From Mule-Drawn Wagon to $330 Million Headquarters: The Coca-Cola Journey in Birmingham
Spanning over a century, the history of Coca-Cola in Birmingham, Alabama began in 1902 with a mule-drawn wagon and a pioneer named Crawford T. Johnson Sr. Today, it stands as a testimony to progress and determination, with plans for a new $330 million headquarters.
A Mule, a Wagon, and a Bottling Venture
Johnson Sr., who had moved from Chattanooga, Tennessee, started the Birmingham Coca-Cola Bottling Co with just a mule named Bird and a single employee to steer the wagon. The strategy was simple – the territory supply chain was defined by how far Bird could travel. Although it began modestly, it paved the way for one of the largest private investments in Birmingham history.
The Road to Innovation and Expansion
As the business expanded, it faced challenges from competitors attempting to imitate Coca-Cola. In response, in 1915, the company created the uniquely-shaped Coca-Cola bottle. Johnson Sr’s sons joined the company in the 1920s, and by the 1970s, the company evolved into Coca Cola United, under the stewardship of the next generation, Crawford Johnson III.
Transforming Challenges into Opportunities
Over the years, the company faced several trials, ranging from consumer apathy and skepticism from the clergy to fierce competition in the soft drink sector. As noted by Johnson III in a 1987 speech, these challenges helped refine the company’s products, packaging, and pricing strategies, triggering growth in the industry.
The New Era of Coca-Cola United
Today, Coca Cola United continues to be driven by the Johnson family, with fifth-generation members actively involved in managing a multi-billion-dollar operation spanning six states.
Introducing the New Headquarters
Recently, the company unveiled plans for its new landmark campus, a project estimated to cost over $330 million and expected to create an impacting entranceway into Birmingham. The new headquarters will be built on the former Stockham Valves property, creating up to 50 new jobs in the process.
Looking Ahead: Embracing Technological Advances
The future headquarters will house a state-of-the-art bottling facility that will serve Jefferson County and 11 other surrounding counties. It will feature a Vertique case picking system, touted as one of the most advanced in the beverage industry. Coca-Cola United has already invested in this technology in various locations. However, this modern facility, once completed, will serve as a symbol of the company’s evolution, from a humble mule-drawn wagon service to a global beverage leader.
