Coca-Cola Southwest Beverages (CCSWB), the local bottler for Texas and parts of Oklahoma, New Mexico, and Arkansas, has introduced a new storytelling initiative, the “Under the Cap” series. This vibrant collection of videos and stories spotlights the dedicated CCSWB associates who ensure Coca-Cola products reach restaurants and retail outlets across the region while celebrating the unique communities they serve.
The “Under the Cap” series offers a closer look at the rich cultures, traditions, and people that make each community special. Whether it’s the long-standing Coca-Cola history in Paris, Texas, the vibrant binational culture of border cities like McAllen and El Paso, or the extraterrestrial charm of Roswell, New Mexico, these stories reveal how CCSWB associates are deeply embedded in the fabric of local life. From celebrating George Washington’s birthday in Laredo to the BBQ-filled dance halls of Texas Hill Country, the series captures the flavor of life across CCSWB’s territory and the role Coca-Cola plays in local celebrations.
“As the local bottler for Texas and surrounding states, Arca Continental Coca-Cola Southwest Beverages is deeply connected to the communities where we reside and operate, and our associates are vital members of those communities, supporting our belief in running a sustainable business,” said Jean Claude Tissot, President of Coca-Cola Southwest Beverages. “The ‘Under the Cap’ series gives people a chance to get to know the frontline heroes who do more than produce and deliver Coca-Cola products – they are also the volunteer firefighters, coaches, artists, and BBQ aficionados who take pride in giving back to the communities where they live and work.”
The series reflects the human side of Coca-Cola Southwest Beverages, going beyond the beverages to highlight the real-life contributions of its associates. For example, one episode delves into the vibrant culture of El Paso, exploring how the city’s binational identity shapes its community, while another features the unique traditions of Roswell, showcasing its quirky extraterrestrial charm. These narratives celebrate the people who not only deliver Coca-Cola but also embody the spirit of their communities.
A Collaborative Production with Texas Monthly Studio
CCSWB partnered with Texas Monthly Studio, the in-house content arm of Texas Monthly, and Texas Country Reporter, a beloved television program that became part of the Texas Monthly family in 2022, to produce the series. The project includes 30 videos, each approximately 8 minutes long. These episodes open with the iconic sound of a metal cap snapping off a Coca-Cola bottle and the fizzy pour of the beverage, setting the stage for viewers to step “under the cap” of their local bottler.
The series artfully blends storytelling and authenticity, showcasing behind-the-scenes perspectives of Coca-Cola Southwest Beverages’ operations. Viewers get to meet the employees who are not only responsible for bottling and delivering Coca-Cola products but who also play active roles in their communities as volunteer firefighters, sports coaches, and community leaders.
“These stories truly reflect the heart and soul of CCSWB,” said Greg Artkop, Director of Public Affairs, Communications, and Sustainability for Coca-Cola Southwest Beverages. “The series isn’t just about the beverages you find at your local grocery store. It’s about the people who deliver them and the unique cultures that shape the communities they serve.”
A Celebration of Community and Sustainability
The “Under the Cap” series also highlights CCSWB’s commitment to sustainable business practices and community engagement. Through its operations, CCSWB strives to support local economies, create jobs, and invest in programs that enhance the well-being of its communities.
Associates featured in the series share personal stories that connect viewers to their work and lives outside the bottling plant. From a CCSWB associate who volunteers as a firefighter in his spare time to another who teaches art classes in his community, these stories emphasize the multifaceted roles of Coca-Cola employees in their local environments.
Capturing the Spirit of the Region
Each episode of “Under the Cap” immerses viewers in the unique traditions and cultures of CCSWB’s territory. The series celebrates everything from the small-town charm of Paris, Texas, to the flavorful BBQ culture of Texas Hill Country. By focusing on local traditions, CCSWB demonstrates its commitment to preserving and celebrating the distinct character of the communities it serves.
Strengthening Connections Through Stories
The “Under the Cap” series is more than a marketing initiative; it’s a tribute to the people who make Coca-Cola Southwest Beverages a vital part of local life. By sharing these stories, CCSWB strengthens its connection to its customers and stakeholders, showcasing the human element behind every bottle of Coca-Cola.
With its rich storytelling and authentic portrayals, the “Under the Cap” series is a testament to CCSWB’s mission to create meaningful connections with the communities it serves. Whether highlighting local traditions, celebrating employees’ contributions, or sharing moments of joy, this series reinforces Coca-Cola’s role as a trusted partner in every celebration.
As Coca-Cola Southwest Beverages continues to expand its reach and impact, the “Under the Cap” series serves as a reminder that the company’s success is rooted in the people and communities it proudly supports.
