Coca-Cola to create a special version of the famous Coca-Cola Contour bottle. A number of other limited edition bottles by fashion designers for Coca-Cola Light soda have been created in the last few years. In 2009, in Italy, Coca-Cola Light had a Tribute to Fashion to celebrate 100 years of the recognizable contour bottle. Well known Italian designers Alberta Ferretti, Blumarine, Etro, Fendi, Marni, Missoni, Moschino, and Versace each designed limited edition bottles. Pepsi, the flagship product of PepsiCo, The Coca-Cola Company's main rival in the soft drink industry, is usually second to Coke in sales, and outsells Coca-Cola in some
The Coca-Cola Company food service distributors. Outside the United States, these bottlers also control the fountain business. Since the early 1980s, the company has actively encouraged the consolidation of bottlers, with the company often owning a share of these "anchor bottlers". The company's largest bottlers outside North America are: In the United States, the company bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some fountain retailers. After purchasing the North American assets of Coca-Cola Enterprises, as of 2014 the company directly owns 100% of Coca-Cola Refreshments, the anchor bottler of Coca-Cola products