination date is unknown 
Collection(s):  Willie F. Terrazas collection.
Howdy Orange
     Although Howdy Orange had been originally introduced in El Paso by Nicholson bottling works in 1925, the beverage had been discontinued by the local bottler after the end of Prohibition.  The Seven-Up Bottling Company revived Howdy possibly as early as 1940.
SU 06
Method of Manufacture:  Machine
Color:  Colorless
Size (in cm.):  24.0 (h); 6.1 (d); 5.6 indentation diameter
Primary Labeling Style:  Red and White ACL
Finish:  Crown
Capacity:  10 oz.
Overall Bottle Design:  Cylindrical with four evenly-spaced indentations circumscribing the body
Front Description 
Neck/Shoulder:  A white rectangular bubble, similar to those used to indicate speech in the comic strips, enclosed a red area with the word, "Howdy" in white.  A ® symbol rested at the foot of the "Y."  The designation, 10 FL. OZS. appeared above the bubble.
Body:  Bare
Back Description 
Neck/Shoulder:  Same as front
Body:  Bare
Base:  Embossed - I-in-an-oval with year designation - 62.
Manufacturer:  Owens Illinois Bottling Company (1954-present)
Dating:  [1950 or later - ?] Probably used after 1950, possibly not until early 1960s
Collection(s):  Willie F. Terrazas collection.
 
Willie Terrazas
 
Frostie Root Beer
     Frostie Root Beer first appeared in the Seven-Up Royal Crown advertisement in 1970.  Although Frostie no longer appeared in the ads after 1972, it may have continued to be a sales item for the company until a later date (EPTD 1970-1978).  The first ACL colorless bottle was short and squat with pale yellow (cream) monochrome coloration.  The cream color formed a background on the body front for a stenciled logo that said, Frostie Old Fashioned (script)/ROOT BEER.  A stenciled cameo profile graced the center of the label.  Bottles of this type appeared nationally from the mid-1940s to about 1959, but it is unclear whether they were used in El Paso (Bates et al 1996a:F-9).
SU 07
Method of Manufacture:  Machine
Color:  Colorless
Size (in cm.):  21.6 (h); 6.1 (d)
Primary Labeling Style:  Cream and Red ACL
Finish:  Crown
Capacity:  10 oz.
Overall Bottle Design:  Cylindrical with rounded shoulder and swelled (beer-style) neck - embossed orange-peel surface on all but labeling areas
Front Description 
Neck:  Cream ACL - Frostie
Shoulder:  Embossed orange peel
Body:  A cream-colored ACL line separated the body front label from the orange-peel embossing, followed by a drawing of a bearded caricature with a pointed hat (presumably representing Jack Frost).  To the right of Jack, a script message proclaimed, You'll love it!, in red backed by cream.  Beginning at the beard and stretching across the labeling area was the word, Frostie, again in cream-backed red letters.  Cream script next stated, Old Fashion, followed by a cream background with ROOT BEER in red letters.
Back Description 
Neck:  Same as front
Shoulder:  Embossed orange peel
Body:  All cream ACL.  A frame surrounded the words, Frostie Old Fashion/Tasty [cameo face] Creamy/ROOT BEER.  Below was You'll love it! in script, followed by CONTAINS CARBONATED WATER, SUGAR, NATURAL/AND ARTIFICIAL FLAVOR, CARAMEL COLOR ADDED.    A line separated CONTENTS 10 FL. OZ. from the above message; another line followed, then PROPERTY OF FROSTIE FRANCHISEE/BOTTLED UNDER AGREEMENT OF/THE FROSTIE COMPANY/BALTIMORE 28, MD.
Base:  Embossed - C in a circle
Manufacturer:  Chattanooga Glass Company (1925-present)
Dating:  [1960-1969] Bottles of this type were used from at least 1960 to 1969.
Collection(s):  Willie F. Terrazas collection.
 
Willie Terrazas
 
     A second style followed.
SU 08
Method of Manufacture:  Machine
Color:  Colorless
Size (in cm.):  24.6 (h); 5.9 (d - upper body); 5.6 (d - orange peel section) [28.3 (h); 6.4 (d - upper body) 6.1 (d - orange peel section)]
Primary Labeling Style:  Cream and Red ACL
Finish:  Crown
Capacity:  10 oz. [16 oz.] Also available in 10, 12, and 16 ounces.
Overall Bottle Design:  Cylindrical with smooth surface from lip to ca. halfway down body to an embossed "frost line" (i.e. an irregular line attempting to reproduce snow melting from a roof), followed by an orange peel surface to the heel.
Front Description 
Neck:  Cream ACL - Frostie
Body:  The word, Frostie, in red ACL on a cream background and the drawing of Jack Frost followed by the words, You'll love it!/10 FL. OZ. [ONE PINT]
Back Description 
Neck:  Same as front
Body:  Smaller rendition of front logo, followed by cream-colored ACL lettering, CONTAINS CARBONATED WATER, SUGAR, NATURAL/AND ARTIFICIAL FLAVOR, CARAMEL COLOR ADDED/___________________/PROPERTY OF FROSTIE FRANCHISEE/BOTTLED UNDER APPOINTMENT OF/THE FROSTIE COMPANY/CAMDEN, N. J. 08103 [Camden 4, N. J.]
Base:  Embossed - LG 73/933 34 [LG 76/935 22]
Manufacturer:  Liberty Glass Company (1954-present)
Dating:  [late-1960s-mid-1970s] Bottles of this type were likely used from the late 1960s until Frostie was discontinued by Seven-Up sometime after 1972.  The containers were used nationally until the mid- to late 1970s.
Collection(s):  Robert Bejarano collection; author's collection.
 
 
Kickapoo Joy Juice
     Kickapoo Joy Juice was promoted by Al Capp and was based on two of his characters from the Lil' Abner cartoon strip who brewed a noxious concoction that was so potent, it usually blew them (at least figuratively) off the face of the Earth.  Capp convinced the National NuGrape home office that a drink based on the cartoon would sell to the American public, and NuGrape offered it to their franchises in February, 1965.  The drink never achieved the popularity that Capp had hoped for and was withdrawn after five years.  The Randles may have only used the ten-ounce bottle in El Paso.  I have never seen a twelve-ounce example in the area.
SU 09
Method of Manufacture:  Machine
Color:  Forest Green
Size (in cm.):  24.5 (h); 6.0 (d)
Primary Labeling Style:  White and Red ACL [Yellow and Red ACL]
Finish:  Crown
Capacity:  10 oz. [12 oz.]
Overall Bottle Design:  Cylindrical
Front Description 
Neck:  White cloud with KICKAPOO/JOY JUICE in red above a white 10 FL. OZ. [same but 12 FL. OZ.]
Body:  Larger white cloud sweeping upward from the planet Earth above a universe composed of stars and planets (including two versions, of the planet, Saturn).  Within the cloud were the two Capp characters bouncing in their wooden vat, each with a soft drink bottle in hand.  Above the vat and characters were the words, KICKAPOO/JOY JUICE.  In fine print below the  logo appeared the message, © 1965 CAPP ENTERPRISES, INC.
Back Description 
Neck:  Same as front
Body:  White ACL - KICKAPOO/JOY JUICE/[T-in-a-circle], followed by the script words, The Original/Dogpatch Recipe, in an upward diagonal.  The final message stated, LICENSED BY AND © 1965/NATIONAL NUGRAPE CO.
Base:  Embossed - 15 I-in-an-oval 65/2 [20 I-in-an-oval 65/20268-C/4A
Manufacturer:  Owens Illinois Glass Company (1954-present)
Dating:  [1965-1970] Bottles of this type were offered by Seven-Up Bottling Company in El Paso from 1965 to 1970.
Collection(s):  Willie F. Terrazas collection, author's collection.
 
Willie Terrazas
 
6 Tone
 Little is currently known about these bottles.
SU 10
Method of Manufacture:  Machine
Color:  Colorless
Size (in cm.): 16.5 (h); 6.5 (d)
Primary Labeling Style:  White and Yellow ACL
Finish:  Crown
Capacity:     7 oz.
Overall Bottle Design:  Squat-style cylindrical with slightly recessed labeling area around body
Front Description 
Body:  A white-outlined yellow ACL bell with white outlined scroll on top, superimposed with an upwardly slanted white rectangle containing 6 TONE (stenciled) on a stenciled music staff with six notes interspersed within the letters
Heel:  Embossed - G 1307
Back Description 
Body:  Yellow ACL - Serve Cold (upwardly-slanted script)/A NEW NOTE IN/REFRESHMENT/CONTENTS 7 FL. OZS./7 UP BOTTLING CO. OF EL PASO, INC./EL PASO, TEXAS
Base:  Embossed  9 I-in-an-oval-superimposed-on-a-diamond 1/Duraglass/3. [same but 1.] Base is stippled and contains an Owens ring
Manufacturer: Owens Illinois Glass Co. (1929-1954)
Dating: [early 1940s-early 1950s] Because the bottle contains an ACL label, it cannot predate 1934.  The author's example is dated 1941, and an example in Bates (1996:S-7) dates at 1949.  A probable date is from the early 1940s (when this example was made) to the late 1940s or early 1950s.
Collection(s):  Jim Cullen collection, San Marcos, Texas; author's collection.
 
[Jim Cullen]
 
Table of Contents
Chapter 10f - Bottles of Canada Dry Bottling Co., Wes-Tex Custom Bottlers, and Kalil Bottling Co. 
Updates
.