Chapter 8c
More Bottles of the Magnolia Coca-Cola Bottling Company
© Bill Lockhart 2000
 
Coca-Cola
     When Magnolia first began bottling Coca-Cola in 1911, a standardized bottle format had not yet been instigated by the parent company.  Each bottler was therefore authorized to provide his own design.  It is possible that in the early days, the parent company either requested or demanded as part of the franchise agreement that the individual franchise unit names not appear on the bottles.  That may explain why Magnolia added "Coca-Cola Bottling Co" as a separate listing in the 1912 City Directory.  Unlike bottles for the Hope flavors discussed above, the name, Magnolia, does not appear on the earliest Coke bottles.
M 9 
Method of Manufacture:  Two-Piece Mold [Machine] 
Color:  Georgia Green 
Size (in cm.):  19.1 (h); 5.7 (d) [19.3 (h); 6.0 (d)] 
Primary Labeling Style:  Embossed/Paper 
Finish:  Crown 
Capacity:  6.5 oz. 
Overall Bottle Design:  Cylindrical 
Front Description 
Shoulder:  Embossed - PROPERTY OF/COCA-COLA/BOTTLING CO./6½ FL. OZ. 
Body:  Bare for paper label - probably the diamond-shaped paper labels used on early Coke bottles 
Heel:  Embossed - ÉL PASO, TEXAS (note accent mark over E) [accent mark is missing on machine-made bottles] [sometimes marked with a period after TEXAS] 
Back Description 
Shoulder:  Bare 
Body:  Bare 
Heel:  Bare 
Base:  Bare 
Manufacturer:  Unknown 
Dating:  [1911-1915] [1915-1920] Bottles of this type date from the inception of the Coca-Cola franchise in 1911 to about 1915 when El Paso bottlers probably changed over to machine-made bottles. Machine-made bottles probably date from about 1915 to 1920. 
Collection(s):  Arturo Senclair Collection; Robert Sproull Collection; author's collection. 
 
Art Senclair
 
 A second bottle used the famous Coca-Cola trademark.
M 10 
Method of Manufacture:  Two-Piece Mold [Machine] 
Color:  Common Green 
Size (in cm.):  18.5 (h); 5.9 (d) [19.4 (h); 5.9 (d)] 
Primary Labeling Style:  Embossed/Paper 
Finish:  Crown 
Capacity:  ca. 7 oz. [7 oz.] 
Overall Bottle Design:  Cylindrical 
Front Description 
Shoulder:  Embossed with the famous script Coca-Cola trademark followed by TRADE MARK REGISTERED [machine-made bottle adds CONTENTS 7 FL. OZ. after TRADE MARK REGISTERED] 
Body:  Bare for paper label 
Heel:  Embossed - PROPERTY OF MAGNOLIA 
Back Description 
Shoulder:  Same as front 
Body:  Bare 
Heel:  Embossed - BOTTLING CO.EL PASO, TEX [machine-made bottle includes OP 37 after TEX. (probably the individual mold number of the bottle--note period after TEX. on machine-made bottle) 
Base:  Embossed - Coca-Cola script logo [Two-piece mold example includes a "ghost" embossment of "oca" "C"--probably miss-seating of the original mold] 
Manufacturer:  Unknown 
Dating:  [1911-1915] [1915-1920] This bottle style spans the changeover between bottles that were blown into a mold (two-piece mold process) and machine-made (probably semi-automatic) containers.  Although Coca-Cola adopted the "hobble-skirt" bottle in 1916, all franchises had not implemented the new container until 1920.  The presence of two pre-hobble-skirt bottles, labeled Coca-Cola, probably indicates that Magnolia was not one of the earliest implementing franchisers. 
Collection(s):  Rick Chaves collection; Robert Sproull collection; author's collection. 
 
 
     In 1915, the standardized "hobble-skirt" bottle was designed by Earl Dean and patented by Alex Samuelson of Root Glass Company but was not actually available for use by franchisers until the following year.  Kendall (1979:13) suggests that the 1915 bottle was not actually used until 1917.  Kendall also points out that some companies did not use the 1915 bottle at all (although Magnolia certainly did use the 1915 bottle) and only began using the hobble-skirt design with the 1923 bottle.  Use of the straight-sided Coke bottles could therefore extend as late as 1923.  Although the parent company encouraged its subsidiaries to adopt the new packaging, it was not until 1920 that universal compliance was attained (Munsey 1972:57-59).  Although minor changes have occurred, the distinctive Georgia Green bottles remained an identifier of Coca-Cola until plastic packaging necessitated a change in shape.  These minor changes allow a relatively fine dating of Coca-Cola bottles after 1915. 
     Because of the numerous bottle styles used by Magnolia prior to the adoption of the "hobble-skirt" bottle, El Paso was likely one of the franchises that did not switch immediately in 1916.   Advertisements from 1920 El Paso newspapers show drawings of the "hobble-skirt" bottle.  One such ad states 
 
It's a good all-year-round drink, because it's so tasteful and exhilarating.  Its sparkle, its snappiness, its pleasing flavor, will win your approval and make the practice of asking for it habitual.  At all dealers, or by the case from us.  We bottle all kinds of soda water, in all flavors (EPH 6/3/1920 5:6).
 
M 11 
Method of Manufacture:  Machine 
Color:  Georgia Green 
Size (in cm.):  19.7 (h); 6.0 (d - at center) 
Primary Labeling Style:  Embossed 
Finish:  Crown 
Capacity:  6 oz. 
Overall Bottle Design:  Cylindrical with "hobble-skirt" shape--bulge in center labeling area, narrowing below labeling area, flaring to base with vertical ribs above and below labeling area 
Front Description 
Shoulder:  Embossed vertical ribs 
Body:  Embossed - Coca-Cola (script)/TRADE MARK REGISTERED/BOTTLE PAT'D NOV. 16, 1915 
Heel:  Embossed vertical ribs 
Back Description 
Shoulder:  See front 
Body:  Embossed - Coca-Cola (script)/TRADE MARK REGISTERED/MIN. CONTENTS 6-FL. OZS. 
Heel:  See front 
Base:  Embossed - EL PASO (downward arch)/TEXAS (horizontal) 
Manufacturer:  Unknown 
Dating:  (ca. 1920-ca. 1926) 
Collection(s):  Arturo Senclair collection; author's collection. 
 
 

 
     In 1955, Coca-Cola expanded the size constraints of its products to ten, twelve, sixteen, and twenty-six ounce
 bottles.  However, twenty-six ounce bottles were probably not introduced until the mid-1960s.

 
M12
Method of Manufacture:  Machine
Color: Georgia Green
Size (in cm.): 29.8 (h - includes cap); 8.4 (d - center); 7.4 (d - skirt indent); 8.4 (d - heel)
Primary Labeling Style: White ACL
Finish:  Crown
Cap: Rolled steel crown cap - red ring around white circle on top - Coke/(caramel colored); around skirt - BOTTLED UNDER AUTHORITY OF THE COCA-COLA COMPANY, ATLANTA, GEORGIA
Capacity: 26 oz.
Overall Bottle Design:  Cylindrical
Front Description 
Neck/Shoulder: White paper price tag with red printing and blue, handwritten ink: PRICE:
(red) 2/69¢(handwritten in blue ink)/DEPOSIT: 5¢ (red)
Body: White ACL - Coca-Cola (script)/TRADE-/MARK ®   1 PT. 10 FL. OZ.
Skirt: Embossed - 66 18
Back Description 
Neck/Shoulder: Bare
Body: White ACL - Coke /TRADE-/MARK ®   1 PT. 10 FL. OZ.
Heel: Bare
Base:  Embossed - EL PASO (downward arch)/BOTTLE TRADE MARK ® (in a circle around I-in-an-oval/F in the center)/TEX (upward arch); Owens ring; knurled resting point
Manufacturer: Owens Illinois (1954-present)
Dating: [ca. 1963-ca. 1970] Magnolia first began using 26-ounce bottles about the mid-1960s (Lucky interview--see below).  The parent company bagin the use of Coca-Cola on the front and Coke on the back in White ACL until 1963 (Munsey 1972:63).  This individual bottle was probably made in 1966.
Collection(s): Author’s collection.

 
     At least two dating schemes have been developed for Coca-Cola "Hobble-Skirt" bottles.  Cecil Muncey provided the first one. 

Table 1. Coca-Cola Bottle Changes According to the Parent Company (Munsey 1972:62-63)
 

Date Type of Change
1916 Bottle embossed "BOTTLE PAT'D NOV 16, 1915"
1624 Bottle embossed "BOTTLE PAT'D DEC. 25, 1923
1937 Bottle embossed "BOTTLE PAT. D105529"
1948 "MINIMUM CONTENTS 6 FL. OZS." changed to "6½ FL. OZ."
1951 "BOTTLE PAT. D105529" changed to "IN U.S. PATENT OFFICE"
1955 City and state embossment on bottle bottom removed
1958 "COKE" on neck of bottle in ACL
1960 "IN U.S. PATENT OFFICE" replaced by "TRADE MARK®"
1963 1. Reappearance of city & state on bottle bottom; 2. "COKE" moved from neck to shoulder with "COCA-COLA" on opposite shoulder; 3. "6½ OZ." added to one shoulder panel
1965 A second "6½ OZ." add to another shoulder panel

    Both Kendall (1979) and Pollard (1993) disagree with parts of Munsey's chronology.  Kendall suggested that a lag existed between the date the parent company suggested design changes and the date that franchisers actually used the new bottles.  Pollard noticed discrepancies in his empirical data generated by observation of numerous Coke bottles in Plattsburgh, New York. My observation of Coke bottles from El Paso and southern New Mexico supports Pollard's research.  I offer a comparison between the three chronologies. 
Table 2.  Dating Schemes for "Hobble-Skirt" Coca-Cola Bottles
 

Type of Change Begin End Citation
. 1916 . Munsey 1972:62
BOTTLE PAT'D NOV 16, 1915 1917 1930 Kendall 1978:7
. 1916 1923 Pollard 1993:45
. 1924 . Munsey 1972:62
BOTTLE PAT'D DEC. 25, 1923 1926 1938 Kendall 1978:7
. 1924 1937 Pollard 1993:45
. 1937 . Munsey 1972:63
BOTTLE PAT. D105529 1938 1951 Kendall 1978:7
. 1937 1951 Pollard 1993:45
6 FL. OZS. changed to 6½ FL. OZ. 1948 . Munsey 1972:63
TRADE MARK REG. 6 OZ. 1951 1959 Kendall 1978:7
TRADE MARK REG. 6½ OZ. 1957 1965 Kendall 1978:7
IN U.S. PATENT OFFICE 1951 . Munsey 1972:63
. 1951 1963 Pollard 1993:45
City & State Embossment on base 1916 1955 Munsey 1972:63
. 1916 1958 Pollard 1993:45
COKE in ACL on neck 1958 . Munsey 1972:63
. 1958 . Pollard 1993:45
TRADE MARK® 1960 . Munsey 1972:63
City & State Embossment returns 1963 . Munsey 1972:63
. 1963 . Pollard 1993:45
ACL COKE & COCA-COLA in body center labeling area 1963 . Munsey 1972:63

     Older Coca-Cola bottles are embossed with an additional method of dating.  Located on the base or along the heel of the bottle or between the heel and the labeling area are a series of numbers, the first two separated from the remaining two numbers by a dash or a manufacturer's mark.  A designation of 12-24 would indicate mold #12 manufactured in 1924.  More recent bottles still use a four-digit system, but the first digit indicates the year; second, the mold; third, a manufacturer's symbol; and finally the glass plant number (Munsey 1972:59). 

    Pollard (1993:46-47) notes difference in markings on Plattsburgh, New York, Coca-Cola hobble-skirt bottle bases.  Dissimilarities also exist in El Paso bases.  In bases of bottles prior to the "IN U. S. PATENT OFFICE" version, the differences within styles (as opposed to between styles) appears to be controlled by the manufacturer.  For example: the BOTTLE PAT. D-105529 with TEX. in the center is made by Owens Illinois Glass Co. (see Table 3); the one with TEX. at the bottom is made by Latchford Glass Co.; and the one with TEX. extending vertically up the center is made by Chattanooga Glass Co. (unfortunately, I no longer have access to the one with TEXAS across the bottom).  I suspect that more base patterns will eventually be discovered. 
 

Table 3.  Differences in Basal Markings on El Paso Coca-Cola Hobble-Skirt Bottles
     In 1955 the Coca-Cola parent company broke with its long-standing policy of only utilizing a single-sized container for their product.  In addition to the original 6.5 ounce size, the company introduced ten, twelve, sixteen, and twenty-six ounce bottles.  Magnolia introduced at least the ten ounce size in 1955, although Smith was reluctant to break with the traditional smaller packaging (Munsey 1972:60; EPT 6/28/1977 G13:1).  In 1959, the local plant added the twelve-ounce size, but an outside push was required before management would install the required machinery for larger sizes.  The push came from the Navarro brothers who introduced Three V Cola and Vess flavors in sixteen-ounce bottles in 1962.  The sixteen-ounce container "sold like crazy."  Thomas C. Lucky advocated the larger packaging and eventually convinced the plant manager to join him in a covert visit to a local Circle K convenience store where the two men observed the high-volume sales of Vess and 3V in sixteen-ounce sizes.  Shortly afterward, Magnolia introduced Coca-Cola's sixteen-ounce container.  However, the new packaging was not without its problems.  Aside from the introduction of new machinery to bottle the product, the new containers were heavy.  Even some of the experienced, long-term route salesmen developed back trouble.  Although the switch to sixteen-ounce bottles returned Magnolia's sales volume to its original level, it caused a great deal of extra work (Lucky interview). 
 
The parent company again broke tradition in 1960 with the introduction of Fanta and Sprite, followed by the diet drink, Tab.  In 1966 Fresca was added to the line.  By this time franchise concurrence was almost instantaneous with parent company development, so Magnolia added the new products to their line during the early 1960s.  Mr. Pibb, a competitor to Dr Pepper, was initiated in 1972, and a thirty-two ounce returnable bottle was added to the product line in 1973 (Munsey 1972:60).  Magnolia added Dr. Pepper and the additional flavors of Big Red, Lipton Tea, and Dad's Root Beer with the purchase of the Dr. Pepper Bottling Co. of El Paso in May 1980 (EPT 5/1/1980 B1:1). 
 Although advertisements are not always accurately datable, they do produce an approximate time table for the introduction of new products.  Note in Table 4 that the advertisement for the Dr. Pepper additions to the Magnolia Company line do not appear until the following year (1981). 

Table 4.  The Appearance of New Products in El Paso Coca-Cola Advertisements 
 (From El Paso City Directories and Telephone Directories)
 

Date Addition or Deletion of Product
1963 Adds Fanta
1964 Adds Tab
1965 Adds Fresca
1974 Adds Sunrise
1977 Adds Mr. Pibb
1978 Adds Schweppes and Hi-C
1980 Adds Dr Pepper, Dad's Root Beer, Sunkist, Sparkling Welch's, Tipton Ice Tea, Big Red, Rondo, Squirt; Discontinues Mr. Pibb and Sunrise
1982 Replaces Dad's Root Beer with A & W Root Beer; Drops Fanta
1983 Adds Diet Coke
1984 Drops Lipton Ice Tea, Rondo, and Fresca
1985 Drops Big Red
1986 Drops Squirt
1988 Drops Hi-C
1989 Drops Schweppes
 
Table of Contents
Chapter 9a - Union and Nicholson Bottling Works