Multimedia Reporting (Bradford-Utsler)

Angel Alvarez, owner of Tortas Jalisco, can’t say no to his never-ending requests for Mexican Coca-Cola served in a tall one liter scuffed and scratched glass bottle. It’s what his customers prefer. The bottle he said is a lot of the attraction for Mexican consumers. It is something from home and the sense of nostalgia makes them loyal to the drink. Many consumers said “it just tastes better.” Alvarez thinks the quality of Coca-Cola in a glass bottle is better, fresher and smoother.

Coca-Cola bottles are shipped from Mexico. They contain the secret Coke formula but use cane sugar instead of corn syrup as in the United States. Mexicans purchase the beverage for approximately $1.50 at local Mexican Markets, Checkers grocery store and some restaurants.

Customers loyalty may be put to the test however if glass bottles become obsolete. Mexican lawsuits over glass cuts and injuries especially in children and economic concerns has bottlers considering switching to plastic. A move that worries Jesus Zuniga, owner of Burrito King and the newly opened La Mexicana Supermercada on 23rd St. because he isn’t sure if as many people will buy it in plastic bottles.

He and his wife Margarita hear from their customers about the sale of Coca-Cola in Mexico. One customer, Margarita said, hadn’t seen a glass bottle in months and he just came from Mexico. She said large cities such as Mexico City have already turned to plastic bottles.

The glass bottles sold at La Mexicana Supermercado, which opened just last month, are already seeing changes. One is the plastic screw cap some now have instead of the metal crown. The other is the price. An individual bottle, which stands taller than the rest of the beverages at one liter, sells from $1.25 there to $2.00 at Tortas Jalisco.

Zuniga said he can’t keep up with the sales. He keeps the Mexican Coca-Cola stocked but by noon one day last week, it was already half sold.

“It is a better tasting drink in a bottle,” he said. “You can tell it’s from Mexico.”

Cane sugar is used in Mexican cola instead of corn syrup as in the United States. Depending on who is drinking the difference can be subtle or distinct. Coca-Cola’s secret formula is altered in regions around the world depending on their sugar supply.

Each bottle at his store is labeled with a Department of Agriculture stamped nutrition label in English. The Coca-Cola is bought in Mexico at a cheaper price than it is in the United States. It is then shipped to Omaha, Neb., Chicago or Dallas.

The price of a case of 24 bottles has increased in recent years. Zuniga said it used to be $17 per case and now it is $27. He barely breaks even he said. He attributes the rise to higher gas prices. His wife said she doesn’t know if it is because of a shortage but she knows in many states the glass cola is not available anymore. Their distributor in Chicago informed them that next month they may not have the cola in stock and if they do it could go up to as high as $38 per case.

Margarita said they would continue to buy glass bottles until their customers didn’t want to pay for them.

“We will keep buying it and pass the price on to our customers,” she said. “We will give them a choice between glass and plastic. It will be up to our customers how much they want to pay.”

Emilio Lara, a regular customer at Tortas Jalisco, said that because he likes the Mexican Coke so much better he would buy it in a plastic bottle, even if it were more expensive.

Another reason there may be an increase in price she predicts is that the U.S. government may be trying to ban imported goods. Alvarez said Coca-Cola doesn’t like the sell of Mexican cola in large companies and they don’t want the bottles to be exported for free.

Checkers, the only grocer retail that sells Mexican Coca-Cola sees a similar demand. Scott Drevnick, manager, said they just ordered a case and it almost all sold in one day. He said they sell international foods because they like to cater to as many people as they can.

Hispanics are a growing number in Lawrence. The 2000 United States Bureau of Statistics reports there are 188,252 or 7 percent Hispanics in Kansas. Kansas’ 2000 population was 2,688,418. In Lawrence, there is a Hispanic population of 2,921 or 3.6 percent. Hispanics are 12.5 percent of the United States population.

Mexico recycles their bottles to cut down on costs. Alvarez said in general more plastic is being sold in Mexico now. The Jarritos beverages sell plastic three liters, especially for large families he said.

Raul Perez owner of La Estreya, a Mexican market tucked in Holiday Plaza on 25th and Iowa Streets said he hasn't heard of any plans for plastic bottles to start coming in, but he doesn't think it would deter sales. He has seen more plastic Jarritos beverages being shipped to his store over the past two years. Perez said his coca-cola sells well at $1.50 per bottle. He buys a case for $22.50 up from $19.50 just last year.

Time will tell if glass bottles will become obsolete in Lawrence. Coca-cola is a staple of many people's diets in the United States and because many Mexican consumers won't stray from their Mexican recipe the container change may not change the price.

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