Coca-Cola Enterprises switch to 1.5-liter bottles in New York proves profitable.

Atlanta Journal-Constitution (Atlanta, GA) | December 23, 2004 | Copyright

Byline: Scott Leith

Dec. 23--NEW YORK -- In one of the richest markets in the world, Coca-Cola Enterprises had grown accustomed to losing money.

Brian Wynne, with 16 years in the bottling business, always knew why profits were so elusive in Manhattan and the rest of the vast New York metro area. Wynne, a division vice president for CCE, saw the reason inside virtually every store, where Coke and Pepsi fought each other using row after row of cheap-priced 2-liter bottles.

"It was unprofitable and getting worse," Wynne said.

Today, when ...

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