19-05-2025
- Business
- Business Journals
Coca-Cola UNITED: Refreshing Birmingham for 123 years
Crawford T. Johnson Sr. established Birmingham Coca-Cola Bottling Company in 1902 in a modest facility at 109 North 24th Street. The business was launched with $12,000 of capital, most of which he borrowed. The workforce consisted of himself, one assistant & a delivery mule named Bird. Because competitors were imitating the popular beverage, The Coca-Cola Company and its bottlers designed a uniquely shaped bottle to distinguish it from imposters. In 1915, Birmingham was the site of a secret test to produce what would become, and remains to this day, the world's most recognized commercial symbol – the contour Coca-Cola bottle. Meanwhile, the Coca-Cola System was growing rapidly and Johnson Sr. saw opportunity beyond Birmingham. His sons – Crawford Johnson Jr. & Allen Johnson – joined the business in the 1920s, which allowed Johnson Sr. to focus on acquiring Coca-Cola franchises in other southern markets. WWII brought material and ingredient shortages that severely limited bottling operations. Many of the company's experienced associates joined the military. Johnson Jr. and Allen Johnson volunteered, so Johnson Sr. resumed leading the company. His untimely death in Dec. 1942 left a sudden void in experienced leadership. Strength of family was revealed as Johnson Sr.'s wife, Caroline, having demonstrated skill and determination in important civic endeavors such as the establishment of Children's of Alabama hospital, took over the presidency of the company. She led it until her sons returned from active duty. In the post-war boom, sales hit new heights and the third generation assumed leadership of the company. Bringing fresh entrepreneurial energy, Crawford Johnson III led the integration of four scattered territories into a single company – Coca-Cola Bottling Company United, Inc. (UNITED) — which was incorporated in 1974. Johnson III also advanced the family and company legacy of service to others. In his role as chair of the Coca-Cola Bottlers' Association, he led the creation of the prestigious and national Coca-Cola Scholars program to honor the 100th anniversary of Coca-Cola in 1986. The support of education and scholarships remains an important part of the company's philanthropy today. Retired Chairman and CEO Claude Nielsen, later joined by retired CEO John Sherman and current CEO Mike Suco, ushered in Coca-Cola UNITED's second century — building a talented leadership team and world-class commercial capability, in preparation for significant growth. Coca-Cola UNITED's amazing story continues today. Now with the fifth generation of the Johnson family working in the business, Coca-Cola UNITED has more than 10,000 associates in more than 50 facilities across six southeastern states (AL, FL, GA, LA, MS, and TN.) Historically significant franchises within the Coca-Cola UNITED family include Chattanooga, the world's first Coca-Cola bottler; Atlanta, home of the worldwide Coca-Cola System; and Columbus, Georgia, development site of the original Coca-Cola formula. Since 2014, Coca-Cola UNITED has more than tripled in size, scope and revenues. The stage is set for continued growth as the company continues to bring value and delight for its associates, consumers, customers and communities throughout the southeast. In 2024, Coca-Cola UNITED broke ground on a new facility in Birmingham's Kingston community – an approximate $330 million investment that is expected to create up to 50 new jobs and retain more than 750 jobs in the Magic City. Construction is slated for completion in early 2027. Coca-Cola UNITED in 2013 purchased the land of the former Stockham Valves and Fittings site on 40th Street North, about two miles from its current location off East Lake Boulevard, in the hopes of one day building a new facility. The space will include a 150,000-square-foot multi-floor office complex and a 300,000-square-foot warehouse featuring the leading-edge Vertique case picking system that is among the most advanced in the beverage industry. Coca-Cola UNITED has invested in Vertique technology at six of its locations, including Mobile in 2021. The new facility, which along with its famous trademark will be highly visible to traffic along Interstate 20/59, will house the Birmingham Coca-Cola sales center as well as Coca-Cola UNITED's Corporate, Central Region and North Alabama Division headquarters – the latter of which supports the company's operations in Carbon Hill, Cullman, Florence, Oxford and Tuscaloosa. The company's Classic Food and Vending arm, customer solutions center and services department will also be based in the new facility. For more than 120 years, Coca-Cola UNITED has remained true to its foundational core values of Quality, Excellence, Integrity & Respect. Local relationships, personalized customer service and strong community engagement have been the foundation of the business for more than a century.
