While Coca-Cola was built on the idea of a “perfect” 6.5-oz. pour, the push to upsize began in 1955 when the company introduced its first king-sized bottle after only selling Coca-Cola in 6.5-oz bottles for more than 50 years. Then, in subsequent years, Coke’s internal financial model of selling beverage concentrate to bottlers incentivized the company and bottlers to focus on volume growth.
Today, however, the Coca-Cola system in North America is turning this model on its head as it realigns its business to what makes Coca-Cola unique and special to consumers.