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Coca-Cola relaunches 'Diamond Label'
FoodBev Media

FoodBev Media

9 April 2008

Coca-Cola relaunches 'Diamond Label'

Coca-Cola North America (CCNA) is introducing a special vintage Coca-Cola bottle called the 1906 'Diamond Label' in stores across the US. The introduction of this limited edition bottle follows CCNA’s successful 2007 release of the 1899 'Hutchinson' bottle, which was quickly snatched up by Coca-Cola lovers and collectors alike.

“These one-of-a-kind bottles help people celebrate their special relationship with Coca-Cola that goes beyond its great taste,” said CCNA Sparkling Beverages President and General Manager Hendrik Steckhan. “This package invites consumers to take another journey in time – back to 1906, when the deliciously uplifting product they love was packaged in an equally appealing predecessor of today’s iconic contour glass bottle.”

Before the introduction of the curvy Coca-Cola contour bottle in 1916, Coke was sold in straight-sided bottles. Similar to the bottles used for other beverages, they were distinguished as Coca-Cola bottles from 1900 to 1916 by their diamond-shaped paper labels. * Registered as trademark*

In fact, the diamond paper label itself was registered as a trademark in 1907. The diamond labels included either the place of origin, 'Atlanta, GA,' or the signature of Asa Candler, who was then President of The Coca-Cola Company. Most of the labels have vanished from these early bottles over the years, and examples still bearing their original labels are now greatly prized by collectors.

The 8.5oz (251ml) reproduction 1906 Diamond Label bottles now appearing on US store shelves capture the essence of the original design. The limited edition bottles are available in four-packs that feature the early 20th century Coca-Cola Spencerian script logo and Diamond Label design elements.

Coca-Cola was first bottled in 1894 by Joseph Biedenharn, a candy store owner in Vicksburg, Mississippi, who was impressed by the growing demand for Coke at his store’s soda fountain. Biedenharn began selling the soft drink in a common glass bottle called a Hutchinson, named after its designer.

Various straight-sided bottles were used until 1916, when Coca-Cola bottlers adopted the distinctive contoured shape that is still in use today.

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