Word: bottlers
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Grilled Barbecuers. That barbecue was held on Nov. 14, 1957 on the secluded, 53-acre estate of one Joseph Barbara, 53, ostensibly a soft-drink bottler, at Apalachin (pronounced Apple-achin') in upstate New York. A state cop stumbled onto it almost by accident: he noticed droves of big black Cadillacs and Imperials pouring into town from all directions, traced them to the place where they converged, and barged in on 60 of the most senior statesmen in U.S. organized crime. On sight of a uniform, the hoods fled through the woods like so many Br'er Rabbits...
Pepsi is giving Coke plenty of competition in other foreign countries, now has some 190 franchises for bottling plants ranging from Iceland to Manila. Pepsi's agreement with bottlers is similar to Coca-Cola's: the bottler owns the plant, buys the concentrate from Pepsi...
...persuaded some of his old friends such as National Theaters Corp.'s Charles P. Skouras to put in Pepsi instead. Abroad, Steele moved into five new countries, bringing Pepsi's foreign markets to 44, and got some important people to push his product. (The Cairo bottler, for example, has close Farouk connections.) Pepsi-Cola's sales are still only 21% of Coca-Cola's, but Steele is not discouraged by that. Sales are at a rate of 130 million cases a year now, up 40% since Steele took over. Al Steele's goal...
...disreputable that they must be discarded), Crocks (bottles chipped on the bottom) and Scuffles (bottles chipped around the trademark) are a hazard to the business and that there are ways of avoiding that hazard through careful tests, proper storage, the use of scuffing inhibitor compounds, etc. Meanwhile, the bottler's advertising department (whose expenses the Coke company shares on a decreasing scale for the first five years) was also getting instruction. Advertising must never be "competitive, offensive, tricky, brash." To be on the safe side, Coke's division headquarters in Rio de Janeiro sent along to Rio Preto...
...last came the great day of the formal opening: the priest blessed the shiny new machines, the mayor made a short speech. But the education of the bottler and his staff had only just begun. There was, after all, a matter far more intricate than the mere running of machines-the matter of selling what the machine produced...