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Central Coca-Cola Bottling Company, Inc.

A Guide to the Records of the Central Coca-Cola Bottling Company, Inc., 1906–2003
Call Number Mss3 C3332 a FA2


Collection is open for research.

Use Restrictions
There are no restrictions.

Preferred Citation
Central Coca-Cola Bottling Company, Inc., records, 1906–2003 (Mss3 C3335a FA2), Virginia Historical Society, Richmond Virginia Historical Society

Acquisition Information
Gift of the estate of Betty Sams Christian in 2006. Accessioned July 2008.

Descriptive Summary

Repository: Virginia Historical Society.

Collection number: Mss3 C3332 a FA2

Title: Central Coca-Cola Bottling Company, Inc. Records, 1906–2003.

Size: 125 (ca.) linear feet.

Language: English

Abstract: Include records of the Central Coca-Cola Bottling Co., Inc., of Richmond, Virginia and its predecessor companies. The company bottled Coca-Cola licensed beverages, along with other beverage purveyors' products in Virginia, West Virginia, Pennsylvania, Maryland, and Ohio from the early 20th century until 2003 and was owned and managed by the Crass, Sams, and Christian families.

Scope and Content Information

The collection covers three generations of the Crass, Sams, and Christian families, ownership of the Central Coca-Cola Bottling Company, Inc., and its predecessor companies all based in Richmond, Virginia from the early 1900s to 2003. The records document the evolution of the dynamic Coca-Cola bottling industry. Bottlers receive concentrated flavoured syrups and add water, sugar, and carbonation to create packaged bottles and cans ready to be sold in retail outlets or vending machines within a predetermined geographic area. Central Coca-Cola bottled beverages in Virginia, West Virginia, Pennsylvania, Maryland and Ohio. The industry which experienced great growth from the 1900s into the 1960s began in the 1970s evolving from a large decentralized group of privately owned franchises into a few large conglomerates. The Coca-Cola Company held at least a minority interest in most of those conglomerates. In 1985 there were 278 domestic bottlers in the Coca-Cola bottling system; by 2002 that number had dwindled to just 79. At the time of last family CEO, Betty Sams Christian's retirement in 2003, her company was the ninth largest independent bottler of Coca-Cola in the United States. However, the largest domestic bottler, Coca-Cola Enterprises, controlled 77 percent of the Coca-Cola market. In February of 2006 the operations of Central Coca-Cola were sold to Coca-Cola Enterprises for 102 million dollars.

The collection is broken into three parts. The first two parts overall regard the operations of the company. The first section illustrates the leadership of James E. Crass, Walter L. Sams and Langdon T. Christian, and the decentralized franchise operations of the company that would eventually form Central Coca-Cola Bottling Company. The franchises consolidated into one company in 1980. Part II documents are from the Langdon/ Betty Sams Christian era post 1981 after the restructuring of the company. Langdon T. Christian retired from the company in 1982 and his wife took over the company shortly after. The third part contains the personal papers of four influential leaders of Central Coca-Cola and its predecessor companies, Walter L. Sams, Lottie Crass Sams, Betty Sams Christian and Langdon T. Christian.

Biographical/Historical Information

James E. Crass (1867–1930), was born in Mayfield, Kentucky, and founded the predecessor franchise group to the Central Coca-Cola Company, Inc. Orphaned at an early age Crass was sent to live with an older half-brother, John T. Crass, a contractor in Chattanooga, Tennessee. His brother built the Lookout Incline and Lula Lake Railway in the late 1890s in Chattanooga. When of age, James E. Crass worked for his brother as an agent for a new cable line in the area. Crass saved money from his jobs and at the urging of Asa G. Candler, owner of The Coca-Cola Company, he purchased a small Coca-Cola bottling plant in Charleston, South Carolina in 1899. Within the next year Crass quickly outgrew the small plant and moved to Richmond, Virginia to build a larger plant in a more expansive bottling territory. Syrup in his territory was acquired from the Coca-Cola Company (Thomas) of Chattanooga, Tennessee who held the exclusive rights to sell the syrup to other bottlers in Crass's area. Crass grew his Coca-Cola conglomeration into 42 franchises in Virginia, Ohio, and Pennsylvania among other states. James E. Crass was married to the former Emma Leimenstoll of Ohio. They had four children: James Edward, Lottie, Ada, and Nellie. At the time of his death in 1930, Crass was one of the most successful owners in the Coca-Cola franchise network and even produced his own brand of soda. In preparation for the future of the company Crass had taken on his son-in-law, and former Coca-Cola Company sales manager, as an employee. Walter L. Sams took over the management of the Crass plants upon Mr. Crass's death.

Walter L. Sams (1886–1965), was born in Sandy Ridge, Georgia. He attended pharmacy school at Mercer University and eventually became a travelling sales manager for The Coca-Cola Company in 1912 based in Richmond. He worked for the company for five years, before enlisting in the Navy during World War I. Prior to enlisting Sams became associated with the Crass family and married their daughter Lottie Crass in October 1917. Sams was discharged from service at the end of 1918 and began working for James E. Crass as a plant manager in Staunton, Virginia in 1919. After the war Sams had his choice of buying a drug store on his own or a Coca-Cola franchise with his wife's family. The family choose to purchase the Blue Ridge Coca-Cola Bottling Works together in March of 1919. The franchise which was renamed Staunton Coca-Cola Bottling Works, included facilities in Charlottesville, Staunton, Harrisonburg, and Winchester, Virginia and Romney, West Virginia. In 1922 the Sams welcomed the birth of their first and only child Betty Lee Sams (1922–2006). The family expanded the business quickly in their new bottling territory. In 1927 W. L. Sams moved from Staunton to Richmond to become the General Manager of the Crass Coca-Cola operations, which at one point consisted of 42 Coca-Cola franchises. The headquarters in Richmond was known as the Coca-Cola Bottling Company General Office. In 1951 the Crass family franchises were split up. Family members swapped stocks in bottling franchises, to give control to the party who held the majority interest in the franchises, which were kept as individual companies. The Sams faction gained control of 13 bottling plants and sales centers. The paper work concerning the transaction is located in the collection (folder 348). Walter L. Sams continued his father-in-law's tradition by hiring his son-in-law Langdon T. Christian to work for the company. When Walter L. Sams died in 1965 Christian became the president of the company.

Langdon T. Christian, III (1921–2005) was born in Richmond, Virginia to a family who owned the Christian Funeral Home. Langdon was educated at the University of Virginia and served in the Navy during World War II. He married Betty Sams around 1946, and the couple had three sons. He worked as a Sales Manger in the National Sales Division for The Coca-Cola Company from approximately 1946 to 1948, and eventually joined his wife's family business. Upon his father-in-law's death Christian took over control of the Company.

The company began a historic battle in 1978 when The Coca-Cola Company proposed an amendment that would eliminate the basically fixed price of syrup in the bottler's contract. The bottlers earlier had reached a contract compromise with The Coca-Cola Company in 1921 to allow increases in the price of syrup based on the price of sugar. In 1978 the company proposed to base the price partially on the Consumer Price Index as well as the price of sugar. The amendment also included a provision for the alteration of the secret recipe with alternative sweeteners, and the company promised to pass on the savings from using alternate sweeteners to the bottler if they signed the agreement. The majority of bottlers signed the agreement, but in 1981 the group of 73 bottlers who did not sign the agreement joined together to sue The Coca-Cola Company to protest the amendment. The bottlers argued that they should not be charged a higher price for syrup than the amended bottlers and refused to produce soda with syrup that contained alternative sweeteners. This group of bottlers was known by many names, as first line unamended bottlers, Bottlers of Coca-Cola USA, and the Elizabethtown Plaintiffs. The suit was further complicated by the introduction of Diet Coke in 1982, which Coca-Cola contended was not covered under the original bottler's contracts so the syrup could be sold at a different rate. The unamended bottlers filed suit again to contend that the syrups only differed in their sweetener and therefore Diet Coke should be included under the 1921 contract. The litigation in these suits dragged on for several years with neither side willing to compromise. The bottlers contended they were being pushed into a "master-slave" system and The Coca-Cola Company felt the bottlers were unrealistic in their goals. Langdon T. Christian joined forces with the Elizabethtown plaintiffs and added his franchises to the suit. Joining the suit along with consolidating the Sams franchises into The Central Coca-Cola Bottling Company in 1980 were two of his largest contributions to the history of the company. Langdon T. Christian retired from Central Coca-Cola in 1981 leaving his wife to run the company. While Langdon was retiring he and Betty were going through a divorce which was finalized in 1987. However, the lawsuit in Elizabethtown may have contributed to Langdon's loss of faith in the Coca-Cola bottling system, and as a trustee of the Walter L. Sams estate he advocated, sometimes quite forcefully, that the company be sold.

Betty Sams Christian (1922–2006) was born in Staunton, Virginia to a Coca-Cola bottling family. Her grandfather and father managed a large group of franchises. Betty graduated with a degree in physics from Hollins College in 1943. She went on to graduate with a master's degree in social work from Columbia University in 1946. Betty replaced her husband as president and CEO of Central Coca-Cola Company when her husband retired. The couple's sons already had some involvement in the company when she took over the operations, but they never stepped into her leadership role as far as the records indicate. She served as president and CEO of the company from 1982 to 1983 when she hired Robert B. Lorch as a replacement, but he left the company in 1984 and she retained the title until her retirement in 2003. Betty continued Central's involvement in the Elizabethtown suits and entered into the Diet Coke litigation in 1983. Betty faced many adversities as president and CEO of Central Coca-Cola. She struggled to automate the company's accounting systems, create more efficient sales teams, and overall tried to restructure the Central Coca-Cola franchises to create the most profitable and streamlined system to distribute beverages in the company's franchise territories. One of her greatest challenges was the criticism she faced from her own family on whether the company should be maintained or sold. Her ex-husband and children all felt the Coca-Cola bottling industry was becoming less profitable and sustainable and as a result desired to sell the company while it held the most value. Despite the adversity, Betty Sams Christian ran the company with great dedication until her retirement in 2003. It appears from the documentation that Betty Sams Christian left behind, she derived great joy from the Coca-Cola bottling industry, and it was her legacy to preserve her family's place in the history of The Coca-Cola Company and its bottling franchises. All of Mrs. Christian's Coca-Cola "non-documentary memorabilia" and collectibles were given to the Schmidt Museum of Coca-Cola Memorabilia in Elizabethtown, Kentucky.

Betty Sams Christian surrounded by the 1988 University of Virginia Soccer Team

Betty Sams Christian surrounded by the 1988 University of Virginia Soccer Team


The records of Central Coca-Cola arrived at our archives without conventional order. The files were rearranged into an artificial order to allow easier access for the user. The collection is split into three parts to reflect the different segments of Central Coca-Cola's history and gaps in documentation. Part I, Series 1–5, dates from 1919–1980. The section includes materials from the Crass bottling plants that were not consolidated into the Central Coca-Cola Bottling Company formed in 1980. Part II, Series 5–16, 1981–2003, mainly concerns the development of the company under the leadership of Betty Sams Christian, the first female president and CEO of Central Coca-Cola. Part III, Series 16–19, dates from 1906–2003 and contains the personal papers of four of the most influential people in Central Coca-Cola's history.

Within Part I and II date ranges of some series were adjusted for practical reasons. Publications, for example, are organized as either Coca-Cola publications or a non-Coca-Cola publications followed by subject and then by publication within that category. Categories include items from the whole date range of the collection in order to avoid separation in runs of publications. Also, when the cohesiveness of a group of documents would have been compromised by a separation into two different date ranges, the items were placed in the range with the bulk of the materials from which it is dated.

Index Terms

Beverages -- Packaging.
Central Coca-Cola Bottling Company, Inc.
Christian, Betty Lee Sams, 1922–2006.
Christian family.
Christian, Langdon Taylor, 1921–2005.
Coca-Cola Company.
Coca-Cola Enterprises.
Crass family.
Crass, James Edward, 1867–1930.
Franchises (Retail trade).
Retail trade -- United States -- History -- 20th century.
Retail trade -- United States -- History B 21st century.
Richmond (Va.) -- Commerce -- History -- 20th century.
Richmond (Va.) -- Commerce -- History B 21st century.
Sams family.
Sams, Lottie Crass, 1894–1984.
Sams, Walter Lee, 1886–1965.
Soft drink industry.
Vending machines.

Advertising Posters for the workplace, 1947

Advertising Posters for the workplace, 1947


Part I. James E. Crass, Coca-Cola Bottling Plants, Inc.

Series 1. Administrative Materials, 1933–1974.

The companies that preceded what would be consolidated into the Central Coca-Cola Bottling Co. are a loose conglomeration of family businesses that were not publicly held. The only commonality is that at one time or another they were controlled by James E. Crass. Over time different parts of the Crass family formed a collective tangle of stockholders who held varying amounts of interest in all of the franchises. Upon Crass's death in 1930, Walter L. Sams took over managing the Crass bottling plants from the headquarters in Richmond, Virginia. The Crass franchises were split up in 1951 when the involved owners decided to split from Sams as manager and impose a stock swap in which whoever held majority interest in a specific franchise became the owner (refer to the Operations files series to find the correspondence involved in removing Sams as manager of certain Coca-Cola Franchises [folder 348]). That reduced the number of franchises under Sams' control to thirteen. The organization of the family business was relaxed in nature. There were few required reporting procedures. From what survives in this collection there is little documentation of a Board of Directors structure. The stockholders meeting minutes usually included a financial statement and a statement of operations. Sometimes the reports were presented as a whole for all the franchise territories; at other times they related to individual locations. Sales, earnings and capital investments were often discussed at the stockholder's meetings.

Box 1
1 Board of Director's Meeting Materials, 1971 (March 12?)
2 Notice of the Board of Director's Meeting, 1974 March 8
3 Stockholder's Meeting Financial Materials, 1933 February
4 Stockholder's Meeting Financial Materials, 1934 February
5 Stockholder's Meeting Materials and Minutes, 1935 February 12
6 Stockholder's Meeting Materials and Minutes, 1936 February 11
7 Stockholder's Meeting Materials and Minutes, 1937 February 9
8 Stockholder's Meeting Materials and Minutes, 1938 February 8
9 Stockholder's Meeting Materials and Minutes, 1939 February 7
10 Stockholder's Meeting Materials and Minutes, 1940 February 13
11 Stockholder's Meeting Materials and Minutes, 1941 February 24
12 Stockholder's Meeting Materials and Minutes, 1942 March 4
13 Stockholder's Meeting Materials and Minutes, 1943 March 3
14 Stockholder's Meeting Materials and Minutes, 1944 March 8
15 Stockholder's Meeting Materials and Minutes, 1945 March 7
16 Stockholder's Meeting Materials and Minutes, 1946 March 6
17 Stockholder's Meeting Materials and Minutes, 1947 March 5
18 Stockholder's Meeting Materials and Minutes, 1948 March 3
19 Stockholder's Meeting Materials and Minutes, 1949 March 3
20 Stockholder's Meeting Materials and Minutes, 1950 March 1
21 Stockholder's Meeting Materials and Minutes, 1951 March 7
22 Stockholder's Meeting Materials and Minutes, 1952 March 12–14
23 Stockholder's Meeting Materials, 1971 March 12
24 Stockholder's Meeting Materials, 1972 March 10
25 Stockholder's Meeting Materials, 1974 March 8
26 Miscellaneous Stockholder's Meeting Procedures, n.d.
27 Miscellaneous By-Laws, n.d.
28 Miscellaneous Stockholders, Officers, and Directors, and Franchise Agreements, 1936–1951
29 Miscellaneous Stockholders Information, 1974


Series 2. Financial Materials, 1919–1980.


Includes account books and ledgers, 1919–1969; financial reports and statements, 1919–1980; tax statements, 1919–1980; and miscellaneous financial information.

Series 2.1. Account books and Ledgers, 1919–1969.

This series includes several types of account books, including plant ledgers, check registers, and a daybook. Plant ledgers were kept by individual bottling plant and they document sales information, general office and administration expenses, interest, payroll, profit and loss, retirement collection, school taxes, unemployment insurance, tax collection, and loans to other plant locations. Ledgers with the a/b designation denote volumes where a category of account starts in one ledger and continues into the next ledger for that location. The ledgers are all oversized and are stored on the shelves immediately following box 1. Check register/plant ledgers record every check written while the ledger was kept. The plant ledgers included are abbreviated versions of the accounting plant ledgers. The day book records by week the sale of coca-cola by salesmen driving trucks in 1919. This day book may have been kept while Walter L. Sams was manager of the Staunton Coca-Cola Bottling works owned by Sams's father-in-law, James E. Crass.

Plant accounting ledgers, 1922–1969

Chambersburg, Pennsylvania, 1932–1968a
Chambersburg, Pennsylvania, 1932–1969b
Charlottesville, Virginia, 1922–1968a
Charlottesville, Virginia, 1927–1960b
Crowns Coca-Cola, 1960–1970
Cumberland, Maryland, 1932–1968a
Cumberland, Maryland, 1932–1969b
Fairmont, West Virginia, 1933–1968a
Fairmont, West Virginia, 1933–1969b
Hagerstown, Maryland, 1924–1966a
Hagerstown, Maryland, 1931–1969b
Harrisonburg, Virginia, 1922–1966a
Harrisonburg, Virginia, 1927–1969b
Lewistown, Pennsylvania, 1938–1968a
Lewistown, Pennsylvania, 1938–1969b
Lima, Ohio, 1932–1967a
Lima, Ohio, 1932–1969b
Oakland, Maryland, 1935–1967a
Oakland, Maryland, 1935–1969b
Romney, West Virginia, 1931–1967a
Romney, West Virginia, 1951–1969b
Scranton, Pennsylvania, 1966–1969
Staunton, Virginia, 1922–1967a
Staunton, Virginia, 1951–1969b
Williamsport, Pennsylvania, 1936–1967a
Williamsport, Pennsylvania, 1936–1969b
Winchester, Virginia, 1924–1967a
Winchester, Virginia, 1931–1969b
York, Pennsylvania, 1930–1966a
York, Pennsylvania, 1930–1967b

Plants, all ledgers, 1959–1969

Ledger, Chambersburg, Pa.; Charlottesville, Virginia; Cumberland, Maryland; Fairmont, West Virginia; Hagerstown, Maryland, 1959–1969
Ledger, Harrisonburg, Virginia; Lewistown, Pennsylvania; Lima, Ohio; Oakland, Maryland, 1959–1969
Ledger, Staunton, Virginia; Williamsport, Pennsylvania; Winchester,Virginia; York, Pennsylvania, 1959–1969

Check register/plant ledgers, 1961–1969

Coca Cola Bottling Co., General Office, Richmond, Virginia, 1961–1968
Chambersburg, Pennsylvania, 1963–1968
Charlottesville, Virginia, 1963–1968
Cumberland, Maryland, 1963–1968
Fairmont, West Virginia, 1963–1968
Hagerstown, Maryland, 1963–1968
Harrisonburg, Virginia, 1963–1968
Lewistown, Pennsylvania, 1963–1968
Lima, Ohio, 1963–1968
Oakland, Maryland, 1963–1968
Romney, West Virginia, 1963–1968
Staunton, Virginia, 1963–1968
Williamsport, Pennsylvania, 1963–1968
Winchester, Virginia, 1963–1968
York, Pennsylvania, 1963–1968
All plants, 1969


Day Book, 1919 June–December

Series 2.2. Financial R and Statements, 1919–1980.

This series contains various types of financial reports, including comparative analyses and operating statements, and financial statements. Comparative Analysis statements compare the figures from two years of operating in categories such as: bottling expenses, general and administrative expenses, selling expenses, materials, and payroll. Comparative Operating Statements are similar to Comparative Analysis statements in that both compare operating factors to determine if there has been a profit or a loss. But the comparative operating statement is calculated by evaluating the financial outcome by month rather than by year. Financials Statements (year end reports), 1931–1939 and 1961–1968, and Financials (monthly reports), 1969–1980, document the fiscal status of the company from year to year.

Box 2
30–35 Bank Balances (weekly), 1967–1979 (6 folders)
36–45 Comparative Analysis, 1937–1939, 1959–1970 (10 folders)


Box 3


46–57 Comparative Analysis, 1970–1980 (12 folders)
58–63 Comparative Operating Statement, 1959–1964, 1968 (6 folders)


Box 4


64–72 Financial Statements, 1931–1939, 1961–1968 (9 folders)


Box 5


73–84 Financials, 1969–1973 (12 folders)


Box 6


85–95 Financials, 1974–1977 (11 folders)


Box 7


96–108 Financials, 1978–1980 (13 folders)


Series 2.3. Tax Statements and Miscellaneous Financial Reports, 1919–1980.


Box 8
109–18 Tax returns, Chambersburg, Pa., 1931–1935, 1940–1945 (10 folders)
119–34 Tax returns, Charlottesville, Virginia, 1926–1935, 1940–1945 (16 folders)
135–44 Tax returns, Cumberland, Maryland, 1932–1935, 1940–1944 (10 folders)
Box 9
145–54 Tax returns, Fairmont, West Virginia, 1932–1935, 1940–1945 (10 folders)
155–60 Tax returns, Front Royal, Virginia, 1926, 1930–1934 (6 folders)
161–76 Tax returns, Hagerstown, Maryland, 1926–1935, 1940–1945 (16 folders)
177–92 Tax returns, Harrisonburg, Virginia 1926–1935, 1940–1945 (16 folders)


Box 10


193–97 Tax returns, Lewistown, Pa., 1941–1945 (5 folders)
198–211 Tax returns, Lima, Ohio, 1923–1935, 1940–1946 (14 folders)
212–17 Tax returns, Oakland, Maryland, 1940–1945 (6 folders)
218–28 Tax returns, Romney, West Virginia, 1931–1935, 1940–1945 (11 folders)


Box 11


229–45 Tax returns, Staunton, Virginia, 1919–1935, 1940–1945 (17 folders)
246 Tax returns, Terra Alta, West Virginia, 1935
247–54 Tax returns, Williamsport, Pennsylvania, 1920–1935, 1940–1945 (8 folders)


Box 12


255–70 Tax returns, Winchester, Virginia, 1925–1935, 1940–1945 (16 folders)
271–82 Tax returns, York, Pa., 1930–1935, 1940–1944 (12 folders)
283 Reassessment of West Virginia Sales and Use Tax, 1957
284 Rowell, Colie, Correspondence, 1972–1978
285 Sparks, Thomas N., Correspondence, 1973–1980
286 Miscellaneous Accounting, 1919–1922


Miscellaneous financial materials


Box 13
287 Analysis of Cooler Accounts Receivable, 1958–1968
288 Analysis of Cooler Accounts Receivable and Cooler Coverage Changes (monthly), 1968 –1969
289 Analysis of Coolers Placed on Service Charge Plan (monthly), 1961–1967
290 Analysis of Full Service, 1958–1969
291 Analysis of Monthly Reports of Manufacturing, 1969
292 Analysis of Trade Accounts Receivable, 1958–1967
293 Bottle Deposits, 1960–1969
294 Capitalized Pre-Mix Cooler Analysis, 1968–1969
295–96 Comparative Case Sales Statements, 1967–1969 (2 folders)
297 Cooler Sales, Cooler Coverage Changes, 1960–1967
298 Operating Statement, 1930
299 Outlet Changes, 1957B 1969
300 Plant Dividends Paid, 1930–1951
301 Pre-mix and Capitalized Pre-Mix Cooler Analysis, 1961–1967
302–08 Production Report (yearly), 1961–1967 (7 folders)
309 Production Reports (monthly), 1962–1967


Series 3. Human Resources and Labor Materials, 1950–1971.


This series includes several types of information. The Employee Questions file contains handwritten questions addressed to company President Walter. L. Sams and are undated (folder 311). The Employee Survey file contains handwritten answers by employees to three questions posed by company leadership (folder 312). Employee Surveys, 1970s is a survey of more than one bottling location (Chambersburg and Williamsport) and includes seven questions (folder 313). Some of the questionnaires are signed by the participating employee. The Report of Review of Office Operations file refers to a project undertaken by consultants Ernst and Ernst (folder 316). Strikes and labor relations files represent the unionization of the employees at the Cumberland Coca-Cola Bottling Works Inc. and York Coca-Cola Co. (folders 317–230). The initial grievance for York was filed in 1950, and Cumberland filed with the National Labor Relations Board in August 1951. Both locations' employees organized into the International Brotherhood of Teamsters, Chauffeurs, Warehousemen and Helpers. Cumberland workers declared a strike and picketed the company from May to December 1952. The York file includes the Petition for Consent Election, Notice of Election, Certification of Record, and correspondence between the union and Central Coca-Cola management and legal counsel. The Cumberland files include transcripts of speeches made to employees before the union organization and strike (to protect liability), pay roll lists for the members of the union, and accounts of conversations between management and union employees, along with legal correspondence.

Box 14
310 Back Wage Payments, Williamsport, Pa., 1958 (Fair Labor Standards Act, National Minimum Wage)
311 Employee questions to Walter L. Sams, n.d.
312 Employee Survey, 1967 (Cumberland, Md.?)
313 Employee Surveys, 1970s
314 Organization Research, 1968–1971
315 Plant Supervisory Handbook, 1965 and 1969
316 Report of Review of Office Operations, 1967 November
317–19 Strikes and labor relations, Cumberland (Md.) Bottling Works, Inc., 1950–1954 (3 folders)
320 Strikes and labor Relations, York Coca-Cola Bottling Co., Pa., 1950–1951


Series 4. Legal Materials, 1927–1980.


For most of Central Coca-Cola's lifetime it was maintained as a group of independent franchises. Accordingly, the contracts and legal documents files may contain bottler's contracts, canning agency agreements, stockholder's resolutions, and other legal and financial agreements for each individual franchise (folders 322–336). The syrup contract files contain agreements between Coca Cola USA and each franchise or bottling plant location for each type of syrup they sold, with the exception of the Coca-Cola syrup )folders 337–344). Coca-Cola Bottling Co. (Thomas), Inc., the Chattanooga based company that owned a large amount of the bottling rights to Coca-Cola, provided Coca-Cola syrup to Central Coca-Cola until 1974. At that time The Coca-Cola Company bought the Coca-Cola Bottling Co. (Thomas) Inc.'s extensive bottling rights back. The miscellaneous legal files include The Schedule A Processing Agreements file relates to Central Coca-Cola's habit of contracting out beverage production that they could not produce in their plants (folder 347). Under the Coca-Cola contract they were required "to meet satisfactorily the demand for the Beverage" and were allowed with these agreements to contract out if that demand could not be met. A majority of the company's aluminum and plastic beverage products were produced by the Mid Atlantic Canners Association, Inc.

Box 15
321 Bottler's contract, First Line, Charlottesville, Va., 1927 (photocopy)
322 Contracts and Legal Documents, Chambersburg, Pennsylvania, 1939–1976
323 Contracts and Legal Documents, Charlottesville, Virginia, 1971–1973
324 Contracts and Legal Documents, Cumberland, Maryland, 1932–1976
325 Contracts and Legal Documents, Fairmont, West Virginia, 1933–1976
326 Contracts and Legal Documents, Hagerstown, Maryland, 1934–1976
327 Contracts and Legal Documents, Harrisonburg, Virginia, 1921–1976
328–29 Contracts and Legal Documents, Lewistown, Pennsylvania, 1938–1969 (2 folders)
330 Contracts and Legal Documents, Lima, Ohio, 1928–1977
331 Contracts and Legal Documents, Oakland, Maryland, 1935–1976
332 Contracts and Legal Documents, Staunton, Virginia, 1922–1975
333 Contracts and Legal Documents, Terra Alta, West Virginia, 1935–1937 (see also Contracts and Legal Documents, Oakland, Maryland, 1935–1976 for more information folder 331)
334 Contracts and Legal Documents, Williamsport, Pennsylvania, 1936–1976
335 Contracts and Legal Documents, Winchester, Virginia, 1930–1975
336 Contracts and Legal Documents, York, Pennsylvania, 1930–1976
337 Syrup contracts: Allied Product Syrups, Contract Prices for, 1980 March
338 Syrup contracts: Coca-Cola, Pre-Mix Contract for, 1954–1975339 Syrup contracts: Fanta Contract, 1965–1980
340 Syrup contracts: Fresca Contract, 1968–1980
341 Syrup contracts: Mr. PiBB Contract, 1974–1978
342 Syrup contracts: Mello Yello Contract, 1979
343 Syrup contracts: Sprite Contract, 1965–1977
344 Syrup contracts: TAB Contract, 1965–1974
345 Miscellaneous: By-Laws Proposed for James E. Crass Plants, 1967
346 Miscellaneous: Davis, Carle, Correspondence, 1976–1979 (Legal counsel or board member)
347 Miscellaneous: Schedule A Processing Agreements, 1977–1980


Series 5. Operations Materials, 1926–1975.


The Crass Plant Consolidation file concerns the separation and distribution, in 1951, of the James E. Crass plants to the stockholders who held the majority of stock in the individual franchises through a stock swap (folder 348). Walter L. Sams had managed all of the Crass plants until James E. Crass's wife, Emma, and daughters, Ada and Nellie, decided to remove their interests in the plants from his control and forced his resignation. This process formed the group of plants that eventually became the Central Coca-Cola Company.

Also included in this series are miscellaneous files, including those relating to the three Christian sons, Langdon IV, W. Lee, and Mark, who worked for the company sporadically; the correspondence represents a time when Langdon and Lee worked in the Richmond headquarters in the 1970s with the bottling locations sales managers (folders 359–360). The Crown Count file shows how bottlers kept track of over-the-counter sales of beverages before home refrigeration changed the way soda was sold (folder 361). The Servomation Vendors file deals with Langdon T. Christian's investigation into the sale by a competitor of canned soda for vending machines (folder 364).

Box 16
348 Crass Plant Consolidation, 1951
349 Lima Coca-Cola Bottling Works, Inc. purchase, 1932–1934
350–51 Machinery and equipment for Richmond plant, 1949–1953 (2 folders)
352 Sams, Walter L., Correspondence, 1928–1946, 1960–1964
353–56 Speeches given by James E. Crass and Walter L. Sams, 1926–1952 (4 folders)
357–58 Speeches given by Walter L. Sams, 1937–1962 (2 folders)
359 Christian, Langdon T, IV, Correspondence, 1973–1975
360 Christian, W. Lee, Correspondence, 1975
361 Crown Count, 1947–1952
362 Irby, Robert, Resignation, 1960s? (Treasurer)
363 Preparation of Monthly Sales Report, Coca-Cola, Sprite, Fanta, TAB, and Fresca forms, 1966?
364 Servomation Vendors, Inc., 1967
365 Soda Water Formulae, Virginia Dare Extracts, 1955–1957
366 Territory Population Research, 1945–1950
367 Miscellaneous, 1945–1953
368 Miscellaneous, First Day Cover Stamps, 1937, 1957


Image from the 1947 marketing plan geared to improve sales to college students

Image from the 1947 marketing plan geared to improve sales to college students



Part II. Central Coca-Cola Bottling Company, Inc.


Series 6. Administrative Materials, 1981–2003.

The company reached a milestone when Langdon T. Christian retired from the presidency of the company in January of 1982. He did not retain any relationship with the company, other than his position as a trustee of the Walter L. Sams trust, after he retired. The transition from Langdon T. Christian as president to Betty Sams Christian was at times tumultuous. Mrs. Christian did try to find a person to replace her as president of the company. She hired Robert B. Lorch, who had previously served as a consultant to the company, prior to being named president of Central Coca-Cola from May 1983 through 1984. After Mr. Lorch's tenure Betty Sams Christian reclaimed the position as president and chairman of the board of the company until her retirement in 2003.

The board consisted of members elected by the stockholders of the company. All three of the Christian children served on the board of directors. The children, who sided with their father's opinion that the company should be sold or at least taken out of the hands of Betty Sams Christian, often voted against their mother when she was elected chairman of the board. The sons would also abstain from voting on motions proposed by Mrs. Christians's appointees. Despite the children's objections to their mother and how she ran the company two of the Christian's sons, Langdon IV, and W. Lee were elected vice presidents of the company in March 1982 after their father retired. The children all were granted leaves of absence from the company to pursue educational goals (refer to Employment Contracts, Christian Children, 1982–1984, folder 508). Ultimately, though, none of the sons was allowed to replace Betty Sams Christian as president of the company.

Series 6.1. Board of Director's Meeting Materials and Minutes, 1981–2003.

Some Board of Director's meetings include a transcription of a recording of the meeting as well as minutes.

Box 17
369 Meeting minutes, 1981 June 5
370 Meeting minutes, 1981 September 11
371 Meeting materials and minutes, 1981 December 11
372 Meeting, Supplementary notes for, 1982 (?)
373 Meeting (Special) materials and minutes, 1982 February 26
374 Meeting minutes, 1982 March 12
375 Meeting (with Stockholders, Special) materials and minutes, 1982 March 26
376 Meeting materials and minutes, 1982 April 16
377 Meeting materials and minutes, 1982 May 17
378 Meeting materials and minutes, 1982 June 11
379 Meeting materials and minutes, 1982 July 17
380 Meeting materials and minutes, 1982 September 15
381 Meeting materials and minutes, 1982 October 8
382 Meeting materials, 1982 December 6
383 Meeting minutes, 1983 January 10
384 Meeting materials and minutes, 1983 March 21
385 Meeting materials and minutes, 1983 May 2
386 Meeting materials and minutes, 1983 September 28
387 Meeting materials, 1984 February 13
388 Meeting (Special) materials and minutes, 1984 March 24
389 Meeting minutes, 1984 April 16
390 Meeting materials and minutes, 1984 May 7
391 Meeting materials and minutes, 1985 April 15
392 Meeting materials and minutes, 1986 April 21
393 Meeting materials and minutes, 1986 June 9
394 Meeting minutes, 1986 August 12
395 Meeting materials, 1986 August 22
396 Meeting materials and minutes, 1986 December 15


Box 18


397 Meeting materials and minutes, 1987 February 16
398 Meeting materials, 1987 March 31
399–400 Meeting materials and minutes, 1987 April 20 (2 folders)
401 Meeting materials and minutes, 1987 April 29– May 5
402 Meeting materials and minutes, 1987 July 30
403 Meeting materials and minutes, 1987 November 6
404 Meeting materials and minutes, 1988 April 18
405 Meeting materials and minutes, 1988 July 18
406 Meeting materials, 1988 October 24


Box 19


407 Meeting materials and minutes, 1989 April 17
408–09 Meeting materials and minutes, 1989 July 31 (2 folders)
410–12 Meeting (Special) materials and minutes, 1990 February 15 (3 folders)
413 Meeting materials, 1990 May 22
414–15 Meeting materials and minutes, 1990 December 17 (2 folders)
416–17 Meeting materials, 1991 April 16 (2 folders)
418 Meeting (with Stockholders) materials, 1991 September 30– October 1
419 Meeting (with Stockholders) materials, 1992 April 20–21
420 Meeting materials, 1992 August 18 (meeting not held)
421–22 Meeting materials and Minutes, 1993 April 20 (2 folders)
423 Meeting materials, 1993 July 19
424 Meeting materials, 1993 December 2


Box 20


425 Meeting materials, 1994 January 31
426–27 Meeting materials, 1994 April 19 (2 folders)
428 Meeting materials, 1994 December 5
429 Meeting materials, 1995 April 18
430 Meeting materials, 1995 August 14
431 Meeting materials, 1996 April 16
432–33 Meeting materials, 1997 April 22 (2 folders)
434 Meeting materials, 1997 December 12
435 Meeting materials, 1998 April 21
436 Meeting materials, 1998 August 17
437 Meeting materials, 1999 April 20
438 Meeting materials, 2000 April 17
439 Meeting materials, 2001 April (?)
440 Meeting (with Stockholders) materials, 2002 April 16
441–42 Meeting Minutes, 2003 July 22 (2 folders)


Series 6.2. Stockholders' Meetings Materials and Minutes, 1982–2000.


The stockholders' meeting was held annually and consisted of the Christians's, (who were divorcing from 1982–1987) as trustees of the Walter L. Sams Trust; Mrs.Christian representing her own shares, and those of Lottie C. Sams (Betty controlled her mother's shares of the company by a ten-year proxy signed in 1979). Langdon and Betty often argued over the direction of the company. Langdon and the couple's three children, who intermittently served on the Board of Directors, felt the privately held franchises were no longer profitable and that the company should be sold while it still held value. The sons expressed their desires as the ultimate beneficiaries of the Walter L. Sams Trust even though it had to pass through their mother before they would inherit the money (for more discussion of the family issues see the Family Committee files 495–496). Betty Sams Christian and her mother maintained that the company was the last thing that Walter L. Sams would have wanted to be liquidated, as dictated by his will (folder 1768), and wished to maintain the company and attempt to make it more profitable. The stockholders voted for the directors for the Board, and because Betty Sams Christian held control of the majority of stock (including her mother's proxy) she was able to appoint members who supported her point of view. Once Mrs. Sams died in 1984, Mrs. Christian lost her proxy, and the shares were represented jointly by Betty Sams Christian and a trust officer from the United Virginia Bank, which resulted in more accountability of the company for its performance and earnings. All of these issues and players led to tense stockholder's meetings. Mrs. Christian often requested her personal legal advisor and company board member, Marshall L. Lowenstein, attend the meetings. Some examples include: in the 1983 May 2 stockholder's meeting (folder 444) Langdon T. Christian questioned the competency of Lottie C. Sams to declare Betty Sams Christian as her proxy; at the 1986 April 16 stockholder's meeting (folder 447) and the 1987 April 20 meeting (folder 448) Langdon T. Christian sent a registered letter stating he would not attend the meetings despite notice to prevent a quorum from being established. This barred the meeting from occurring, and allowed Mr. Christian to protest the leadership of Betty Sams Christian and the decline of company earnings.

Box 21
443 Meeting materials and minutes, 1982 March 12
444 Meeting materials, 1983 May 2
445 Meeting materials, 1984 April 16
446 Meeting materials, 1985 April 15
447 Meeting materials, 1986 April 21
448 Meeting materials, 1987 April 20
449 Meeting materials, 1988 April 18
450 Meeting materials, 1988 August 22
451 Meeting materials, 1989 April 17
452 Meeting materials, 1990 May 22
453 Meeting materials, 1991 April 15
454 Meeting materials, 1993 April 19
455 Meeting materials, 1994 April 18
456–7 Meeting materials, 1995 April 17 (2 folders)
458 Meeting materials, 1996 April 15
459 Meeting materials, 1996 November 22
460 Meeting materials, 1997 April 21
461 Meeting materials, 1998 April 20
462–3 Meeting materials, 1999 April 20 (2 folders)
464 Meeting materials, 2000 April 18


Series 6.3. Committee Meeting Materials and Minutes, 1991–1995.


Includes records of the Benefits Committee, 1991–1995, Executive Committee, 1982–1986 (includes "consent minutes" of agreements to resolutions when the committee did not actually meet in person), and materials relating to the Family Committee. The Family Committee was comprised of Betty Sams Christian and her three sons, Langdon, W. Lee and Mark. The family used the meetings to deal with the question of succession of leadership in the company beyond Betty Sams Christian, and to make her sons feel more involved in the company. There is a very frank transcription of a discussion between Betty Sams Christian and one of her sons regarding the history of leadership in the company and her family's internal relationships. Included also in this section is a small amount of correspondence between family members and also includes information on family business seminars.

Box 22
465–6 Benefits Committee materials, 1991–1995 (2 folders)
467 Executive Committee minutes, 1982 May B 1984 December 14
468 Executive Committee materials, 1983 November (?)
469 Executive Committee materials and minutes, 1983 December 9
470 Executive Committee materials and minutes, 1984 January 20
471 Executive Committee (Special Meeting) minutes, 1984 February 3
472 Executive Committee materials and minutes, 1984 February 13
473 Executive Committee minutes, 1984 May 14
474 Executive Committee materials and minutes, 1984 June 11
475 Executive Committee materials and minutes, 1984 July 16
476 Executive Committee materials, 1984 August 13
477 Executive Committee materials and minutes, 1984 September 24
478 Executive Committee materials, 1984 November 9
479 Executive Committee materials and minutes, 1984 December 14
480 Executive Committee materials and minutes, 1985 February 19
481 Executive Committee materials and minutes, 1985 May 24
482 Executive Committee consent minutes, 1985 June 4
483 Executive Committee materials and minutes, 1985 June 28
484 Executive Committee materials and minutes, 1985 August 2
485 Executive Committee materials and minutes, 1985 September 6
486 Executive Committee materials and minutes, 1985 October 11
487 Executive Committee materials and minutes, 1985 November 8
488 Executive Committee materials and minutes, 1985 December 4
489 Executive Committee materials and minutes, 1985 December 10
490 Executive Committee materials and minutes, 1986 January 10
491 Executive Committee minutes, 1986 February 7
492 Executive Committee consent minutes, 1986 March 14
493 Executive Committee materials and minutes, 1986 March 27
494 Executive Committee materials and minutes, 1986 November 17
495 Family Committee of the Board of Directors, 1986–1987
496 Correspondence, Christian family, 1987–1991


Series 6.4. Reports and Miscellaneous, 1982–1999.


These include the Annual/President's report (similar reports with different names) and Board of Directors' administrative reports

497 Annual Report, Outline of President's, 1984
498 Annual Report, 1985
499 Annual President's Report, 1986


Box 23


500 Amended vs. Unamended Board Discussions and vote, 1987 April – May
501 "Arsenal," (Research and reasons not to sell Central Coca Cola), 1988–1991
502 Board member fee invoices, 1999
503 Central Coca-Cola Bottling Company, Seal Impression, n.d.
504–5 Correspondence, Crestar Trust, 1986–1987 (2 folders)
506 Directors and Officers Liability Insurance, 1991 October 18
507 Draft letter to Board of Directors, 1982
508 Employment contracts, Christian Children, 1982–1984
509 Merger information, 1971
510 Offers to purchase the pompany, 1964–1987
511 Sams, Lottie Crass, Trust, 1986–1987
512–3 The State of Affairs of Central Coca-Cola Bottling Co., 1982 (2 folders)
514 Stock certificate information, 1982
515 Stockholders information, 1982–1987
516 Tax preparation for family directors, 1982–1992
517 Miscellaneous Board of Director's materials


Series 7. Financial Materials, 1981–2003.


This series includes reports, audits, company valuations (compiled in 2001–203 as the Board of Directors considered selling out to a larger bottler), and miscellaneous materials (including information about budgets, capital appropriations, dividends, etc.)

Series 7.1. Financial Reports, 1981–1999.

"Financials" are reports that are compiled to give a picture of the fiscal health of the company by month. Files might include case sales by package, Direct Costs, Discounts, Statement of Earnings Actual vs. Budget, Profit and Loss Statements, and Comparative Financial Statements.

518 Financials, 1981
519 Financials, 1982
520 Financials, 1983
521 Financials, November–December, 1984
522–31 Financials, January – December, 1985 (10 folders) missing September and October
532–41 Financials, January – November, 1986 (10 folders) missing July and December
542–50 Financials, January – December, 1987 (9 folders) missing March, April, and May


Box 24


551–62 Financials, January BDecember, 1988 (12 folders)
563–74 Financials, January B December, 1989 (12 folders)
575–86 Financials, January B December, 1990 (12 folders)


Box 25


587–98 Financials, January BDecember, 1991 (12 folders)
599–610 Financials, January B December, 1992 (12 folders)
611–22 Financials, January B December, 1993 (12 folders)


Box 26


623–34 Financials, January B December, 1994 (12 folders)
635–46 Financials, January B December, 1995 (12 folders)
647–58 Financials, January B December, 1996 (12 folders)
659 Financials, February, 1997


Box 27


660–71 Financials, January B December, 1998 (12 folders)
672–83 Financials, January B December, 1999 (12 folders)


Series 7.2. Audits, 1986–2001.


684 Peat Marwick, Financial Analysis, 1982–1984
685 Peat Marwick, Main and Company, Examination, 1985–1987
686 Peat, Marwick, Main Audit, 1986–1988
687 Peat Marwick, Audit, 1988–1990
688 Deloitte and Touche Audit Reports, 1992
689 S. B. Hoover and Company, L.L.C., Audit of Financial Statements, 2001 December 31


Series 7.3. Company Valuations, 2001–2003.


Company value evaluation materials were mainly produced by Glover Capital Inc. to help the Central owners whether to sell out to a larger bottling group. Materials offer a good assessment of the Coca-Cola bottling industry during the early 2000s.

Box 28
690–92 Consolidated Summary, 2001 (3 folders)
693 Draft Evaluation Materials, 2001
694 Stock Appraisal for Shareholders of Central Coca-Cola Bottling Company, 2001
695 Evaluations Materials, 2003
696 Review for Central Coca-Cola Bottling Co., 2003 July 22
697 Stock Appraisal for Shareholders of Central Coca-Cola Bottling Company, 2003


Series 7.4. Miscellaneous Financial Materials, 1986–2003.


698 Budgets, Central Coca-Cola Bottling Company, 1994 January B June
699 Budgets, Hagerstown and Staunton, 1995
700 Capital Appropriations Requests, 1993
701 Dividends to Lottie C. Sams and Walter L. Sams trusts, 1999
702 Dun and Broad Street Report of Central Coca-Cola Bottling Company, 1986
703 Finance Meeting, 1994
704 Production Center Distribution/Transportation Report for First Quarter, 2003
705–08 Sales Reports, 1982–1985 (4 folders)
709 Transportation Cost Analysis, 2002 January
710 Miscellaneous Financial Materials, 2000–2002


Series 8. Human Resources and Labor Management, 1981–2000.


A number of the files below document the Company's efforts to use incentives to motivate their employees and increase the company's sales. The union file for Cumberland, Md. (folder 761) regards the renegotiation of employee benefits at that plant.

Box 29
711 Christmas Letters to Employees and Bonuses, 1988–1993, 1998–1999
712 Defined Benefit Pension Plan, Modification of, 1994
713 Executive Employee Contract, Draft, 1986
714 Executive Income Continuation Plan Information, 1981
715 Employee Service Pins, 1985–1990
716 Forness, Colleen, Correspondence, 1998–2000 (H. R. Manager)
717 Gainsharing, 1993–1995
718 Group Insurance Plan for Employees of Central Coca-Cola Bottling Company, 1982
719 Hiring and Employment Practices Notes, Betty Sams Christian, 1986?
720–21 Incentive Status Reports, 1994 (2 folders)
722 Job Openings, 1998–1999
723 Plant Manger's Incentive Program, 1986–1989
724 Production consolidation managerial compensation, 1984
725–26 Promotions and salary increases, 1983–1985, 1987, 1989, 1994, 1998–1999 (2 folders)
727a Resumes and recruiting, 1984–1986
727b Union Agreement, Cumberland, Md., 1984 June


Series 9. Legal Materials, 1978–2000.


These files chiefly concern Central Coca-Cola's participation in a lawsuit against the Coca-Cola Company over the pricing and ingredients for Coke. Also included is information on the federal government's investigation of Central Coca-Cola and other soft drink bottlers for price fixing. Among the miscellaneous files is an agreement between Central Coca-Cola and Langford T. Christian, III, concerning company-held antique furniture; this agreement was related in part to the divorce of L. T. Christian and Betty Sams Christian.

Series 9.1. The Coca-Cola Company v. Unamended Bottlers, et al, 1978–1991.

Central Coca-Cola and other bottlers formed a group called the Bottlers of Coca-Cola USA and waged a long running legal battle with the Coca-Cola Company over changes to the original Coca-Cola formula without the consent of the bottlers. They felt the changes to the original formula (i.e. Diet Coke, Caffeine Free versions, and the replacement of sugar by high fructose corn syrup or HFCS-55) violated their contracts with the parent company. The bottlers mainly opposed the increase in the price of syrup with the changes to the formula, further lowering their already increasingly small profit margins. These bottlers were also referred to as "unamended first line Coca-Cola bottlers" or as the "Elizabethtown plaintiffs." Many of the same bottlers involved in the Elizabethtown suit also joined the 1983 litigation concerning the price of Diet Coke Syrup.

728 Bottlers Contracts, amendments, options and renewals, 1978–1987
729 Cessation of Production Agreements, 1991
730 Coca-Cola Company Injunction to only provide sucrose to unamended bottlers, 1988
731 Diet Coke Litigation, 1987–1988, 1991
732 Three Year Vender Purchase Incentive Program, 1988


Series 9.2. Antitrust Investigations, 1983–1990.


In 1984 Central Coca-Cola Bottling Co. faced litigation when the government cracked down on the bottlers of Coke and Pepsi in Virginia for price fixing. The alleged goal of the indicted companies was to inflate prices for products and prevent other bottlers from growing. Central Coca-Cola was cleared of any illegal practices.

733 Antitrust Compliance Guide and Issues, 1984, 1989–1990
734–35 Antitrust Investigations, 1984–1990 (2 folders)
736 Hixon, Samuel W., Correspondence, 1983–1989 (lawyer Antitrust Cases)


Series 9.3. Miscellaneous Legal Materials, 1982–2000.


Among the miscellaneous files is the antique settlement for Langdon T. Christian. Langdon and Betty Christian ended their marriage and business partnership in 1982 with their divorce and Langdon's retirement from Central Coca-Cola. The antique settlement concerns the appraisal of furniture held by the company for sale to Mr. Christian. The Memorandum of Understanding regards a development deal offered to Central Coca-Cola by the Winchester-Frederick County Economic Development Commission. The development group offered significant funding for signing an agreement to build a sales center in the area. The Williams Mullen Clark and Dobbins file includes miscellaneous correspondence from the firm that served as corporate counsel to Central Coca-Cola.

737 Central Coca-Cola Bottling Company Antique Settlement with L. T. Christian, III, 1982–1987
738 Memorandum of Understanding, Governor's opportunity fund, Winchester, Va., 1998
739 Williams Mullen Clark and Dobbins, 1999–2000 (corporate attorneys)


Series 10. Operations Materials, 1963–2002.


These materials are subdivided into Series 10.1. General Central Coca-Cola Operating Files, Series 10.2. Bottling Location Files, Series 10.3. Cocal-Cola Company Files, Series 10.4. Coca-Cola USA (CCUSA), later Coca-Cola North America (CCNA) Files, Series 10.5. Consultants Files, Series 10.6. Facilities Management Files, Series 10.7. Production Files, Series 10.8. Training materials, Series 10.9. Transshipping information, 1972–1994, and Series 10.10. Miscellaneous Operations materials.

Series 10.1. General Operating Files, 1963–2002.

Regarding the files for Dave Compton (folders 743–745), he was appointed Director of Operations in 1984, and put in charge of engineering, quality assurance, purchasing, facilities planning, and plant operations. Ralph Ransone's files concern his tenure as Central Coca-Cola's secretary and treasurer. The Subject Notebook most likely is Ralph Ransone's and contains topics concerning: corporate tax laws; lists of the banks the company uses, the street addresses of the plants, stockholders, officers and directors of the individual plants, plant federal numbers, Mid-Atlantic Canners Association, Inc. pricing from 1969–1973, and By-Laws of all the corporations operated under the Central Coca-Cola umbrella. Apartheid and Coca-Cola (folder 740) refers to a protest in Central's franchise area. Bottler Systems Inc. provided software to bottlers (folder 741).

Box 30
740 Apartheid and Coca-Cola, 1989–1991
741 Bottler Systems Inc., 1998–2002
742 Christian, Betty Sams, Memos from, 1997–1999
743 Compton, Dave, Corporate Fishing Trips, 1998–1999
744–45 Compton, Dave, Correspondence, 1984, 1992, 1998–1999 (2 folders)
746 Customer Correspondence, 1991–1992, 1999
747 Lorch, Robert B., Correspondence, 1982–1984
748 Out of Stocks and Short Shipment Reports, 1994
749 Purchase Order Authorization Organization, 1984
750–52 Ransone, Ralph E., Correspondence, 1971–1984 (3 folders)
753 Ransone, Ralph?, Subject Notebook, 1963–1975
754 Refreshing News, 1998–2000, 2002 (Central Coca-Cola Newsletter)
755 Reorganization plans, 1984
756 Team Meetings, 2001–2002
757 Vending Machine Crime Reporting Procedures, 1995


Series 10.2. Bottling Locations and Sales Centers, 1982–2001.


These operations files deal with the day-to-day correspondence between Central Coca-Cola's headquarters in Richmond, Va. and the franchises. Included are photographs of facilities and equipment. The Fairmont, West Virginia, Union Issues file (folder 763) refers to pamphlets found in the area around the plant promoting a boycott of "non-union Coca-Cola."

758 Chambersburg, Pa., 1984–1985, 1990, 1998
759 Charlottesville, Va., 1982–1991
760 Cumberland, Md., 1984–1990
761 Fairmont, W. Va., 1983–1987
762 Fairmont, W. Va., Dunmire, Steve, 1987
763 Fairmont, W. Va., Union Issues, 1989


Box 31


764 Hagerstown, Md., 1984–1990, 1992, 1994, 1999, 2001 (See also Oversized Folder 1)
765 Hagerstown, Md., Employee Issues, 1994
766 Hagerstown, Md., Family Partnership for Constructing a Sales and Production Center, 1992
767 Hagerstown, Md., Onnen, Bill, 1998–1999
768 Harrisonburg, Va., 1983–1988
769 Harrisonburg, Va., Daily Customer Call Sheets, 1981
770 Lima, Ohio, 1984, 1992, 1998
771 Oakland, Md., 1984–1985
772 Romney, W. Va., 1982–1989, 1994
773 Staunton, Va., 1979, 1982–1991, 1998
774 Staunton, Va., Original Plant Sale, 1982–1986
775 Williamsport, Pa., 1982–1983, 1990
776 Winchester, Va., 1981–1991, 1997
777–79a York, Pa., 1982–1993, 1997, 2001 (3 folders)
779b Miscellaneous (See Oversize Box 86 and Oversized Folder 1)


Series 10.3. Coca-Cola Company Materials, 1984–2000.


The "Goizueta, Roberto C., visit to Monticello, 1995 July 4" file (folder 785) deals with Coca-Cola Company president Goizueta's visit to Monticello to speak at the July 4 Naturalization Ceremony held annually at the historic site. Goizueta was a Cuban immigrant to the United States and was naturalized in 1969. For more information on the "Ivester, M. Douglas, visit to Charlottesville, 1994" file (folder 786) see also the school sponsorship files, University of Virginia. Mr. Ivester visited the University of Virginia to help Betty Sams Christian sell Coca-Cola products to the school.

Box 32
780 Advertising (response to Pepsi's use of Michael Jackson), 1984
781 Belgium and France quality concerns, 1999
782 Centennial Celebration, 1986
783 Clothing (Coca-Cola Clothes by Murjani, party invitation), n.d.
784 Dyson, Brian, CEO Coca-Cola Enterprises, COO Coca-Cola Co., correspondence, 1984–1990
785 Goizueta, Roberto C., visit to Monticello, 1995 July 4
786 Ivester, M. Douglas, visit to Charlottesville, 1994
787 Keough, Donald, COO Coca-Cola Co., correspondence, 1987–1993
788 Outreach Efforts (following Sept. 11, 2001 attack on World Trade Center)
789 Stock report by Paine Weber, 1989
790 Susong, Walter L., VP Coca-Cola Co., notice of death, 1996
791 Wallace, Charles L., Exec. Asst. to CEO of Coca-Cola Co., correspondence, 1995
792 Walt Disney World/Walt Disney Land discount information, 1991–1997
793 Woodlee, E. Virginia, Coca-Cola Co. Legal Dept., retirement, 2000 March 9
794 World of Coca-Cola, 1994


Series 10.4. Coca-Cola USA Materials, 1977–2000.


Coca-Cola USA (CCUSA) and the subsequent Coca-Cola North America (CCNA) are the domestic business unit of the Coca-Cola Company that provides marketing and technical expertise to bottlers in the US and Canada.

795 Advertising Promotions: "The Coke Enterprise," and "Get Together," 1984
796 Advertising Promotions, 1999
797 Aspartame, use of, 1983–1984
798 Blackington, John, CCUSA, resume, 1992
799 Bottler Business Conference, 1984
800 Bottler Marketing Meeting, 1984 May 8
801 Civic Action Network, 1995–1998 (SEE ALSO aud iovisuals, VHS tapes)
802 Consumer Information Center, 1977, 1984–1985
803 Cooper, Ralph, President, CCNA, retirement, 2000 August 25
804–3 Correspondence, 1982–2000 (2 folders)
806 Diet Coke, 100% Aspartame Formula, 1984
807 Diet Coke vs. Diet Pepsi Taste Test, 1984–1985
808 Dunn, Walter H., VP Prestige Accounts, CCUSA, correspondence, 1989, 1994
809 Herbert, Ira C., President, CCUSA, correspondence, 1988–1990
810 High Fructose Corn Syrup, use of, 1984
811 Kirkpatrick Dave, CCUSA District Manager, correspondence, 1987
812 Landscape Leadership Award, 1998
813 Mailgrams, 1983–1989
814 Mainstream, Council Meeting, Housing Cancellation Form, CCNA, 2002 April 23–24
815 National Accounts Group, 1983
816 P erformance Evaluation of Central Coca-Cola by Charles I. Wallace, VP Franchise Affairs, 1987–1992
817–18 Quality Control, CCUSA Mid-East bottlers, 1983–1985 (2 folders)
819 Recycling, 1971, 1984
820 Response by CCUSA to March meeting with Coca-Cola Bottler's Association Marketing Committee, 1985 May 29–30
821 Roman, John, CCUSA Eastern Area Manager, death of, 1985
822 Valley Regional Project, 1982 November
823 What is in Coca-Cola? 1991
824 Wood, Paul, CCUSA Regional Manager, correspondence, 1983–1992


Series 10.5. Consultants Materials, 1982–1996.


Ipplito and Christon, Consultants, produced a strategy for a long-term business plan for the company in 1987. Central Coca-Cola hired consultant William E. Welsh in 1987 to help the company develop management trainees and in particular help the troubled Lima, Ohio plant. Welsh's Coca-Cola franchise experience began with the Akron Coca-Cola Bottling Co. in 1970, where he served as president for the last two years of his tenure. During Welsh's consultation with the company he joined the Board of Directors of Central Coca-Cola and remained on the board until at least 2002.

Box 33
825 Beverage Marketing Corp. of New York, 1996
826 Bitzer, John F., Jr. of Abarta Inc.,Correspondence, 1982–1989
827 Howard J. Williams and Associates, Consultants, 1988
828–29 Howard J. Williams and Associates, Operations Analysis for Central Coca-Cola Bottling Co., 1988 October (2 folders)
830 Ippolito and Christon and Co. reports, 1987
831 MSL International Ltd., Executive Search Firm, 1984
832 Profit Management Development, 1983
833–34 Welsh, William E., Correspondence, 1982–1988 (2 folders)


Series 10.6. Facilities Management Materials, 1982–1999.


835 ADT Security System, 1990–1991
836 Annual Safety Meeting, 1999
837 Building maintenance, 1983–1984
838 Chelsea Company Consignments, 1986
839 Corporate Overhead Expense Estimates, 1993
840 Fuel Savings Suggestions, n.d.
841 Invoices for items Betty Sams Christian Purchased for Central Coca-Cola Bottling Company, 1982–1993
842 Office Decoration, Richmond Headquarters [?], 1985, 1992, 1994
843 United Security Vault Safe Deposit Box, 1989


Series 10.7. Production Materials, 1978–2000.


Production standards were important to The Coca-Cola Company. It pushed the bottlers to produce a consistent product that met its standards, and offered the bottlers many ways to audit and evaluate themselves.

844 Aseptic Packaging, 1978–1984
845 Product Quality Audit, Hagerstown, Md., 1998–1999
846 Product Quality Audit, Staunton, Va., 1998–2000
847 Production Packaging Update, 2002
848 Production plant analysis for Central Coca-Cola Bottling Co., Inc., Winchester, Va., 1998
849 Quality Incentive Program, 1984
850 Sugar Cola Syrup Conversion, 1987
851–52 W. R. Randolph, Inc., Plant Evaluations, 1985 (2 folders)
853 Water Quality, Environmental Protection Agency, 1990–1992


Series 10.8. Training materials, 1982–1999.


The "Year 2000 Readiness disclosure, 1999" was a training program designed to help bottlers be prepared for "Y2K" issues when computer programs were supposed to fail at the turn of the 21st century.

Box 34
854 Beverage Digest Seminar/Forum, "Future Smarts II," 1985
855–60 Bottler Training, 1983–1988, 1994 (6 folders)
861 Contour Bottle Training, 1995
862 Discovery: Articulating the Positive Core of Central Coca-Cola Questionnaire, n.d.
863 Field Execution Department, Workshops and Training, 1986, 1991
864 "How to Make your Prices Stick," Seminar, 1989
865 Quality Assurance Department, Training, 1989
866 "Swim with the Sharks without Being Eaten Alive," Critiques, 1989
867 Training Video Library Index, 1988–1992
868 Year 2000 Readiness Disclosure, 1999
869 Miscellaneous Management Training Information, 1982–1994, 1999


Series 10.9. Transshipping Information, 1972–1994.


Transshipping or "footballing" is the practice of selling products in another bottler's franchise territory. The Transshipping Claims files represent the company's complaints against other bottlers selling products in Central Coca-Cola's territory. Coca-Cola USA resolved transshipping issues among the bottlers, and exercised the right to fine bottlers who transshipped products into another producer's territory.

870–73 Transshipping Claims, 1972–1988, 1992–1994 (4 folders)
874 Transshipping Complaints against Central Coca-Cola Bottling Co., 1974–1987
875a Transshipping Procedures, 1982–1988


Series 10.10. Miscellaneous Operations-related Information.


875b Blank report forms, n.d.
875c Stationary, Coca-Cola
875d Miscellaneous Correspondence, 1983–2002


Promotional posters, 1947


Series 11. Marketing and Sales Promotions, 1972–2002.

This series includes product-wide marketing information, beverage-specific marketing information, marketing reports from coca-Cola USA, marketing workshops and meetings, Olympic Games promotional materials, merchandise calendars, marketing information provided by Data Bank, and miscellaneous marketing-related files, some of which include photographs.

Series 11.1. Beverage Promotional and Marketing Tools, Product Wide, 1985–1989.

Most of these materials were provided by Coca-Cola USA for use either regionally or nationally. The Executive Summary and Marketing Plans, 1985–1987, and the Marketing Programs were specifically prepared for Central Coca-Cola Bottling Company.

Box 35
876 Executive Summary and Marketing Plan, 1985 March 12
877 Executive Summary and Marketing Plan, 1985 December 10
878 Executive Summary and Marketing Plan, 1986 December 15
879 Executive Summary and Marketing Plan, 1987 December 15
880 Executive Summary and Marketing Plan, 1989
881 Marketing Plan Resources, 1986
882–83 Marketing Plan Resources, 1987 (2 folders)
884–86 Marketing Plan Resources, 1988 (3 folders)
887 Marketing Programs, 1986
888 Marketing/TAG Meeting, 1986 July 15
889 Marketing/TAG Meeting, 1986 July 17
890 Marketing/TAG Meeting, 1989 May 9
891 Multi-Brand Marketing Strategy and Standards, Planning Guide, 1985 March 12–13
892 Multi-Brand Marketing, 1986 November 12–13


Series 11.2. Individual Beverage Information and Marketing, 1973–2000.


Files include promotional and marketing plans along with correspondence between Central Coca-Cola and Coca-Cola USA or the producer of the beverage. Not all of Coca-Cola's beverage products were available to all regions. If there was a gap or demand for products not available to Central Coca-Cola from The Coca-Cola Company they were permitted to produce beverages from other companies.

Diet Coke's introduction was gradual on a test market basis. The bottlers who got to test Diet Coke were generally companies that the Coca-Cola Co. owned or with whom they held some financial interest. Central Coca-Cola and the Coca-Cola Bottlers Association had objections "to the change in the formula for Coca-Cola without its consent, and that it objects to the use of the 'Coca-Cola' and 'Coke' trademarks in which this company has an interest in connection with the manufacture, advertisement, promotion, and sale of 'diet Coca-Cola' in the United States." The bottlers maintained that Coca-Cola should continue the same purchase price for the Diet Coke syrup as they paid for the regular syrup in their original contract. This delayed Central Coca-Cola from introducing Diet Coke in its territory. As part of the disagreement Central had with the Coca-Cola Company the owners documented every request they got in their bottling territories for Diet Coke in the first half of 1983 (Folders 909–914). The bottlers eventually reached a compromise with the Coca-Cola Company on the prices of the Diet Coke syrup. Also of interest is the marketing plan for the monumental disaster New Coke (folder 915–916), and the files for the re-introduction of Classic Coca-Cola (folder 902) after New Coke had failed.

Box 36
893–84 A&W Rootbeer Products, 1986–1994 (2 folders)
895 Cadbury Beverages, 1992–1994
896 Canadian Arctic Twist, 1992
897 Canfield's Sodas, n.d.
898 Clear Tab, 1993
899–901 Coca-Cola, 1983–1992 (3 folders)
902 Coca-Cola Classic, Marketing Re-Introduction, 1985 July 23
903 Coca-Cola, Caffeine-Free, 1990
904 Coke, Cherry, 1985–1990
905–08 Coke, Diet, 1983–1993 (4 folders)


Box 37


909–14 Coke, Diet, Introduction and Requests, 1983–1985 (6 folders)
915–16 Coke, New, 1985 (2 folders)
917 Dasani Introduction, 1999
918 Evian, 2000
919 Fresca, 1992
920 Fruitopia, 1994
921–22 Lipton Iced Tea, 1986–1991 (2 folders)
923 Mellow Yellow, 1986–1991
924 Mellow Yellow, Diet, 1988


Box 38


925 Minute Maid Introductory Agreement, 1986
926 Minute Maid, 1989–1990
927–8 Minute Maid Juices To Go, 1992 (2 folders)
929 Mistic Beverage Products, 1992–1993, 1996, 1998–1999
930 Mott's Juices and Juice Drinks, 1992
931 Nestea, 1991–1994
932 Pocono Artesian Waters Company, 1991–1993
933 Samson Beverage Drink, 1973
934 Schweppes, 1989–1992
935 Seagrams Beverage Company, 1988–1993
936 Sprite, 1986–1990
937 Sun Drop, 1991
938 Sunkist, 1984, 1991–1993
939 TAB, 1983–1986
940–45 Multiple Brands, 1983–1994 (6 folders)


Series 11.3. Coca-Cola USA Marketing Information Mailings, 1982–2002.


Marketing information mailings were sent to the Central Coca-Cola Bottling Company by Coca-Cola USA, the domestic division of the Coca-Cola Company, on a weekly basis. The mailings were meant to inform the company about marketing events and advertising promotions to aid in the sale of coca-cola products to retailers and the public.

Box 39
946–59 Marketing Information Mailings, 1982 October– 1984 July (14 folders)


Box 40


960–71 Marketing Information Mailings, 1984 August B 1985 May (12 folders)


Box 41


972–82 Marketing Information Mailings, 1985 June– 1986 August (11 folders)


Box 42


983–93 Marketing Information Mailings, 1986 September B 1988 December (11 folders)


Box 43


994–1002 Marketing Information Mailings, 1989 January B1991 March (9 folders)


Box 44


1003–13 Marketing Information Mailings, 1994 January B 1995 May, November (11 folders)
1014 Marketing Information Mailings, 2000 December, 2001 August
1015 Marketing Information Mailings, 2002 February– March


Series 11.4. Marketing Workshops and Meetings, 1984–1994.


Box 45
1016 Action Team Workshop, 1984
1017 Action Team Workshop, 1988 January 10–13
1018 Action Team Workshop, 1993
1019 Meeting, Central Situation Assessment, 1999 August
1020 Meeting, Sales, 1993 December 16
1021 Meeting, Sales, 1994 August 12
1022 Meeting, Sales, 1994 September 14–15


Series 11.5. Olympic Games Promotional Materials, 1984–1996.


1023–27 Olympic Promotional Plan Resources, 1984–1996 (5 folders) (See also Box 86 Oversized)
1028 Olympic Record, 1984 August B October
1029 Olympic Souvenir Program, Los Angeles, 1984
1030 Olympic Torch Tour Newspaper Clippings and Photos, Atlanta, 1995–1996


Series 11.6. Promotional Merchandise Catalogs, 1982–1999.


The Coca-Cola Company is known for its merchandising just as much as its soda products. These catalog companies produced Coca-Cola licensed items for bottlers to use to promote the product with customers and the general public.

Box 46
1031 BN Genius, 1989
1032 Case-Hoyt/Atlanta, 1985
1033 Cherokee Publishing Company, 1983
1034–38 The Coca-Cola Catalog, 1994–1999 (5 folders)
1039 The Coca-Cola Catalog, Pin Catalog, 1997–1998
1040 Collectibles from the Coca-Cola Company, 1992
1041 Gorman Supply Inc., 1990–1991
1042 Group II Communications, 1988–1989
1043 Harrison Trademarketing, 1996–1997
1044 Khoka Productions, Inc., 1983
1045 Madison Sales Corporation, 1988–1991
1046 Meisel Photochrome Corporation, 1984
1047 Miller Manufacturing Company, Inc., 1983
1048 Murjani International, 1985
1049 Nevins Marketing Group, 1982–1996
1050 Point of Sale Service, 1985–1986
1051 Ray's Advertising, 1982–1991
1052 Retail Licensing Program, 1984
1053 Right Images Premium Wearables, n.d.
1054 Ritway, Inc., 1988–1996
1055 Simon and Associates, n.d.
1056 Specialty Counselors Advertising, 1983–1985
1057 Starline, Inc., 1989[?]
1058 Wilson Marketing, 1988


Series 11.7. Data Bank, 1986–1999.


Data Bank was a contract service that provided marketing information concerning the sales of beverages in the territories where Central Coca-Cola bottled products. With this information the company could make decisions about production and understand Coca-Cola's market share in the communities where they sold their products.

Box 47
1059–60 Data Bank Final Reports, 1986 (2 folders)
1061–62 Data Bank Final Reports, 1987 (2 folders)
1063 Data Bank Records, 1987
1064 Correspondence, Phillips, Kent I., 1995, 1998–1999 (Data Bank USA President)


Series 11.8. Miscellaneous Marketing Materials, 1972–2002.


1065 Competitive Product Price Analysis, 1987
1066 Fountain Sales Information, 1987, 1992
1067 Maps, Beverage Digest, The Green Sheet Maps, 1972, 1983–1999
1068 Maps, Territory, n.d.
1069 Marketing Plans, Central Coca-Cola, 1995, 1999
1070 Merchandising equipment, 1983–1989
1071 Photographs, Cancun, Mexico, 1989 September
1072 Photographs, Mid-Atlantic Coca-Cola, Willow Lawn Safeway, 1984 August
1073 Photographs, St. Patrick's Day displays, ca. 1994
1074 Photographs, Sales displays, ca.1980s
1075 Photographs, Sales meetings, n.d.
1076 Population statistics, 1980–1994
1077 Postcards, Coca-Cola themed, n.d.
1078 Promotions, Armed Services Sales, 1983
1079 Promotions, Central Coca-Cola Business Plan, 1990 September B December


Box 48


1080–82 Sales Incentives, Adventure '87, 1987 (3 folders)
1083–84 Sales Incentives, Operation Tiger, 1980 (2 folders)
1085 Sales Centers Third Quarter Business Review, 2002
1086 Vehicle Advertising, 1982
1087–88 Youth Marketing, 1982–1991 (2 folders)


Series 12. Publications, 1927–2002.


This series includes publications by the Coca-Cola Company in the areas of management, production, and sales, as well as non-Coca-Cola Company publications from a variety of sources. Among these is other soft drink companies for whom Central Coca-Cola provided bottling services, beverage industry organizations, financial industry organizations, management industry organizations, as well as the popular press. Compiled by Mrs. Christian, the topics represented extend beyond the beverage industry.

Series 12.1. Coca-Cola Company Publications, 1927–2002.

These publications were produced by the Coca-Cola Company and its subsidiaries to educate bottlers and their employees about various topics including procedures, customer service, training (i.e. bottler, route salesman), World War II wartime restrictions and postwar hiring. The publications are organized by their purpose: Management, Production and Sales.

Management publications include annual reports and company histories. They also include publications are geared toward managers of bottling companies. Three publishers produced The Coca-Cola Bottler: the Coca-Cola Bottler's Association, Hickory Publishing Company, and Coca-Cola USA. Bulletins were sent out to insure that bottlers were maintaining standardized uniforms, paint colors, and other details for all of the Coca-Cola products. Note the two post-World War II publications, The Post War Hiring Problem (folder 1130) and Post War Plan (folder 1131), both 1945?; which deal with hiring issues and sales plans for after the war.

Most of the publications were created by Coca-Cola USA, but some were produced by other bottlers.

The Production-related publications reflect Coca-Cola Company's focus on the standardization of production to insure a quality product from all bottlers.

Many of the sales publications were written for route salesmen and their managers. Note the Bottles and Carton publications (folders 1151–52) which helped salesmen educate vendors to properly ration Coca-Cola during World War II.

At the end of this series there are several advertising posters and some miscellaneous Coca-Cola Company publications.

Box 49
Management-oriented publications
1089–93 The Coca-Cola Company, Annual Reports, 1978, 1980–1996, 2002 (5 folders)
1094 The Chronicle of Coca-Cola Since 1886, 1973, 1977
1095 "Coca-Cola: 'Over 100 Years of Refreshment,'" 1990
1096 The Coca-Cola Company: An Illustrated Profile, 1974
1097 The Coca-Cola Company: International Headquarters, 1981
1098 The Coca-Cola Company: A Portrait of a Worldwide Business, 1977
1099 A Picture book relating the Fantastic and phenomenal through-the-years account of Coca-Cola, 1972
1100 Addresses Delivered at the National Coca-Cola Bottler's Conference, 1927, 1930
1101 Addresses Delivered at the Western Coca-Cola Bottlers' Conference, 1928–1929
1102–05 The Coca-Cola Bottler, 1946 January B 1947 December (4 folders)


Box 50


1106 The Coca-Cola Bottler, 1970 January B March, 1971 January and 1974 January
1107 The Coca-Cola Bottler, 1976 March, 1981 April B May, 1982 May B July
1108 The Coca-Cola Bottler, 1982 August BDecember
1109 The Coca-Cola Bottler, 1983 January B October
1110–14 The Coca-Cola Bottler, 1984 January –1988 December (5 folders)
1115 The Coca-Cola Bottler, 1989 January B November
1116 The Coca-Cola Bottler, 1990 January–1991 November
1117 The Coca-Cola Bottler, 1992 January B 1993 May


Box 51


1118 Refresher USA, 1984 January/February
1119 Bulletins from the Coca-Cola Bottling Association, 1951–1969
1120–21 Bulletin, Standardization, 1957–1968 (2 folders)
1122 Bulletin, Technical Services, 1955–1957
1123 Employee Benefits Handbook, The Coca-Cola Company, 1974
1124 Employees' Retirement Plan, The Coca-Cola Company, 1948
1125 Employee Training, Coca-Cola USA, 1984
1126 Group Insurance Plan, Coca-Cola Bottling Co., 1968
1127 A Handbook for Employees of Mid-Atlantic Coca-Cola Company, Inc., 1983?
1128 Highlights from the Lanham Act..., 1947
1129 Management Action for Progress and Profit, 1957
1130 The Post War Hiring Problem, 1945
1131 Post War Plan, 1945
1132 Summary of Business Conferences for Bottlers of Coca-Cola, 1942
1133 Training 1991, Quality Assurance Department, 1991
1134–1141 Training Catalog for Bottlers of Coca-Cola, 1980–1987 (8 folders)
1142 Training Times, 1980


Production-related publications, 1950s–1992


Box 52
1143 Always the Same, Always the Best: A Look at Quality Control..., 1979 July
1144 Carbonator Procedures, n.d.
1145–46 Cleaning and Sanitizing Manual, 1970 (2 folders)
1147–48 Cooler Service Manual, 1956 May (2 folders)
1149 Gas Control Procedures, n.d.
1150 Instructions on Sterilization of Plant Equipment and Bottles, 1950s?
1151 Measuring Acid Content of Soft Drinks, 1963
1152 Office Procedures and General Information, Hagerstown, Md., 1970s?
1153–54 Plant Office Procedures, 1960s? (2 folders)
1155–56 Pre-Mixmanship Manuals, 1962 (2 folders)
1157–58 Pre-Mix Production Manual, 1955–1956 (2 folders)
1159 Pre-Mix Sales, 1955
1160 Pre-Mix Service Manual, 1957–1959
1161 Production Training Guide, 1959
1162 Quality Every Time, 1992
1163 Safety Rules and Other Regulations Designed to Protect and Enhance Life at Work, n.d.


Sales pamphlets and books, 1927–1978


Box 53
1164 Bottles (concerns war-time rationing), 1942?
1165 Carton (concerns war-time rationing), 1942?
1166 Case Sales of Coca-Cola in Service Stations, New Outlets for Returnables..., 1968
1167–68 Catalog of Merchandising Equipment for Coca-Cola, Vol. 1, 1957–1969 (2 folders)
1169 The Chips are Down, n.d.
1170 "Coca-Cola Increases Sales of Gas and Oil," n.d.
1171 "Coca-Cola Profits," n.d.
1172 Combat the Space Famine, 1969
1173 Continuous Quality: Coca-Cola Posters, 1947 (Filed in Box 86 Oversized)
1174 Daily News, "People Put Coke in the News," 1947 July 1
1175 Daytime Radio and increased sales volume, 1948? (Filed in Box 86 Oversized)
1176 Do They Know the Answers? A Route Management Training Aid, 1948
1177 Doorway to Opportunity, 1951
1178 Getting the Most Out of Carton Coolers, 1973
1179 How to Get your Local Advertising Off the Ground, n.d.
1180 Important Notice for the Manager, n.d.
1181 Instructions for Installing and Operating the Standard Sales and Merchandising Record System, 1946
1182 "It's Their School . . . but Your Market," 1947 (Filed in Box 86 Oversized)
1183 Leverage Packaging Strategy/ Coca-Cola USA, 1973
1184–85 Library of Meeting Notes for Route Salesman Training on Basic Merchandising, 1958 (2 folders)
1186 Local Print Material Catalog, 1966–1967
1187 "Marketing Planner," 1967 (Filed in Box 86 Oversized)
1188 Meet the 70s, 1969?
1189 "More Power from Radio: To Penetrate your Major Markets," 1947–48 (Filed in Box 86 Oversized)
1190 Mty Bottles, 1927
1191 "National Five Star Dealer News," 1928–1929
1192 National Sales, The Professional Team Created to Assist Bottlers in National Accounts, 1980s?
1193 Planning For Improved Profits..., 1962
1194 Presence...Torn from the Past: Coca-Cola, 1970s?
1195 Questions and Answers for Coca-Cola Truck Salesmen, 1929?
1196 Rebuilding the Route for More Volume, More Profit, 1947
1197 "Recommended Tools for Assembling the New Outside Advertising Material," 1947
1198 Refrigerator, n.d.
1199 A Report on Soft Drinks, 1953?
1200 Restricted Items, Handling, 1942?


Box 54


1201 Route Management, No. 1–4, 1947 (missing number 2)
1202 Route Management, 1947
1203 Route Management Handbook, 1961
1204 Sales Promotion Bulletins, 1947–1948
1205 Sales Training Program, Salesmen's Guidebooks for Manager's Reference, 1940
1206–7 Sales Training Program, Manager's Guide, 1940 (2 folders)
1208 Sales Training School, Coca-Cola Bottling Co., of Chicago, Inc., 1957
1209 Sell Profit from a Cooler Well-Displayed, 1947
1210 Selling Coca-Cola; A Reference Book for Truck Salesmen, 1929?
1211 Service Station Merchandising, 1968–1971
1212 "Servicing the White Cooler for Coca-Cola," 1946 (Filed in Box 86 Oversized)
1213 Soccer Momentum Resource Book, 1977
1214–15 Special Events Handbook, 1954? (2 folders)
1216 The Star Salesman Says...," 1960
1217 There's no Business Like Cold Business: 1978 Cold Drink Program, 1978
1218–19 The Three B R's for efficient Route Operations, 1962 (2 folders)
1220 Training Handbook, ca. 1955
1221 What Dick said to Tom and Harry..., 1940
1222 Youth Handbook, 1950
1223 Miscellaneous Coca-Cola Sales Tools, n.d.


A page from a booklet meant to educated bottlers on how to ration Coca-Cola during WWII

A page from a booklet meant to educated bottlers on how to ration Coca-Cola during WWII



Miscellaneous Coca-Cola Company posters, 1945? and 1990


1224 "Cool Under Pressure (Magicans)," 1990 (In plant poster, not for retail use, 2 copies) (Filed in Oversized Folder 1)
1225 "If you want to help keep America clean buy Coca-Cola in returnable bottles," n.d. (Filed in Box 86 Oversized)
1226 "Keep Your Winners Upfront, Rotate Your Stock," 1990 (In plant poster, not for retail use, 2 copies) (Filed in Oversized Folder 1)
1227 "Magicans," 1990 (In plant poster, not for retail use, 2 copies) (Filed in Oversized Folder 1)
1228 "Magicans, New Kids on the Block," 1990 (In plant poster, not for retail use, 2 copies) (Filed in Oversized Folder 1)
1229 "Radio Window Streamers," 1945? (Filed in Box 86 Oversized)


Miscellaneous Coca-Cola Company Publications, n.d. and 1959–1980.


The Environmental Renewal publication (folder 1231) is a transcription of a speech given by Coca-Cola President J. Paul Austin in 1970. The collection contains a single special issue of Momentum (folder 1233), which describes itself as "the magazine for employees of The Coca-Cola Company, worldwide, . . . dedicated to the search for a better environment." Share a Look at the Future (folder 1234), concerns the Management Information Systems Division at The Coca-Cola Company. The Sports Programs and Flyer Catalog (folder 1235) is only the folio that contained the information.

1230 "Cooking with Coca-Cola," 1979
1231 Environmental Renewal or Oblivion Quo Vadis?, 1970 April 16
1232 Have a Coke and Smile, 1980?
1233 Momentum, 1970
1234 Share a Look at the Future, n.d.
1235 Sports program flyer catalog, 1959–1960 (folio only)


Series 12.2. Non-Coca-Cola Company Publications, 1927–2002.


This series includes annual reports, 1980–1989, of companies for whom Central Coca-Cola would provide bottling services, including A&W Brands and Cadbury Schweppes brands. Also included are annual reports for Columbia Pictures Entertainment, which owned the Coca-Cola Company in the late 1980s.

In addition, there are articles and serials, 1929–1997, from non-bottling industry related publications, collected by Betty Sams Christian, containing articles of interest to the beverage or bottling industry. These materials were collected by Betty Sams Christian, along with financial newsletters, bottling industry publications (mostly incomplete but still extensive runs), management, production and sales-oriented publications, and newspaper clippings on a variety of subjects.

Box 55
1236 A & W Brands, Inc. Annual Reports, 1987–1993
1237–39 Cadbury Schweppes Annual Reports, 1993–1999 (3 folders)
1240–42 Coca-Cola Bottling Company Consolidated, Annual Reports, 1980–1999 (3 folders)
1243 The Coca-Cola Bottling Company of New York, Inc. Annual Report, 1969, 1978
1244–47 Coca-Cola Enterprises Annual Reports, 1986–1997, 2002 (4 folders)
1248 Columbia Pictures Entertainment Inc., Annual Reports, 1988–1989


Articles and serials, 1929–1997


Box 56
1249 The American Mercury, "The Enigma of Tooth Decay," 1949 April
1250 The Beacon Beam: A Publication of Beacon Container Corporation, "Dr. Deming's Corner," 1989 April
1251 Bottled Water Reporter, "HydrationB Important All Year Long," 1997 October/November
1252 Business Management, "Why Do Employee's Strike," "The Sixth Annual Executive Compensation Report," 1971 March
1253 Business Week, "The Graying of the Soft-Drink Industry," 1977 May; "Pepsi Takes on the Champ," 1978 June; "Coke Plunges into No-Caffeine Cola," 1983 May 9; "Coke's Big Marketing Blitz," 1983 May 30; "Aspartame: The Newest Weapon for Diet Soda Rivals," 1983 July 18; "International Labor Brews a Boycott of Coke," 1984 April 23; "Pernod Ricard's Recipe for More U.S. Profits...," 1984 Dec. 3; "Natural Soda: From Health-Food Fad to Supermarket Staple," 1985 Jan. 14; "Seagram Dives Deeper into the U. S. Mixer Market," 1985 Jan. 28; "Pepsi's High-Priced Sell is Paying Off," 1985 March 4; "Is Coke Fixing a Cola that isn't Broken," 1985 May 6; "Coca-Cola's Stock is No Sweeter—Yet," 1985 May 20; "Corporate Scoreboard," 1985 May 20; "New Coke Wins Round 1, But Can it go the Distance?" 1985 June 24; "Pepsi's Future Becomes Clearer," 1993 Feb. 1; "From Souped BUp Syrup to Bottled Gold," 1993 July 19
1254 Catholic Digest, "All About Soda Pop," 1983 August
1255 The Commonwealth: Industrial Directory Number, 1977 December
1256 Compressed Air, "Harley-Davidson Fights Back," 1985 April; "Missing the Mark," March 1987; "Redesigning the Corporation," 1987 May; "Paying for Compliance," 1988 September
1257 Consumer Reports, "The CU Cola Challenge," 1984 February
1258 Contents, "Winning Criticism," 1989 October
1259 Corporate Finance, "Coke's Spin-Off Techinques," 1987 November
1260 CFO, "The Company Car," 1988 September
1261 Dental Survey, "The Concentration of Sugar in the Saliva...," 1949 December
1262 Dun's Business Month (later Business Month), "Coca-Cola Shows Who's Boss," 1983 December, "MRPII: A Framework for Factory Management," 1984 Feb.; "Business' Top Concern: Cost Control," 1984 Dec; "Bitter Survivors: The Unhappy Sequel to Management Cutbacks," 1987 May; "PepsiCo's Fast Track," 1987 June; 1989 April
1263 Eastern Review, "The Twenty-First Century Executive," 1988 June
1264 Eight Magazine, 1990 Spring
1265 FW, "No-Name Power...," 1993 March 16
1266 Food Business, "Pepsico Grabs Up Bottling Operators," 1989 May 8
1267 Food and Beverage Marketing, "Coke and Pepsi: Still at it After All These Years," 1997 August
1268 Forbes, "Sweeter than Pop," 1984 Feb. 14; "Faces Behind the Figures: Look ma, no Cannibals," 1984 April; "Cola Clones," 1984 May 7; "A Piece of the Action," 1984 Sept. 24; "New Markets for an Old Brand Name," 1984 Dec. 17; Breaking Coca-Cola's Code," 1985 April 22; "Isto e Coke!" 1985 June 17; "Older, not Sweeter," 1985 July 15; "Coke and Candy," 1995 June 19
1269 Fortune, "Kroger, the New King of Supermarketing," 1983 Feb. 21; "Why Training is the Boss's Job," 1984 Jan. 23; "How to Snoop on your Competitors" and "Knocked From Third Place, 7 Up is Going Flat," 1984 May 14; "Coke and Pepsi Stomp on the Little Guys," 1985 January; "Unleashing Cherry Coke," 1985 March 1991; "How Coke Decided a New Taste Was It," 1985 May 27; "Coke's Brand-Loyalty Lesson," 1985 Aug. 5; "The Juice Joins the Soda Wars," 1985 Sept. 30; "The Giant of the Regional Food Chains," 1985 Nov. 25; "Selling: Products of the Year," 1985 Dec. 9; "The Second Son is Heir at Seagram," 1986 March 17; "Unilever Fights Back in the U.S," "Hoopla Over Calcium," 1986 May 26; "How to Manage In It," 1986 June 23; "Just How Good Is the Great A&P," 1987 March 16; "He Put the Kick Back Into Coke," 1987 Oct. 26; "Yes, You Can Manage Long Term," 1988 Nov. 21; "Coke Gets Off Its Can in Europe," 1990 Aug. 13; "Coke's Plan to Pump Up the Volume," 1991 Nov. 18
1270 Inc., "Profit and Loss," 1985 April; "A Nation of Shopkeepers," "Real Entrepreneurs Don't Plan," 1985 Nov. ; "... The "Smart Team" at Compaq Computer," "Talking Cost," 1986 Feb.; "A Cheerleader, not a Quarterback," 1986 April; "The Turnaround," 1986 Aug.; "Which Customer is Always Right?," 1987 June; "The New Role Models," 1987 Oct.
1271 Listen, "Caffeine: the Pick-Me-Up That Lets You Down," 1988 July
1272 Maclean's, "Facing Pepsi's Challenge," 1985 May 6; "Making the 'Real Thing' Obsolete," 1985 June 3; "Coca-Cola Brings Back the 'Real Thing,'" 1985 July 22
1273 Marketing and Media Decisions, "Diet Coke Takes Aim at Number Two," 1984 April
1274 Nation's Business, "The CEO who Refreshed Coca-Cola," 1984 March
1275 Newsweek, "Sweet Dreams for Searle," 1983 Aug. 1; "Cherry Coke Now Comes in a Can," 1985 March 4; "Mr.Coke-Is-ItCHe's the Real Thing," 1985 March 25; "Coke Tampers with Success," 1985 May 6; "Saying 'No' to New Coke," 1985 June 24; "Hey America, Coke Are It!," 1985 July 22; "The Sovereign Consumer," 1985 July 29; "Coke: Flat in Hollywood," 1985 Oct. 28; "Fighting for Slices of the Uncola Market," 1985 Nov. 25; "Mad About M-M-Max," 1987 April 20; "Farewell Pretoria," 1997 June 23
1276 Pace, "Management DirectionCThe Magic of Morale," 1986 February; "Miseries of the Mild-Mannered Manager," 1986 April; "Copping Out on Criticism," 1988 February; "The Richmond Area Report," 1988 September; "What Good is the List Price?" 1988 October
1277 Packaging Digest, "The Legal Impact," 1986 July
1278 Piedmont Airlines, "The Magic of Morale," 1986 February
1279 Reader's Digest, "Coca-Cola Its Fame and Fortune," 1947 June; "Treat People Like Winners!" 1984 September
1280 Sales Management, "Sales Tactics That Win the Gruff Buyer Who Refuses to See You," 1929 June
1281 The Sugar Molecule, "Tooth Decay on the Way Out?," 1949 January; "Tooth Decay and Diet," 1949 July; "Research on Dental Caries," 1949 October
1282 T. P. A. (Travelers) Magazine, "Little Tips That Make Big Sales," n.d.
1283 Time, "A Hot Fight Over Cold Drinks," 1983 May 16; "How Sweet It Is: Coke's Aspartame Generation," 1983 Aug. 29; "Pitching Motherhood and Pepsi," 1985 April 1; Diet Coke Ad, 1985 April 15; "Fiddling with the Real Thing," 1985 May 6; "Battling it Out: Coke and Pepsi Square Off," 1985 May 13; "All Afizz Over the New Coke," 1985 June 24; "Coca-Cola's Big Fizzle," 1985 July 28; "Tempest in a Pop Bottle," 1985 Aug.?
1284 Twitchwell Talks, "Have a Little Balance in Your Business," 1929 August
1285 U.S. News and World Report, "The Cutthroat Battle Over Diet Sodas," 1983 Feb. 21; "Will Things Still Go Better With Coke," 1985 May 6; "The Soda Wars—A Report from the Battle Front," 1985 July 8; "Classic Comeback for an Old Champ," 1985 July 22, "Global Goliath: Coke conquers the world," 1990 August 13
1286 The University of Virginia Alumni News, "At Darden, Helping Executives Make the Right Choice," 1988 September/ October
1287 Virginia Business, 1997 August (Ad featuring Antique Central Coca-Cola Bottling Company truck)
1288 Unknown Publication, "Today's Santa Claus an image and inspiration from Coca-Cola," n.d.


Financial newsletters, 1973–1994


1289 Drexel Burnham, Lambert, 1987–1988
1290 Profit Line, Ernst and Young, 1991–1992
1291 A Robinson-Humphrey Special Report on the Coca-Cola Company, 1973 September
1292 Trust Notes, United Virginia, 1986 Winter/Spring
1293 Miscellaneous Coopers and Lybrand Publications, 1981–1985
1294 Miscellaneous Deloitte and Touche Newsletters, 1992–1994
1295 Miscellaneous KPMG Peat Marwick Publications, 1981–1992
1296 Miscellaneous Merrill Lynch Publications, 1975–1979
1297 Miscellaneous Williams, Mullen, Christian, and Dobbins Newsletters, 1987–1992


Industry publications, 1927–2001


1298 The American Soft Drink Journal, 1973 June
1299–1302 Beverage Digest, 1983–1988 (4 folders)


Box 57


1303–10 Beverage Industry, 1983 FebruaryB 1986 December (8 folders)


Box 58


1311–1321 Beverage Industry, 1987 January B 1991 December (11 folders)


Box 59


1322–34 Beverage Industry, 1992 July B 2000 December (13 folders)


Box 60


1335–36 Beverage Industry, 2001 January B 2001 June (2 folders)
1337 Beverage Industry, Annual Soft Drink Report, 1989–1995
1338–40 Beverage Industry, Annual Manual, 1984, 1987–1992 (3 folders)
1341–44 Beverage World, 1981 July B 1983 December (4 folders)


Box 61


1345–51 Beverage World, 1984 JanuaryB 1986 December (7 folders)


Box 62


1352–61 Beverage World, 1987 January B 1989 December (10 folders)


Box 63


1362–72 Beverage World, 1990 January B 1993 August (11 folders)


Box 64


1373–88 Beverage World, 1994 January B 2001 June (16 folders)


Box 65


1389 Beverage World: 100 Year History, 1882–1982, 1982
1390 Beverage World, "Coke's First 100 Years...," 1986
1391 Beverage World's Daily Desk Reference and Living Directory, 1984
1392–96 Beverage World, Data Bank, 1988–2001 (5 folders)
1397–1406 Beverage World, Periscope, 1982–1996 (10 folders)


Box 66


1407 The Carbonator and Bottler National Journal, 1927, 1929 May
1408–11 Leisure Beverage Insider, 1981–1994 (4 folders)
1412 Soft Drinks (Formerly National Bottler's Gazette), 1969 March
1413 Miscellaneous Soft drink Industry Publications, 1968–1974


Management publications, 1967–2002


1414 Manager's Legal Bulletin, Alexander Hamilton Institute Inc., 1986
1415 BRMD Employment Law Update, Browder, Russell, Morris, and Butcher, P.C., 1989–1990
1416 Center for Creative Leadership, 1992–1993
1417 A Checklist Guide to Successful Acquisitions, 1973
1418 Code of Federal Regulations: Food and Drugs, Parts 10 to 129, 1973
1419 Crisis Management Report, 1991
1420 Employee Stock Ownership Plan, 1974
1421 Executive's Business Digest, 1991–1992
1422 A Fifty-Year Participation in Local Government, Richmond-First Club, 1969
1423 Risk Manager, Hoffman Insurance Agency, Inc., 1992
1424 How to Get the Best Results from Management Consultants, 1974
1425 How to Start a Profitable Retirement Business, 1968
1426 In the Bank ...or Up the Chimney," 1977
1427 Legislative Publications, 1976–1979
1428 Managing the Large Foodstore of the Future..., 1985
1429 Positive Employee Practices Institute Update, 1991–1992
1430 Profit and Performance Manual for Leisure Beverage Executives, 1973–1974
1431 Recordkeeping for a Small Business, IRS, 1973 September
1432 Responding to Public Expectations of Private Institutions...," 1977
1433 Reynolds Metals Company Position on Municipal Solid WasteManagement, n.d.
1434 Labor and Employment Law Update, Smith, Currie and Hancock, 1985–992
1435 Starting and Managing a Small Automatic Vending Business, 1967
1436 Supervisor's Guide to Employment Practices, 2002 April
1437 The Truth About Quality, 1969
1438 Virginia Employment Law Letter, 1989–1991
1439 What an Executive Should Know about Himself, 1971
1440 Miscellaneous Management Publications


Newspaper clippings


These articles illustrate Mrs. Christian's fondness for newspaper clipping and industry news, particularly the Wall Street Journal. The clippings are broadly organized into subject files. These files, subject titles should not be construed as exclusive of one another. For example, Pepsi files have information about Coca-Cola and vice versa.

Box 67
1441 Advertising
1442 African Americans
1443 Airlines and Travel
1444 Alcoholic Beverages
1445 Allegheny Beverage Corporation
1446 Beverage Industry
1447 Beverage Industry Overseas
1448 Buffett, Warren
1449 Business/ Economy
1450 Central Coca-Cola Bottling Co. Territory News
1451 Chattanooga Daily Times, Coca-Cola (Thomas) Special Edition, 1964 September 18
1452 Coca-Cola Bottlers
1453–54 Coca-Cola Company (2 folders)
1455 Coca-Cola Company, Financials
1456 Coca-Cola Company, Magican
1457 Coca-Cola Company and Nestle
1458 Coca-Cola Company, Racial Discrimination Lawsuits
1459 Coca-Cola Consolidated Co.
1460 Coca-Cola Enterprises
1461 Comics
1462 Danone
1463 Diet Coke
1464 Dr. Pepper
1465 Environment
1466 Floods (also see bottling location files for floods)
1467 Food Lion
1468 Goizueta, Roberto C.
1469 Health Insurance and Retirement
1470 Iced Tea and Coffee Drinks
1471 Ivester, M. Douglas
1472 Management
1473 Market Share
1474 Metal Industry
1475 Olympics
1476 Op/Ed
1477 Orange Juice
1478 Pepsi
1479 Pepsi, Drink Tampering
1480 Pepsi, Financials
1481 Pepsi, Pizza Hut, Taco Bell, and KFC
1482 Pepsi, Quaker Oats Deal
1483 Phar-Mor
1484 Recycling and Waste Management
1485 Richmond Coca-Cola Sign Restoration
1486 Snapple
1487 Stahl, Jack (president of Coca-Cola USA)
1488 Wall Street Journal, "Abreast of the Market"
1489 Wall Street Journal, "Fund Track"
1490 Wall Street Journal, "Heard on the Street"
1491 Wall Street Journal, "Small Stock Focus"
1492 Wall Street Journal, Weekday Markets
1493 Miscellaneous


Production publications, 1945–1946


1494 Carbonated Bottled Beverages, n.d.
1495 In-Plant Driver Training, n.d.
1496 The Manufacture of Bottled Carbonated Beverages, 1945
1497 Shop Notes for Soft Drink Bottling Plant Operators, 1946


Box 68


Sales publications, 1932–1973
1498 Building a Quality Sales Organization, n.d.
1499 Esso Salesmanship: Service Salesman, 1935
1500 A Handbook for Route Salesmen, 1934
1501 How? Here is the Answer..., 1933?
1502 How to Improve the Effectiveness of the Sales Organization, n.d.
1503 How to Sell Quality, 1954
1504 It Pays to Be Nice to People, 1954
1505 The Leisure Beverage Executive Profit Management Manual, 1972–1973
1506 New Money-Making and Profit Ideas for Your Business and Personal Life, 1973
1507 Orange-Crush Driver-Salesman's Manual, n.d.
1508 Sales Manager's Manual for Training Retail Route Salesman, 1959
1509 Selling by Employees, 1932?
1510 The Soft Drink Executive's Management and Profit Idea Manual, 1971
1511 Soft Drink: A New Look at Profitability, 1972
1512 Training Driver-Salesmen, n.d.
1513 The Truth About Salesmen, 1940
1514 We Sell or We Sink, n.d.


Miscellaneous Posters


1515 "Is it better to be the best you can be or the biggest you can be? A & W beverages, Inc." n.d. (Filed in Box 86 Oversized)
1516 "Think: Learn to use the Power Words!" n.d. (Filed in Box 86 Oversized)


Miscellaneous Publications, n.d. and 1930–1996


1517 150 Years Progress of the Soft Drink Industry, n.d.
1518 "Carbonated Bottled Beverages," n.d.
1519 Coca-Cola: A History In Photographs, 1930–1969, 1996
1520 "Depression-Not in Your Lifetime," 1953
1521 "Foot Prints on the Sands of Time...," Desales Harrison, Newcomen Society, 1969
1522 Health and Liquids, 1943
1523 "How American Entertains," Ladies' Home Journal Pamphlet, 1979
1524 NBC White Paper, "If Japan Can . . . Why Can't We?" 1980 June 24
1525 "What the Medical Profession thinks of Bottle Carbonated Beverages," 1932
1526 The Wonderful World of Coca-Cola, 1978
1527 Miscellaneous Newsletters and Mailings, 1945, 1970, 1991–1992


Series 13. Associations and Conferences, 1968–2002.


This series reflects Central Coca-Cola's association with a number of regional, state, and industry-related organizations.

Series 13.1. The Coca-Cola Bottlers Association, 1979–2000.

This organization was founded to help the bottlers retain better insurance rates, but ultimately became an advocacy group for the bottlers. The Bottling Line was one of the publications produced by the group. The Coca-Cola Bottler was also produced by the Coca-Cola Bottler's association but eventually the publication was taken over by Coca-Cola USA in the 1970s. Please refer to Coca-Cola Company publications for issues of that magazine (folders 1102-1117).

Box 69
1528 The Bottling Line, 1982–1985, 1986 May B June, 1990 March/April, 1999 May– December
1529–31 Coca-Cola Bottler's Association, 1982–1986 (3 folders)
1532 Coca-Cola Bottler's Association, 1995, 1999–2000
1533 Coca-Cola Bottler's Association, The Coca-Cola Scholars Foundation, 1995–1999
1534 Coca-Cola Bottler's Association, Dinner honoring J. Lucian Smith, 1979 December 12
1535 Coca-Cola Bottler's Association, Packaging and Engineering Committee, 1984
1536 Coca-Cola Bottler's Association, Sweetner Sales Agreement, 1991


Series 13.2. Mid-Atlantic Canners Association, 1980–2002.


Mid-Atlantic Canners Association, Inc. is a cooperative soft drink canning facility for the Coca-Cola system. Papers include correspondence, annual meeting notices, agendas, and meeting minutes of the organization.

1537–41 Mid-Atlantic Canners Association, 1980–1988, 1998–1999, 2002 (5 folders)


Series 13.3. National Soft Drink Association, 1968–2002.


The association started in1916 as the American Bottlers of Carbonated Beverages, and it renamed itself the National Soft Drink Association in 1966. It is now known as the American Beverage Association. The group provides an avenue for producers of non-alcoholic beverages to discuss common problems within the industry, as well as serving as a liaison between the beverage industry and legislators.

Box 70
1542–54 National Soft Drink Association, 1978–1994, 1997–2000, 2002 (13 folders)
1555 National Soft Drink Association Dues, 1981–1986
1556 National Soft Drink Association, Forced Deposit Laws, 1985–1991


Series 13.4. National Soft Drink Association, International Beverage Exposition and Conference (also known as Interbev), 1983–1998.


1557–58 Interbev, 1983 (2 folders)
1559–61 Interbev, 1984 (3 folders)


Box 71


1562 Interbev, 1985
1563–65 Interbev, 1986 (3 folders)
1566–68 Interbev, 1988 (3 folders)
1569 Interbev, 1989
1570 Interbev, 1992
1571 Interbev, 1994
1572 Interbev, 1998


Series 13.5. National Soft Drink Association Publications, 1982–1994.


1573 Buyers Guide, 1991–1994
1574–77 Directory of Members, 1982, 1984, 1985–1986, 1989–1994 (4 folders)


Box 72


1578 NSDA Annual Meeting...Seminar Reprints, 1985
1579–80 NSDA Dateline, 1982–1986 (2 folders)
1581 NSDA Guide to the Labeling of Soft Drink Products, 1968, 1982
1582–84 NSDA Labor Letter, 1987–1999 (3 folders)
1585 NSDA Quarterly, 1982–1986
1586 Proceeding of the NSDA Legal Briefing Conference, 1979
1587 Promoting Recycling to the Public, 1985
1588 Soft Drink Lines, 1991–1994


Series 13.6. State Organizations, 1981–2000.


Central Coca-Cola held memberships in state organizations where they held franchises. These groups were very concerned with recycling and preventing litter.

1589 Keep Virginia Beautiful, Inc., 1983–1986
1590 Kentucky Beverage Industry Recycling Program, 1983–1984
1591 Maryland, Delaware, District of Columbia Soft Drink Association, 1994
1592 Maryland Soft Drink Association, Inc., 1983–1986, 1989
1593 Maryland Soft Drink Association Joint Meeting with the Virginia Soft Drink Association, 1990–1991
1594 The Ohio Coca-Cola Bottler's Association, 1985
1595 The Ohio Soft Drink Association, 1989
1596–99 The Pennsylvania Soft Drink Association, 1983–1994, 1999 (4 folders)


Box 73


1600 Virginia Council of Coca-Cola Bottlers, 1983–1986
1601 Virginia Organized Industries for a Clean Environment, 1982–1984
1602–05 Virginia Soft Drink Association, 1981–1994, 2002 (4 folders)
1606–07 Virginia Soft Drink Association, Legislative Day, 1990–1995, 1999–2000 (2 folders)
1608 Virginia Soft Drink Association, Litter Control, 1981–1989
1609 West Virginia Beverage Industry Recycling Program, 1983–1985
1610–11 West Virginia Soft Drink Association, 1983–1994, 1998 (2 folders)


Series 13.7. Miscellaneous Organizations, 1989–1993.


1612 National Restaurant Association Hotel and Motel Show, 1989
1613 Soft Drink Association Dues, 1993


Series 14. Sponsorships and Philanthropy, 1980–2002.


The line between philanthropy and sponsorship was often blurred when the bottling company donated money to schools to help secure exclusive rights to provide beverages on campuses. Mrs. Christian was a strong supporter of University of Virginia soccer for this reason.

Box 74

Series 14.1. Sponsorship, Schools and Universities, 1985–2000.

1614 Education Channel Support, 1992–1993
1615 James Madison University, Band Scholarships, 2001
1616 James Madison University, Corporate Sponsorship Agreements, 1994–1997
1617–31 UVA Athletics, 1985–2000 (15 folders) (See also Oversized Folder 1)
1632 UVA Coca-Cola Back to School Event, 1996


Box 75


1633–43 UVA Coca-Cola Soccer Classic, 1985–1998 (11 folders)
1644–45 UVA Coca-Cola Youth Day, 1986–1988, 1993 (2 folders)
1646 UVA Coca-Cola Youth Day Report, 1997
1647 UVA Women's Coca-Cola Soccer Classic, 1997
1648–49 UVA Cavalier Corner, 1997–2002 (2 folders)
1650 UVA Children's Medical Center, 1988, 1997–1998
1651 UVA Klöckner Stadium Fundraising, 1988–1991
1652 UVA President's Report, 1996–1997
1653 UVA Request for a Proposal for Athletic Beverage Rights, 1994–1996
1654 UVA Sports Sponsorships, 1985–1991


Series 14.2. Philanthropy, 1980–2002.


Mrs. Christian enjoyed contributing to the communities where her company held Coca-Cola franchises and Richmond, Virginia where her company was headquartered and she resided. The Lima, Staunton, and York Bottling Companies took part in so many philanthropic events within its own community they warranted a separate file. Other local philanthropic events that took place in the franchise territories can also be found in the bottling location historical series below.

Box 76
1655 Adopt a Highway, Cumberland, Md., 1990
1656 Amateur Athletic Union, Sunshine Basket-bowl, 1989
1657 The Benwood Foundation, 1996
1658 Bridgewater Healthcare Foundation, 1990
1659 Carpenter Center for the Performing Arts, 2001
1660 Central Virginia's Public Broadcasting, 1992
1661 Children's Miracle Network Telethon, 1987
1662 The Coke Plant Museum, Chattanooga, TN, 1991
1663 Collegiate School, 1995
1664 Community Free Clinic, Hagerstown, Md., 2002
1665 Corporate Giving, 1988–1990
1666 Department of Corrections, Reception and Diagnostic Center, Bon Air, Va., 1989
1667 Fork Union Military Academy, 1984–1989 (See also Box 86 Oversized)
1668 Frontier Culture Museum, 1990, 2002
1669 Hands Across America, 1986
1670–72 Keep America Beautiful, 1985–1993 (3 folders)
1673 Lima, Ohio, Coca-Cola Bottling, 1984–1998
1674–75 Montpelier, 1986–1988 (2 folders)
1676 Northern Virginia 4-H Educational Center, 1989
1677 St. Christopher's School, 2001
1678 The Schmidt Museum of Coca-Cola Memorabilia, 1996
1679 Shenandoah Shakespeare, 2002
1680 The Space Academy, 1989
1681 Staunton, Va., Coca-Cola Bottling, 1991
1682 Vicki (Via) Dotson Memorial Leukemia Foundation Golf Tournament, 1981–1984
1683 Virginia Ducks Unlimited, 1999–2001 (See also Box 86 Oversized)
1684 The Virginia Museum of Fine Arts, The Council, 1980?, 2002
1685 Westminster Canterbury, 1980–1983
1686 Woodrow Wilson Birthplace, 2002
1687–88 York, Pa. Coca-Cola Bottling, 1990–1999 (2 folders)
1689 Miscellaneous Philanthropy, 1985–1990, 2001–2002


Series 15. Historical Materials, 1908–2001.


These materials relate primarily to the different bottling plant locations scattered throughout a five-state area, including Maryland (Cumberland, Hagerstown, and Oakland), Ohio (Lima), Pennsylvania (Chambersburg, Harrisburg, Williamsport, and York), Virginia (Charlottesville, Harrisonburg, Richmond, Staunton, and Winchester), and West Virginia (Fairmont and Romney). Included are photographs, memorabilia, audio-visual, and published materials.

Series 15.1. Bottling Locations, 1919–2001.

These files contain information about the communities that surrounded the bottling plants and historical photographs (many undated). The files may have been assembled to help create a perspective on the company's history. Betty Sams Christian believed that her company's franchises should contribute to their communities and often donated her own money to local causes. The file on Fairmont, West Virginia (folder 1694) contains an interesting group of papers concerning preparations for Mary Lou Retton Day, a celebration for the gymnast on her return to her hometown from the 1984 Olympics in Los Angeles. The Williamsport, Pa. files (folder 1703–1704) contain programs for the Little League Baseball World Series which was held in the area. The Harrisburg, Pa. file (folder 1696) contains an oversized panoramic photograph of the plant. Harrisburg was apart of the larger Crass plant system that went with the Crass family, and did not become a part of the franchise group under Walter L. Sams's control in 1951. Retirement parties for employees are documented in some of the location files, employees whose bottling franchises could not be identified were placed in the miscellaneous file.

Box 77
1690 Central Coca-Cola Bottling Headquarters/Richmond Coca-Cola Bottling Works, 1925–1927, 1981–1995
1691 Chambersburg, Pennsylvania, 1984–1988
1692 Charlottesville, Virginia, 1970, 1982–2001
1693 Cumberland, Maryland, 1982–1989, 1996
1694 Fairmont, West Virginia, 1978, 1984–1988, 1996
1695 Hagerstown, Maryland, 1954–1983
1696 Harrisburg, Pennsylvania, n.d. (Filed in Oversized Folder 2)
1697 Harrisonburg, Virginia, 1940–1970, 1982–1989
1698 Lima, Ohio, 1984–1985
1699 Oakland, Maryland, 1983–1985
1700 Romney, West Virginia, 1982–1996
1701–02 Staunton, Virginia, 1919, 1957, 1970, 1982–1997 (2 folders) (See also Box 86 Oversized)
1703–04 Williamsport, Pennsylvania, 1983–1991, 1997 (2 folders)
1705 Winchester, Virginia, 1957–1966, 1981–1985 (See also Box 86 Oversized)
1706 York, Pennsylvania, 1982–1991, 1996
1707 Miscellaneous Employee Retirement Parties, 1984–1985


Series 15.2. Bottling Location Anniversaries, 1977–1989.


These files offer a wealth of information about the confusing individual histories of the Coca-Cola franchises held by the Crass/Sams/Christian families. The Harrisburg, Pennsylvania plant anniversary file shows how the franchise run by James E. Crass's grandson celebrated its anniversary.

Box 78
1708 Coca-Cola Bottling Anniversaries, Research on
1709 "A Coca-Cola Scrapbook" 1983 (features Staunton, Harrisonburg, and Charlottesville)
1710 Harrisburg, Pennsylvania, 75th Anniversary, 1977
1711–14 Staunton, Virginia 75th Anniversary, 1983 (4 folders)
1715–16 Williamsport, Pennsylvania 75th Anniversary, 1987 (2 folders)
1717–18 York, Pennsylvania 75th Anniversary, 1983, 1989 (2 folders)
1719 Miscellaneous Anniversary Research, 1980–1982, 1989


Series 15.4. Conferences and Commemoration Dinner Programs, 1939–1953 (includes photographs, where available)


Box 79
1720 Convention of Coca-Cola Bottlers, Program, 1948 March 8–11
1721 Dinner, Walter L. Sams and Managers, Traymore Hotel, Atlantic City, N.J., 1941 (See also Box 86 Oversized)
1722 General Conference of Bottlers of Coca-Cola, Program, 1939 February 15–17
1723 Golden Anniversary Dinner, Coca-Cola Bottling Co. (Thomas) Inc., Program, 1949
1724 Harrison Jones Testimonial Dinner, Program, 1953


Series 15.5. Photographs and Prints, 1910–1965.


This collection of photographs and prints features images of many men significant in the leadership of the Coca-Cola Company. Harrison Jones (folder 1739) was the Coca-Cola Company's fourth chairman. George T. Hunter (1738) was head of the Coca-Cola Bottling Company (Thomas), one of the largest suppliers of Coca-Cola syrups to bottlers in history. Ernest Woodruff (folder 1743) bought the Coca-Cola Company in 1919 with an investor from the Candler family.

1725 Bottling Works Scrapbook, 1932–1955
1726 Candler, Asa G., 1929
1727 Coca-Cola Bottling (Thomas) Inc., 1942, 1965
1728 Coca-Cola Bottlers Conference, 1934 (Filed in Oversized Folder 2)
1729 Coca-Cola Bottlers Convention, 1928, 1948 (Filed in Oversized Folder 2)
1730 Coca-Cola Convention, 1910
1731 Coca-Cola Spotlight Band Broadcast from the Presidential Room, Statler Hotel, Washington, D.C., Photos, 1943
1732 Crass, James E.
1733 Crass, James E., Richmond Coca-Cola Bottling Plants, Inc. Historical Room In Memory of Mr. and Mrs. James E. Crass, ca. 1960
1734 Dinner, Gridiron Dinner for Walter L. Sams, Ambassador Hotel, Atlantic City, N.J., 1937 (Filed in Box 86 Oversized)
1735 Employee Gatherings
1736 Forio, Ed, Jr., 1960
1737 Grocery Store Coca-Cola Displays, 1940s
1738 Hunter, George T., 1947–1950 (Filed in Box 86 Oversized)
1739 Jones, Harrison, n.d. (Filed in Box 86 Oversized)
1740 Sams, Walter L., 1935–1942 (See also Box 86 Oversized)
1741 Service Awards, 1960s?
1742 Virginia Bottler's Protective Association, 1923–1925 (See also Box 86 Oversized)
1743 Woodruff, Ernest, n.d. (See also Box 86 Oversized)
1744 Miscellaneous Unidentified People (See also Box 86 Oversized; Oversized Folder 2)
1745 Miscellaneous Photographs and Prints (See also Box 86 Oversized)


Series 15.6. Miscellaneous Historical Materials, 1908–1981.


The Blue Ridge Bottling Works, Inc., Stock Certificates (folder 1746), document the holders of the company prior to the purchase by Walter L. Sams and his father-in-law James E. Crass in 1919.

1746 Blue Ridge Bottling Works, Inc., Stock Certificates, 1908–1917
1747 Coca-Cola Advertising Mimeographs, 1940s or 1950s?
1748 Coca-Cola Music, 1942–1981


Series 15.7. Audiovisual Materials, 1940s–2001.


The materials below are samples of audiovisual materials of a historical nature which duplicate the collections at The Coca-Cola Company archives in Atlanta, Georgia. The collection was culled because access could not be provided to all formats. The inventory of all audiovisual items can be found in the control file for the collection and accessed through the reference librarians. The audiovisuals are sorted by container, and alphabetically by format. Items are shelved immediately following box 79.

Box 80
LP Records (listed alphabetically by title)

Coca-Cola Themes, 12", D' Arcy Advertising Co.
Coca-Cola in Wartime, 1940s, 12", The Coca-Cola Co., Columbia Recording Corporation, all records have 2 sides except record 4 (7 parts), title same for all records.
The Grip of Leadership, 1961, 12", The JAM HANDY Organization, Manufactured by RCA Victor Custom Records
The Product Speaks: 1951 Parent Bottler Con., 1951, 16", The JAM HANDY Organization
Refreshment Time Melodies Presented by Singing Sam: A Souvenir Album for Bottlers of Coca-Cola (in special jacket), 10", 4 discs, 8 parts, Sound Studios of New York Inc., Artists: The Moon Fell in The River, Parish and De Rose from It Happens on Ice; We Could Make Such Beautiful Music, Sour and Manners; Waiting at the End of the Road, Irving Berlin; Little Old Lady, Hoagy Carmichael, From The Show Is On; Smiling Through, Arthur Penn; Moonlight and Roses, Moret, Lemare, and Black; Somebody Else, Not Me, McDonald and Hanley from Broadway Brevities of 1920; Casey Jones, Seibert and Newton;
[The spots on this record are from a transcription], 6 1/2", The Coca-Cola Co., 3 copies
Tab, 1964, 12", McCann-Marschalk Co., Inc., 1964 March
Tab, Fanta Beverage Company*, 1964, 12", McCann-Marschalk Co., Inc., 1964 June, transcription of record included (2 copies)
Talk Profits, 3 Discs, 6 parts, 12", Sound Studios of New York, Inc., Recorded by Harrison Jones Exec. Vice President, Coca-Cola Company. Parts: Talk Profits, The Recipe of Success, Service with a Smile, Give My Friend a Job, "A" Stands for Advertising (Part chipped off of the record), Home Sweet Home
Things go better with Coke, 7", Special Orchestrated Version and 60 second jingle
This Week Magazine, Edwin Diehl, Promotion Manager, Indoor Picnic by Coca-Cola, 7"

Box 81
Audio Reels

Joie Chitwood Thrill Show, Williamsport Coca Cola, 1979

Tape Cassettes

(listed alphabetically by title and date; asterisks represent tapes with additional documentation in the collection control file)

Bottler Strategies for Buying, Selling, and Staying*, n.d.
Coca-Cola Bottlers' Meeting, 1985
Major Trends Affecting Coca-Cola Bottler Values, 1995
Staunton, Virginia, 75th Anniversary...Comments of Betty Sams Christian, 1983
The Talking Vender for Coca-Cola*, 1983

VHS Tapes

(listed by title, number of copies, and date; asterisks represent tapes with further documentation in the collection control file)

The Coca-Cola Company Civic Action Network, "Always involved, Always Coca-Cola," 1994
Phil Mooney/Coke Norman Rockwell Painting, Today Show, 2001
Sunkist 1987 Bottler Meeting, 1987
Demolition of Oakland, Maryland Bottling Plant, 1997* (Filmed by Lois B. Wessler, ca. 1995–1996; tracking damaged by video still viewable)

Box 82
Beta Max/Cam and Unusual Tape Recording Mediums

(asterisks represent tapes with additional documentation in the control file)

Ed Mellett, Bottler Message, 1987
Edwin R. Mellett, Bottler Message-Maintaining Momentum, 1986
Fairmont Coca-Cola Opening, 1986
Jim Craig "American Heroes" Bottler Presentation*, 1980?
A Message to Coca-Cola Bottlers From Ike Herbert, 1988
NSDA Souvenir Atlanta, 1978
York Plant, W-4 Forms, Training Film, 1985


Coca-Cola Conservation, 1957?, 16mm
Lucky You, 1959, 16 mm

Part III. Personal Papers.

Series 16. Walter Lee Sams Papers, 1908–1965

A large amount of the contents of this group of papers regard Walter L. Sams's (1886–1965) employment with the Coca-Cola Company as a Sales Representative. Sams primarily sold Coca-Cola syrup to soda fountains in Virginia, West Virginia, and Tennessee from 1914 until 1917 when he left the company for military service. After being discharged from the military he joined James Crass's soda bottling plants headquartered in Richmond and married Mr. Crass's daughter Lottie. The Coca-Cola Company sales representative job involved distributing advertising materials (posters, calendars, etc.) to Coca-Cola soda vendors, organizing the painting of advertising on buildings and windows in his territory (Employment records from Coca-Cola sign painter R. H. Kemper [folder 1749]), to police unauthorized "jobbing," and misrepresentation of the Coca-Cola brand (substituting), along with selling the Coca-Cola syrup. Some proprietors of soda fountains, pharmacists and confectioners from Virginia are represented in the correspondence. Also, legal correspondence is included from the Coca Cola Company's lawyers at Candler, Thomson, and Hirsch. Notable correspondents include Asa Candler (founder President), Samuel Candler Dobbs (Vice President), Charles H. Candler (President), William Candler (Secretary/Treasurer), with the majority of correspondence between Sams and Barton S. McCash (Vice President of Advertising). Of particular interest is the corporate resignation letter of Coca-Cola Company founder and President Asa G. Candler in 1916 February 1. There is correspondence stemming from the sugar shortage starting in 1917 because of World War I rationing. Coca-Cola was highly rationed and Sams attempted to place orders with the company that could not be fulfilled (letters starting 1917 November 28 thru 1918). Also included are some discussions of the federal war tax and how it was to be assessed in a letter dated 1917 October 16. Copies of some of Sams's correspondence are also included along with annotations on letters.

Series 16.1. The Coca-Cola Company, 1917–1930.

Box 83
1749 Kemper, R. H., Weekly Employment Record of 1917 July
1750–56 Sams, Walter L., Correspondence, 1908, 1914–1918, 1930 (7 folders)


Series 16.2. Financial Materials, 1919–1947.


1757 Financial Statement, 1933
1758 Personal dividends declared per quarter, 1945–1947
1759 Statement of assigned accounts in American Bank and Trust Co., 1940
1760 Stock Certificates of W. L. Sams, 1923–1938
1761 Stock Dividends, 1939–1947
1762–64 Tax Records, 1919–1926, 1931–1932, 1941, 1944 (3 folders)


Series 16.3. Legal materials, 1931–1962.


1765 Agreement concerning debt of R. W. Amerson (of Cambridge Coca-Cola of Ohio) to Walter L. Sams, 1931–1934
1766 Agreement between Henry F. Vaughan and Walter L. Sams for capital stock of the Frederick Coca-Cola Bottling Co., 1931–1935
1767 Cancelled notes, 1931–1940
1768 Last Will and Testament, 1964 March 6
1769 Legal Documents concerning lot located at 1811 Maple Shade Lane, Henrico County, Va., of R. Lee Crafton, 1938–1942
1770 Property agreement concerning lot at 3123 West Broad Street, Richmond, Va., 1952


Series 16.4. Miscellaneous, 1906–1965.


1771 Certificates, 1918–1953 (See also Box 86 Oversized)
1772 Condolence Letter, Byrd, Harry F., 1965 (for W. L. Sams)
1773 "Do You Play Bridge," Joke, n.d.
1774 Social societies, dues, 1960s
1775 Miscellaneous, 1906, 1930


Series 17. Lottie Crass Sams Papers, 1924–1987.


Lottie C. Sams (1894–1984) was the daughter of prominent Richmond soda bottler James E. Crass. She married Walter L. Sams after her father hired him to work for his company around 1919. She held an important role in the company's history. She controlled the majority of stock in the company after her husband died in 1965, and could vote as she or her proxy saw fit at stockholder's meetings. Betty Sams Christian held Lottie's proxy from 1979 until the older woman's death in 1984.

Series 17.1. Financial materials, 1924–1987.

Box 84
1776 Income Tax Refund, 1987
1777–78 Tax Records, 1924–1926, 1931, 1941, 1944 (2 folders)
1779 Valuations of stock, 1983–1985


Series 17.2. Check Register, Ledgers, 1945–1976.


Check register and ledgers kept by Lottie C. Sams, track household purchases, loans (some made to different bottling franchises), dividend payments, charitable contributions, and estates. Ledger, 1971–1972, was kept while Lottie C. Sams may have been a member of Ginter Park Garden Club, and documents club dues, costs for luncheons, disbursements, and savings.

1780a Check Register, 1953–1955
1780b Ledgers, 1945–1955
1781 Ledgers, 1955–1965
1782 Ledgers, 1965–1970
1783 Ledgers, 1970–1975
1784 Ledgers, 1976


Series 17.3. Will, 1976.


1785 Last Will and Testament, 1976 September 21


Series 18. Betty Sams Christian Papers, 1942–2003.


Betty Lee (Sams) Christian (1922–2006) was the daughter of Walter L. Sams and Lottie C. Sams. She was born in Staunton, Virginia and raised in Richmond in one of the most prominent Coca-Cola Bottling families on the East Coast. Her grandfather James E. Crass at one time held 42 Coca-Cola bottling franchises. She graduated from Hollins College in 1943 and graduated with a master's in social work from Columbia University in 1946. She married Langdon T. Christian, member of a prominent Richmond family that ran a mortuary service, around 1946. Langdon worked for Betty's family business, and eventually took over the company when her father died in 1965. The couple raised three sons, Langdon IV, W. Lee, and Mark. When the couple divorced and Langdon retired from Central Coca-Cola Betty took over the company and ran it until her retirement in 2003. Betty Sams Christian was a shareholder and invested a large amount of money in the Le Bleu Corporation.

Series 18.1. Financial Materials, 1962–1963 and 2002.

1786 Consolidated Statement of Aeltus Trust Accounts, 2002
1787 Notice of Annual Meeting of Shareholders and Board of Directors of Le Bleu Corporation, 2002
1788 Washington Full Line Vending Corporation and Washington Vending Corporation, 1962–1963


Series 18.2. Tax returns, 1943–1945, 2001.


1789 Christian, Betty S., 1943–1945, 2001
1790 Sams, W. L., Testamentary Trust, 2001
1791 Walesa Corporation, 2001


Series 18.3. Miscellaneous, n.d., 1989–2003.


1792 Certificates, 1989–1991
1793 Christmas Cards, 2001
1794 Country Club of Virginia, 2002–2003 (programs)
1795 Name tags, n.d.


Series 19. Langdon Taylor Christian III Papers, 1944–1982.


Langdon T. Christian III (1921–2005) was a member of a prominent Richmond family who owned the Christian Funeral Home. He attended the University of Virginia and served in the U. S. Navy during the World War II. The personal papers from Langdon T. Christian concern his work as a Sales Manger in the National Sales Division for The Coca-Cola Company from approximately 1946–1948. Mr. Christian may have had help from his father-in-law, Walter L. Sams, in obtaining his job, as he held a similar position with the Coca-Cola Company in the late 1910s. The Sales Manager Correspondence and Materials files include correspondence, publications, and photographs from his work with the Coca-Cola Company (folders 1796–1799). A great portion of his sales correspondence involves selling coca-cola to movie theaters and grocery stores. The Territory Listings files are an accounting of all businesses by city and county in the areas where Langdon T. Christian III managed sales along with an estimate of how many people the company employed (folders 1800–1805).

Series 19.1. The Coca-Cola Company, 1944–1948.

Box 85
1796–99 Sales Manager Correspondence and Materials, 1944–1948 (4 folders)
1800–03 Territory Listings, Virginia, 1947–1948 (4 folders)
1804 Territory Listings, West Virginia, 1946
1805 Territory Listings, multiple states, 1946–1947
1806 Travel, Expense Receipts, 1947
1807 Miscellaneous Sales Manager Notes, 1946–1947
1808 Miscellaneous Manuals and Publications, 1947


Series 19.2. Pension Records, 1966–1982.


1809 Pension Records, 1966–1982


Series 19.3. Miscellaneous, 1944–1978.


1810 Correspondence, Personal, ca. 1965–1968
1811 Extortion Investigation, 1978 February
1812 Memberships and Other Cards, 1944–1947
1813 Motion for Substitution of Trustee for Mark A. Christian and Appointed L. T. Christian III Trustee of the Emma W. Crass Trust, 1967
1814 Sigma Phi Epsilon Journal, 1949 February– April


Oversized Materials (Filed separately)


The following materials are too large to be located in the standard folders, and thus removed to two oversized storage locations. The first is box 86 of the collection. The second category of oversized is located in a flat file storage drawer in the Reynolds Business History Center manuscripts storage. In each case, the folder from which the item was removed, or in which it would normally appear in the arrangement of the collection is noted.

Oversized in Grey Box

Series 10: Operations materials

Bottling locations and sales centers

779b Photograph, unidentified bottling location, n.d.


Series 11: Marketing and sales promotions



1023 Promotional Calendar, "Coca-Cola '84, The Taste of Victory!," 1984


Series 12.1: Coca-Cola Publications


1173 "Continuous Quality: Coca-Cola Posters," 1947
Folder 1175 Daytime Radio and increased sales volume, 1948?
Folder 1182 "It's Their School . . . but Your Market," 1947
Folder 1187 "Marketing Planner," 1967
Folder 1189 "More Power from Radio: To Penetrate your Major Markets," 1947–48
Folder 1212 "Servicing the White Cooler for Coca-Cola," 1946


Miscellaneous Coca-Cola Company posters and publications


1225 "If you want to help keep America clean buy Coca-Cola in returnable bottles," n.d.
1229 "Radio Window Streamers," 1945?


Series 12.2: Non-Coca-Cola Publications


Miscellaneous Non-Coca-Cola posters and publications
1515 "Is it better to be the best you can be or the biggest you can be? A & W beverages, Inc." n.d


1516 "Think: Learn to use the Power Words!" n.d.



Series 14.2: Sponsorship and philanthropy


1667 Photograph, Fork Union Military Academy, Track Team, 1988 (signed with note by Coach Fred Hardy)
1683 Laminated article, The Old Rig, "Betty Christian, Central Coca- Cola and DU" Ducks Unlimited, 1999


Series 15: Historical materials


Bottling locations
1701 Staunton Coca-Cola Bottling Works, n.d.
1705 Winchester Coca-Cola Bottling Works, n.d.
1705 Winchester Apple Blossom Festival Coca-Cola Float, 1967 May 5


Dinner Programs and Photographs


1721 Photograph, Dinner, Walter L. Sams and Managers, Traymore Hotel, Atlantic City, N. J., 1941 November 5 (2 copies, background of photo shows sign "Defend Your Country Enlist U. S. Army" with Sams's face superimposed)
1734 Photograph, Dinner, "Gridiron Dinner for W. L. Sams," Ambassador Hotel, Atlantic City, N. J., 1937 January 17 (2 copies)


Historical Photographs and prints


1738 Photograph, Hunter, George T., signed "George T. Hunter Compliments of the Coca-Cola Bottling Co. (Thomas) Inc.", n.d.
1739 Photograph, Jones, Harrison, signed "Most Cordially Harrison Jones," n.d.
1740 Photograph, Sams, Walter L. in a Coca-Cola Bottle (created by manager of Charlottesville, Va., Coca-Cola Bottling Works, Lamar H. Timmons), n.d.
1742 Photograph, Virginia Bottler's Protective Association, 1925
1743 Print, of Woodruff, Ernest, n.d.


Miscellaneous Photographs and Prints


1745 Photograph, Commemorative Coca-Cola Bottle, n.d.
1745 Print, "Wherever you go you will find at all fountains Coca-Cola 5 cents...," n.d.


Series 16: Walter Lee Sams Personal Papers


1771 Photograph, "The Coca-Cola Company, Our Roll of Honor" featuring "W. L. Sams," 1918
1771 Certificate, Shriner's Hospitals for Crippled Children, "Permanent Contributing Member," n.d.
1771 Certificate, Smithsonian Institution, Patron, Walter L. Sams, n.d.


Flat File Storage


Oversize Folder 1

Series 10: Operations materials : Bottling locations and sales centers

764 Drawing, Proposed Bottling Facility for Coca-Cola by Perini Construction, Hagerstown, Md., n.d.
779b Photograph, Unidentified bottling location, n.d.


Series 12: Publications : Miscellaneous Coca-Cola Company posters and publications


1224 Poster, "Cool Under Pressure (Magicans)," 1990 (In-plant poster, not for retail use, 2 copies)
1226 Poster, "Keep Your Winners Upfront, Rotate Your Stock," 1990 (In-plant poster, not for retail use, 2 copies)
1227 Poster, "Magicans," 1990 (In-plant poster, not for retail use, 2 copies)
1228 Poster, "Magicans, New Kids on the Block," 1990 (In-plant poster, not for retail use, 2 copies)


Series 14.1: Sponsorship, schools and universities


1617 Poster, University of Virginia Soccer Schedule, 1985 (featuring Co- captains Rob Steward and Jeff Gaffney)
1620 Photograph, Virginia Soccer, 1989
1622 Poster, "Bringing You the Best Soccer Virginia," University of Virginia soccer schedule (poster features Ben Crawley), 1991


Oversize Folder 2


Series 15: Historical materials : Historical photographs

1696 Photograph, Harrisburg, Pa., Coca-Cola Bottling Works, n.d.
1728 Photograph, Coca-Cola Bottlers Conference, Hotel Ambassador, Atlantic City, N.J., 1934 January 22–23
1729 Photograph (Panoramic), Coca-Cola Bottlers Convention, Ambassador Hotel, Atlantic City, N.J., 1928 January 26–27
1729 Photograph (Panoramic), Coca-Cola Bottlers Convention, Convention Hall of Atlantic City, N. J., 1948 March 8–11
1744 Photograph, unidentified group of men in front of unidentified Coca- Cola b

Processed by Laura E. G. Stoner
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