Coca-Cola is represented with its own bottling since 1936 in Switzerland so this year they celebrate the 77th anniversary. “Made in Switzerland” is written on every Coca-Cola caps because they are really proud of the fact that 90% of all ingredients are sourced from regional partners. They are proud of every Swiss product, which is honorable but in case of Coca-Cola it’s a bit strange. The key ingredient, the basic syrup concentrate comes from abroad, from the “The Coca-Cola Company” like in all the other countries in the world. I mean, what would be that 90% without the syrup.
“The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the world, who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sweeteners, and then carbonate it before putting it in cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors.” (http://en.wikipedia.org/wiki/Coca-Cola)
In every country of course it is written with small letters on the bottle that it was produced in a local factory but I have never seen such a subtitle on a cap before. I think it’s part of a campaign supported by the U.S. parent company to win Swiss customers because the majority still prefer products made of regional ingredients.
I was wondering if there are caps like this in other countries. Has anybody ever seen a similar subtitle anywhere? I’m really curious about it.