How Coca-Cola's iconic bottle shaped a century of branding and culture

The Coca-Cola bottle turned 100 in 2015, marking a century of an iconic design. Its journey began in 1915 when a distinctive glass shape was first patented. Over time, the bottle evolved from a simple container into a globally recognised symbol.

The story of the Coca-Cola bottle started in 1899 when two Chattanooga lawyers, Joseph Whitehead and Benjamin Thomas, secured the rights to bottle the drink. By 1915, the Trustees of the Coca-Cola Bottling Association wanted a unique design, leading to the creation of the contoured glass bottle with its famous ribbed shape. The patent was officially granted on November 16th that year, with the date later added to the bottle's lettering.

By 1920, over 1,200 bottling plants were operating, mostly using straight-sided brown or clear bottles. The patents expired in 1951, but Coca-Cola successfully argued for trademark protection in 1961, citing the bottle's unmistakable shape.

During World War II, the bottle became a cultural fixture, with soldiers often pictured sharing Coca-Cola. Reports claimed US forces consumed around five billion bottles during the war. After the conflict, the company shifted to plastic in the 1980s for efficiency, though glass never disappeared entirely.

In recent years, glass has made a comeback. Coca-Cola HBC invested €12 million in 2022 to upgrade its Edelstal plant in Austria, adding a high-speed line for returnable glass bottles. That same year, the company pledged to make 25% of its packaging refillable or returnable by 2030.

From its 1915 patent to modern sustainability efforts, the Coca-Cola bottle remains one of the most enduring designs in consumer history. The shift back to glass reflects both tradition and environmental goals. Its legacy continues as the brand adapts to new challenges and demands.