By Bennett Glazer
The History of Glazer’s and The Family Behind It By Bennett Glazer Assisted by James Chandler Harbour, II
“Do a little more for the brand-holders we represent and the retailers who have done such a wonderful job of selling for us through the years.” —Max Glazer “We have a steady pattern of trying to do better every year.” —Nolan Glazer
Chicago 1898 Left to Right: Louis Glazer, Max Glazer (baby), Bessie Glazer, Abe Mark (Bessie’s brother), ȱȱǻȂȱǼǰȱȱȱǻĴȱ¢Ǽǰȱ ȱ The History of Glazer’s and The Family Behind It
The History of Glazer’s and The Family Behind It All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from Glazer’s. About the Author James Chandler Harbour II has penned over two hundred books, including company histories, family histories, and biographies. He is passionate about the intergenerational transfer of human and intellectual capital to educate, motivate, and inspire tomorrow’s generations. Harbour lives in Dallas, Texas, with his wife and two children. 4 The History of Glazer’s and The Family Behind It
The History of Glazer’s and The Family Behind It 5
6 The History of Glazer’s and The Family Behind It
CHAPTER 1: Escaping Russia 1881 ...................................................................................................... CHAPTER 2: Coming to America ......................................................................................................... CHAPTER 3: Liquid Sunshine ............................................................................................................... CHAPTER 4: The Brother’s Grand Plan ............................................................................................. CHAPTER 5: Glazer’s Wholesale Drug Company ........................................................................... CHAPTER 6: Max Glazer ........................................................................................................................ CHAPTER 7: 1950’s – Giving That Extra Effort ................................................................................. CHAPTER 8: 1960’s – Rising to New Heights .................................................................................... CHAPTER 9: Nolan Glazer ..................................................................................................................... CHAPTER 10: Other Glazer Family Members...................................................................................... CHAPTER 11: 1970’s ................................................................................................................................. CHAPTER 12: Robert S. Glazer .............................................................................................................. CHAPTER 13: Industry Consolidation – 1980’s ................................................................................. CHAPTER 14: Tripling the Size of the Company (1986-1996) ........................................................ CHAPTER 15: Becoming Acquisition Oriented ................................................................................... CHAPTER 16: Third Generation of Leadership ................................................................................. CHAPTER 17: Hyper Expansion – Necessary Debt ............................................................................ CHAPTER 18: Bennett Glazer ................................................................................................................ CHAPTER 19: Malt Maneuvers .............................................................................................................. CHAPTER 20: The New Millennium – 2000’s ....................................................................................... CHAPTER 21: What They’re Thinking about Drinking ................................................................... CHAPTER 22: The Darkest Moment ..................................................................................................... CHAPTER 23: A New Era of Leadership .............................................................................................. CHAPTER 24: Moving Up the Technology Curve .............................................................................. CHAPTER 25: A Day in the Life of a Glazer’s Salesperson ............................................................. CHAPTER 26: A Day in the Life of a Glazer’s Delivery Person ...................................................... CHAPTER 27: Operations Matters! ....................................................................................................... CHAPTER 28: The Board of Directors and The Advisory Board ................................................... CHAPTER 29: What Does Glazer’s Mean to You? .............................................................................. CHAPTER 30: Conclusion ....................................................................................................................... 7 Table of Contents The History of Glazer’s and The Family Behind It 20 24 30 56 60 90 98 122 150 156 168 172 176 182 188 198 200 208 216 222 230 234 238 244 250 256 262 272 276 278
8 Dedication This book is dedicated to my uncle, Max Glazer, and my father, Nolan Glazer. It was their vision and fortitude that founded Glazer’s. Also, to all the generations of Glazers, and to all the employees, past and present, who have contributed to the success of our company over the last one hundred and six years. Dedicated and capable employees are the lifeblood of any successful company, and we have been blessed with an abundance of both. It is gratifying to see everyone using their gifts and talents to help the company succeed. On behalf of Max and Nolan Glazer, and many other members of the family, we thank you—the retirees and current employees of Glazer’s—for your commitment to the company over the years. Your hard work and your amazing skills have established Glazer’s as a leader in the wholesale distribution adult beverage industry. The values that have served us so well since 1909—hard work, determination, forward-thinking, loyalty, and trust—will continue to guide us as we move forward with our mission of providing outstanding products, services, and support to our suppliers and retailers. Bennett Glazer Chairman, President and CEO, Glazer’s Inc. The History of Glazer’s and The Family Behind It
9 “The measure of worth of a wholesaler is the service he renders to his suppliers and retailers. We are proud to have been chosen by the outstanding distilleries in the country to serve the retailers in our areas.” —Max Glazer “Our goals are not going to change in the next generation. We want to continue to grow, but we want to be the best. If we can do what we’re doing better, growth is inevitable.” —Nolan Glazer The History of Glazer’s and The Family Behind It
Glazer’s adult beverage distributor locations in marketplaces throughout the world.
12 “By partnering with our customers and suppliers as a valued resource, we are determined to continue as the industry’s preferred provider of beverage alcohol products in each of our markets.” —Bennett Glazer Foreword Louis Glazer moved to Dallas, Texas, in 1909 with his wife, Bessie, and opened the Jumbo Bottling Company. Few could have predicted then what the Glazer name would mean in the wholesale beverage distribution industry today. From those simple days of producing a line of flavored soda waters, which were distributed from the back of horse-drawn wagons, the Glazer family has built Glazer’s Distributors into an industry leader that generates more than $4 billion in annual revenues. Today, the company distributes and markets adult beverages in fourteen states, the Virgin Islands, and Canada. Glazer’s has grown dramatically through the years by acquiring distribution rights from a variety of suppliers and building a strong reputation in the industry for customer service. Recognizing the fast-changing business climate that exists today in the distribution segment of the beverage alcohol industry, Glazer’s continues to evaluate expansion that offers both long-term strategic and profit opportunities. By forming strong, lasting partnerships with the suppliers and retailers we represent, and attracting and retaining the highest caliber of employees, Glazer’s has developed a clear-cut formula for success. The History of Glazer’s and The Family Behind It
Glazer’s ranks #108 on the 2015 Forbes list of America’s Largest Private Companies. At Glazer’s, we are privileged to be recognized as one of the most successful sales and marketing organizations in our industry. That’s how we’ve become one of the country’s largest distributors of alcohol beverages, and we’re proud to still be a family-owned and operated enterprise. Our commitment to building brands, our strategic focus on marketing and sales, and our passion for outstanding service, drive the high-performance, results-producing culture of Glazer’s. By partnering with our customers and suppliers as a valued resource, we are determined to continue as the industry’s preferred provider of beverage alcohol products in each of our markets. Glazer’s ranks in the top two in market share in 12 of the 14 states in which we do business. Glazer’s is a third-generation family-owned business that is over 106 years old, and one of the fastest-growing distributors in the U.S. The Glazer family has built the company into an industry leader that generates more than $4 billion in annual revenue. Glazer’s, with its organization around strategic vendors, is the best performing distributor in the United States, winning Top Performance awards on all levels. The History of Glazer’s and The Family Behind It 13
14 A Generational Legacy Entrepreneurial spirit is at the heart of this American family-owned company. From the vision and chutzpah of Max and Nolan Glazer’s inspiration, work ethic, and tenacity, Glazer’s has grown and prospered. Maintaining the same determination, perseverance, and spirit of innovation, the next generation carefully tended the enterprise through its successive growth phases. Each generation expanded the business further, always with an eye toward making Glazer’s more innovative and resilient. This book is an attempt to recount the history of Glazer’s in a concise manner. Although numerous stories and pictures could not be included, you will still find an abundance of interesting facts and pictures that contribute to the telling of Glazer’s story. We have enjoyed an extraordinary closeness for three generations in business. I know we will be able to continue that for many generations to come. The company was designed and built for the long term along the “one for all” concept. —Robert S. Glazer While the company’s longevity can be attributed to many things, taking care of its customers, both suppliers and retailers, and success in attracting and retaining outstanding employees have had the most impact. Peering back through the company’s one-hundred-six-year history offers examples, time and again, of triumphing over adversity with courage, of overcoming seemingly insurmountable challenges with entrepreneurial gumption and fortitude, and of pushing the envelope of possibility with new and novel ideas. Through it all, the Glazer family’s outstanding leaders hewed tightly to their ideals of honor and integrity and formulated a distribution empire by doing what’s right—because that was the right thing to do. Left to Right: Robert S. Glazer, Nolan Glazer, Max Glazer, Jerry Leibs, Irving Glazer The History of Glazer’s and The Family Behind It
15 Through it all, outstanding family leaders hewed tightly to their ideals of honor and integrity, and formulated a distribution empire. It is unique that members of an extended family are able to work together harmoniously in a single enterprise. —Nolan Glazer Thanks to the unimpeachable character of its leaders and employees, Glazer’s has never been a follower. It guards its reputation for holding customers and employees equal, and becoming the envy of the industry. Certainly, this all could have turned out differently. Like many family companies, Glazer’s might have survived a couple of generations and then splintered and vanished into the dustbin of history. It held together, however, for two reasons— the legacy of its meaningful purpose, and the deep feelings of satisfaction and pride this heritage inspired in the multigenerational Glazer family. This story begins under duress, fleeing religious persecution, as so many of our country’s immigrants did. Left to Right: R.L. Glazer, Barbara Glazer Rosenblatt, Bennett Glazer, Nolan Glazer, Michael Glazer, Robert S. Glazer The History of Glazer’s and The Family Behind It
18 VISION: To be the adult beverage distributor of choice in marketplaces throughout the world. GLAZER DISTRIBUTORS VISION – MISSION – FAMILY MISSION: To provide superior service and develop positive relationships with diverse suppliers and customers in order to build a world class company that will enable Glazer’s to invest in our people, brands, technology, facilities and communities. The History of Glazer’s and The Family Behind It
19 Glazer's FAMILY VALUES: One simple word sums up our commitment to our employees and business partners. – Fun – Aspire to Excellence – Mission Driven – Integrity, Inclusive, Innovative – Leadership – Yield Outstanding Results F A M I L Y The History of Glazer’s and The Family Behind It
Chapter 1 Escaping Russia 1881
21 Life in 1881 for Jews in Russia was not a life anyone would desire. The Jews were forced to live under harsh conditions; they lost their ability to have certain jobs and faced extreme violence from their neighbors, the Russian peasantry. Much of this was a direct result of Russia’s repressive laws, many of which were enacted after the ascent of Tsar Alexander III, who ruled from 1881 to 1896. He inherited the throne after the death of his father, Alexander II, who had actually moderated some of the existing anti-Jewish laws. When Alexander III ascended to the throne, however, under the influence of his anti-Semitic tutor, he reinstituted in a harsher form the laws his father had modified. These laws, which helped engender discrimination and violence, were the primary cause for the mass migration of Russian Jews to the United States. The secretly promoted propaganda by government agents led to violence, and pogroms, which amounted to the organized persecution and extermination of ethnic groups, especially Jews. In this Rosh Hashanah greeting card from the early 20th century, Russian Jews, packs in hand, gaze at their American relatives beckoning them to the United States. Additionally, the prohibition against Jews to have certain jobs provided economic reason for the Jews to seek a life somewhere else. This decrease in opportunities combined with an increase in violence was the push for many Russian Jews to leave Russia and emigrate elsewhere. During the thirty years between 1880 and 1910, the population of the United States grew by approximately 83 percent—from 50 million to 92 million. In that same period, the American Jewish population grew 836 percent, from 250,000 to 2,349,754. More than twothirds of the growth of the American Jewish population was the result of immigration, primarily from the Russian Empire. Joining the many thousands of Russian immigrants to the United States were Louis and Leah Glazer. They had been born and raised in the Village of Sot, Barony of Covena, Russia (now Lithuania). With two young sons, they worried about the limited opportunities available to them, and, most importantly, their safety. Escaping Russia 1881
22 Escaping Russia 1881
23 Louis and Leah Glazer hoped to find and forge a more prosperous and safer life in America. Over two million Jews would flee the pogroms of the Russian empire to the safety of the United States from 1881 to 1924. Escaping Russia 1881
New York City Seeking a better life in 1881, Louis and Leah Glazer, accompanied by Louis’s sister, Sophie, and their two young sons, Louis and Joseph, disembarked at Castle Garden—the New York City port of entry in use prior to Ellis Island. With few belongings other than what clothing they were able to bring, they began their search for opportunity and the American dream. It’s likely they had relatives in the area with whom they resided. It is unknown what occupation Louis held during those years in New York, but eventually the couple moved to Newark, New Jersey, where in 1888 a third son, Harry, was born. Shortly thereafter, Louis and Leah moved to Chicago, seeking advancement to improve their standing. On their way to Chicago, a stop was made in Toledo, Ohio, where Michael was born. Sister Sophie, however, remained in the New York area and changed her surname to Smith. Chapter 2 Coming To America
25 On to Chicago The Glazers settled in Chicago where William, Benjamin, and Robert were born. The family is on record as having been members of the Bnai Moshe Synagogue there. Louis Glazer is listed on the Chicago census of 1900 with an occupation as “picture store.” Many of their children eventually got involved in the women’s readyto-wear clothing business. Over the years, six generations of Glazers have lived in the Chicago area. Many of the Glazer clan eventually added an “i” to their surname becoming Glazier. On February 24, 1896, their eldest son, Louis, married Bessie Margulies in Chicago, where their first child, Max, was born on December 15, 1897. Castle Gardens, New York City Coming to America
26 St. Louis – Formulation of the Business It is believed that a relative of Joseph (Joe) Glazer introduced him to Ida Feldman (1881–1945) of St. Louis, Missouri. Joe traveled there to meet her and her parents. Soon thereafter, Joe married Ida Feldman and they remained in St. Louis. Little did Joe know how fortuitous their partnership would become. Ida was an accomplished woman, having studied with a Viennese chemist in Kansas City at a bottling company owned by a local Jewish family named Rubenstein. There she learned to make beverage formulas. With Ida’s training as a flavorologist, she was adept and sensitive to smell and taste, and became an expert in mixing batches of various concoctions from orange, lemon and lime rinds into a sugary syrup that tasted like the real thing. She was also highly trained in the decontamination of bacteria, which is necessary to sanitize bottles. Chicago 1898 Left to Right: Louis Glazer, Max Glazer (baby), Bessie Glazer, Abe Mark (Bessie’s brother), Itka Cohen (Bessie’s ǼǰȱȱȱǻĴȱ¢Ǽǰȱ ȱ Joe realized an opportunity to parlay upon her expertise, and together they decided to start an enterprise manufacturing flavored soda water in St. Louis in 1898. This was the genesis of the Glazer’s Distributors we know today. All because of the vision and determination of three Glazers, who happened to turn water into a sparkling business. Though still in its infancy, Joe soon convinced his brother Louis and family to join them in St. Louis, where all were welcomed at the home of Ida’s parents, which was also home to her twelve younger siblings. Ida’s knowledge and innovative skills, combined with the brothers’ ability to bottle and market these flavored drinks became key drivers of their company. Not only did Ida Glazer have the technical ability to effectively formulate the solutions, but she also had an incredible business mind, as did the Glazer brothers. With their collective business acumen and a diligent work ethic their promising business began. As their success grew, albeit on a rather small and local scale in the beginning, so did the Glazer clan. Coming to America
27 Joseph and Ida Glazer Joe and Ida had six surviving children: Florence, Edna, Loretta, Yale, Willard, and Marvin. Louis and Bessie had five children: Max, Robert (Buck), Nettie, Fritz, and Nolan. As these children grew, they were surrounded by the smells and activity of a budding enterprise that undoubtedly became part of their DNA. It was only natural that they assimilated themselves into the continued growth and success of the family business. One difficult hurdle in growing their business was sourcing glass bottles. Without funds to purchase new bottles from a glass manufacturer, many hours, day and night, were spent rummaging around the city for discarded decanters. Once found, Ida thoroughly sanitized these prized possessions, transforming them into ideal containers for her simple, yet high-in-demand, flavored sodas. Soon, the decision was made to relocate. There were a number of factors that may have influenced the brothers’ decision. It might have been that competition in St. Louis was well established, impeding their success. One known fact is that Louis and Bessie’s young son Robert was a sickly child, and a doctor recommended that living in a warmer climate would improve his health. Louis and Bessie decided that Texas offered a promising destination. First, it was basically as far south as you could move to in the United States. Secondly, the warm climate in Texas meant that its citizens consumed refreshing drinks all year round, instead of limited seasonal demand in the north. And thirdly, the first railroad had recently been constructed through Texas to San Antonio, connecting it to the major American markets and port cities. These factors would afford a fertile potential for the growth and expansion of their business. Fortunately, Joe and Ida agreed to join them in their exodus to San Antonio, Texas. With that, the brothers and their families made the move south to stake their claim—a move that didn’t last long. Coming to America
29 San Antonio, Texas Louis and Joe Glazer found San Antonio a difficult place to earn a living. The brothers worked for six months trying to establish their flavored soda water business, but with little success. This was probably because competitors were already embedded in San Antonio, and they held a lock on its small population at the time. Consequently, they decided to seek a larger market, and hopefully one with fewer competitors. Undaunted by their lack of success in San Antonio, the brothers decided to move a few hundred miles north to Dallas, a city along a rail line that offered exciting possibilities. As well, the North Texas area had an upand-coming Jewish community, a priority for raising their families. The fact that Fort Worth, another sizable market, was so close by added further impetus to their decision. They had nothing to lose and everything to gain. They steadfastly believed that their bottled elixirs held magic. They assured themselves this move would improve their chances. This time their move proved a success. Coming to America
Chapter 3 Liquid Sunshine
31 Dallas and Fort Worth, Texas Toward the end of the nineteenth century, Dallas and Fort Worth were two rather wild frontier towns still being tamed. They had grown up simultaneously, as if side by side. Fort Worth had become the cattle empire of the United States and had earned a reputation for being a wild cowboy town. Dallas was a little more sophisticated and had become home to wealthy oil barons and the hub of trade for Texas and much of the South. Main Street, Dallas, Texas - 1903 Elm Street at Poydras, Dallas, TX - 1903 By the late 1890s, both towns were beginning to make their mark on the map. Flavored drinks were in demand for their citizens. With both markets ripe for quenching the thirsty masses, Dallas and Fort Worth became the launching pad for the Glazer dynasty. They too wanted flavored drinks. Both markets were ripe for quenching the masses. Liquid Sunshine
In 1909, Louis and Joe Glazer left San Antonio and headed north to seek their fortune in Dallas, where they opened up the Jumbo Bottling Company. For two years the brothers worked tirelessly manufacturing their flavored sodas at a location just north of downtown Dallas. Their considerable selling skills endeared their products to their customer base. Business boomed! And why? The Glazers’ flavored sodas were superb. Along with the passionate efforts and tireless work ethic of the Glazer clan, success was inevitable. But, the fact is, their timing was perfect. Their products were just what consumers were demanding, and bottling technology had finally solved the ability to securely cap fizzing containers. Early Bottles
33 Carbonated flavored drinks had become very popular. And when the medical profession stated definitively that there weren’t any health benefits to flavored carbonated drinks on their own, producers started selling these as treats. It’s difficult now to imagine how much of a treat cold bubbly water could be back then. People didn’t have refrigeration, so a cold drink was a big deal. Flavored-fruit and citrus soda sales were booming. Another timing factor which added to the Glazers’ success, and really to the success of the entire market for flavored sodas, was the development of the bottle cap. The top bottle cap secured the carbonated water completely. It was the bottle cap that really sealed the deal. Even though bottlers could produce and fill bottles en masse, keeping the bottles clean and the seals strong proved quite tricky. It was the invention of the bottle cap that allowed bottles to overcome their reputation of being faulty containers that exploded or that had insects or dirt slipping into them at the factory. The Glazers had found the right market, with the right products, at the right time. They rode the masses’ wave of affection for soda pop. The Glazers had finally established a successful business, one that would evolve and thrive for over 106 years. Liquid Sunshine
34 Louis Glazer Liquid Sunshine
Silver Wedding Anniversary gift to Louis and Bessie Glazer from their sons, February 23, 1921 Left to right: Fritz Glazer, Bessie Glazer, Irving Glazer (baby), Lottie Glazer, Robert (Buck) Glazer, Max Glazer (standing), Nolan Glazer, Louis Glazer. Circa 1923
36 Fort Worth – Divide and Conquer Having established a formidable distribution demand in Dallas, the brothers began to consider expansion possibilities. Why not split their business in half, each brother handling one of the two markets? It was logical. It became magical. With Fort Worth being only thirty-five miles away, the brothers decided to divide and conquer. It wasn’t a hard decision. Fort Worth was close enough to be able to communicate easily between the two markets and ensure that the single source of Ida’s magical liquid sunshine would be readily available and transported. Also, they were far enough away to grow both markets and not compete with one another. They doubled down. In 1911, Joe Glazer selected Fort Worth, while brother Louis stayed in Dallas. It was the perfect expansion scenario, and doubled the size of their company. The brothers started two separate companies to distinguish their territories and brands. In Dallas, Louis Glazer’s Jumbo Bottling Company changed its moniker to Real Juice Bottling Works and bottled and distributed the formulations manufactured by Joe and Ida Glazer. Joe Glazer established Uncle Jo Bottling Co in Fort Worth, located at 1109 East Lancaster, where most of the potions were formulated and bottled, initially right in their residence. As master mixer and flavorologist, Ida developed a refreshing drink named Uncle Jo. Later, she took an extract formulated from lemons and limes and produced Aunt Ida. Both became hugely popular. Aunt Ida and Uncle Jo Bottles Aunt Ida Bottle Liquid Sunshine
37 The Shop –Uncle Jo Bottling Co, Fort Worth, Texas located at 1109 East Lancaster was poured into vats and stirred with wooden paddles. The formulation process was the sovereign domain of Ida Glazer, and she ruled over it with a sharp eye and demanding perfection. She also had lots of willing helpers to taste her fermented fruit syrups. As master mixer flavorologist, Ida developed a refreshing drink named Uncle Jo. Later she took an extract formulated from lemons and limes and produced Aunt Ida. Both became hugely popular. Eventually a separate bottling facility was constructed and located next to the family’s Fort Worth residence. The manufacturing process was simple, but exacting. Large stainless steel bowls were filled with sugar and hot water and mixed with flavors; then the mixture Liquid Sunshine
38 A Family Affair Perhaps the single most notable thread that held throughout the history of the Glazers’ early enterprise was the closeness of the family. From the beginning, the business was a family affair. For many years, Joe and Ida’s family home next to the bottling plant on East Lancaster was a beehive of activity. The family and all the workers would gather around the kitchen table during the noon lunch break to discuss the business activities of the week. It was like a large board of directors having a meeting with everyone able to offer input. And you can be sure that Ida Glazer had her input during those sit-arounds. She passionately tested every mixture as workers brought in samples based on her perfected concoctions for her to taste. She was a force to be reckoned with, and though soft-spoken and kind, she was the law regarding formulating the potions. Ida Glazer’s sugar measuring scale Her husband was of equally strong character and from his chair in the residence—known as The Old Shop, where the flavors were first produced and bottled prior to the bottling plant constructed next door—Joe would yell down to the yard at workers from upstairs in Yiddish, directing the daily chaos. Though the laborers didn’t understand his language, they hopped to it. His son Yale inherited his yelling trait, and because of his constant bellowing of orders, the workers referred to him as Yell! On Sunday afternoons, Uncle Joe would congregate his nephews—Max, Fritz, and Nolan—as well as his sons—Yale, Willard and Marvin—in the sunroom to expound upon Glazer business philosophies and strategies. The young men were getting a full dose of Joe Glazer, instructions that would prepare them for leading the company someday. In the following years these family gatherings continued while all enjoyed each other’s company. The tenacity and determination of all the family members was an essential ingredient in the Glazers’ success. They were all passionate about the business and had the drive and work ethic to achieve continued success. They worked long hours and handled all aspects of the business. The men worked in the bottling plant, hitched the horses, loaded wooden boxes onto the horse-drawn carriages, transported the beverages to customers, and sold, sold, sold their ever-popular flavored drinks. Though tough and brash at times, they were equally kind and respectful. Customers perceived their personalities as genteel, and everyone found them dependable and social—a key trait in promoting their goods and building an expanding and loyal customer base. As their business expanded, the parents engaged their children to assist in growing the enterprise. In Dallas, Louis and Bessie didn’t have any problem with their eldest son Max helping out. Liquid Sunshine
39 Max Glazer was an active boy, with enthusiasm and energy—not to mention his interest in earning a few pennies peddling carbonated Uncle Jo and Aunt Ida on the back of horse-drawn carts to general stores and sawisdom that would eventually propel the company. Max’s other two brothers, Fritz and Nolan, joined in as well, both leaving school in their early teens to Young Max Glazer loons. He launched into the family business full-time after his early teens, preferring to supplement this basic training through a process of self-education. He was learning the business and building customer relationships, and everyone welcomed the young and eager Max. He became a daily visitor and friend in his customers’ lives; as a result, they would remember young Max for years. He built lifelong relationships and established another touch-point of the Glazer success story—which was building relationships that would bear years of business from these devoted customers. Undoubtedly, though he probably didn’t realize it then, he was being groomed by his father, Louis, in the fundamental tenets of every aspect of the business—producing, distributing, and selling—and acquiring experience and help in their father’s Dallas bottling business. Working part-time as helpers at the factory, they joined the business full-time while in their teens when Louis Glazer passed away in 1929. Their schooling was the business of Glazer’s, an education that returned hefty financial results to the company coffers for generations to come. The men and boys of both Glazer families peddled anything they could bottle out of a horse-drawn wagon, and they made a good living doing it. Nolan Glazer remembered helping on his father’s horse-drawn soft drink delivery wagons. He recalled “selling soda water after school, during vacations, and at fairs in Plano, McKinney, Greenville, and other places all around Dallas. I even remember hitching up the wagons to the horses and loading the wooden cases. It was great fun.” From the beginning, the business was a family affair. Liquid Sunshine
However, it wasn’t so much fun when the fire station bells went off in Fort Worth! Joe Glazer had purchased retired horses from the Fort Worth Fire Department to deliver the bottles. The problem was, their bottling plant was only a few blocks from the fire station. 40 Every time the bells went off, so did the horses —bottles and all. Liquid Sunshine
The Bottles During the enterprise’s early days, bottles were problematic. They were expensive, and because of their frugality, the family members gathered discharged bottles wherever possible. Eventually, as their business and success grew, they were able to procure glass bottles from various sources, their primary source being in Oklahoma. Most independent local soda bottlers, like the Glazers, had their own proprietary embossed bottles. The bottles, for the times, were not necessarily unique, but they still formed and enhanced their brand awareness. Uncle Jo was sold in a brown bottle, while Aunt Ida was distributed in a green bottle. Uncle Jo Wooden Crate One of the most unique features of both Uncle Jo and Aunt Ida bottles was found on the base of the bottle: a six-point star depicting the Star of David. Years later, this distinctive feature was the main point of proof in a lawsuit when Coca-Cola threated to sue for patent infringement, which deterred Coca-Cola from filing action for patent infringement for their bottle. The bottles had a crown cap printed with Uncle Jo and Aunt Ida so that they could easily be selected from a cold drink box without the purchaser having to see the entire bottle before selection. These bottles, along with many of those manufactured, were shipped in printed wooden crates with Uncle Jo in both regular and children’s sizes.
42 Family Franchising It wasn’t long before the brothers decided to expand beyond their two markets. Family members who were willing stepped up to pioneer these new locations. These effectively were established as family franchises. Being a greater distance away, these new locations built their own manufacturing capabilities in Louisiana (Shreveport and Alexandria), and in Texas (Wichita Falls, Waco, and Port Arthur), thereby achieving distribution throughout North and East Texas and North Central Louisiana. In addition to bottling soda, the Uncle Jo Bottling Company sold their original flavor extracts in Texas, Arkansas, Louisiana, and Oklahoma to a few nonfamily franchises. The family’s Fort Worth and Shreveport operations were the strongest; they were known until the 1970s and 80s as Pepsi Cola Bottling Companies. Liquid Sunshine
43 Aunt Ida - Billboard Shreveport, Louisiana, and the Aunt Ida Girl Slogan Two of Joe and Ida Glazer’s daughters, Florence and Edna, started their own franchises after getting married. The oldest daughter was Florence Glazer; she married Clarence Goldberg. Apparently, Florence inherited the strong will and spirit of her mother, Ida. She and her husband moved to the undeveloped area of Shreveport, Louisiana, in 1930 and opened their first bottling plant at 962 Travis Street. They were given a delivery truck and several hundred cases of empty bottles by her parents for their new endeavor. It was sink or swim. With Florence’s determination, she forged her own successful enterprise. The Goldbergs, ever wise to the public’s tastes, had an artist in the 1930s by the name of Earl Moran paint a picture of a lovely young lady, in top hat and with cane, tap dancing. Thus, the Aunt Ida Girl was born, and with the slogan, The World’s Greatest Mixer, undoubtedly perplexing the strongest supporters of prohibition. Billboards depicting the Aunt Ida Girl were raised all over Shreveport. The other Louisiana franchise was started by Edna (Glazer) and Milton Fox in Alexandria. However, the Foxes were less successful than the Goldbergs in Shreveport, and left bottling for a lucrative business in broadcasting. Liquid Sunshine
44 Joy Bottle Glazer Family Names Become Popular Brands Not only was the flavored soft drink a family affair, but family names also became their branding strategy. As the business grew, so did the flavors and new products. Having success with Uncle Jo (Joe Glazer) and Aunt Ida (Ida Glazer), the brothers, their siblings, and their children continued with this successful branding approach and many of the products bore family names. This certainly emphasized the closeness of the family. With each family member’s manufacturing and distribution success, they began exploring and developing unique and distinctive products, with some being sold only by that location. The Goldbergs in Shreveport, Louisiana, had a daughter, Joy, for whom the popular Joy soft drink was named. Joy also came in various flavors with bottle caps that represented each flavor (grape, cherry). Sonny Boy was developed by Ida Glazer and named after her beloved son Marvin whose nickname was Sonny Boy. The advertising poster manufactured in tin reads: Sonny Boy – Loved By All! GRAPE CHERRY ORANGE Liquid Sunshine
45 Advertising Tin - Sonny Boy – Loved By All! Liquid Sunshine
The most popular brand was Woosies, a root beer named for Louis’s grandson, Robert Samuel Glazer, whose nickname was Woozie. A six-pack of Woosies sold for 19 cents and could be purchased at area Totems (now 7-Elevens), A&Ps, and Tom Thumb stores. During the 1950s, the Woosie was arguably Dallas’s favorite flavored soft drink. Still another unique product was Uncle Jo Seltzer. This was a large seltzer bottle complete with a nickel-plated siphon. These bottles were used in hotels, cars, and drugstores where mixing drinks was common. Eventually many different flavors were sold under the Uncle Jo name, and later, even these flavors were replaced by other purchased extract-flavored brands. As the extracts used to create these self-titled sodas were discontinued, so were the brands. Uncle Jo ceased in 1942; Aunt Ida was discontinued later, in the 1950s. Uncle Jo Seltzer
48 Winds of Change Two events soon occurred that impacted the Glazers’ success—one negatively and the other positively, and in two very significant ways. First, World War I nearly shut down the Glazers’ company and the industry in general. The U.S. Food Administration deemed that sugary sodas were inessential to the war effort, especially in the face of the severe sugar shortages. The brothers worked all their contacts with sugar growers from the Rio Grande Valley in Texas all the way to Cuba. Fortunately, the company was able to find ample supply from these various sources to keep production humming. “The Glazer family has endured because we have always had the foresight to do what is right, because it’s the right thing to do for our employees and for our customers.” —Bennett Glazer Ironically, after World War I, the second event helped propel the company business further, and later would become the driving force that launched still another Glazer company and greatly expanded the family enterprise. Early in the twentieth century, an energized minority began vocalizing public criticism for the harmful effects of a devilish drink—alcohol. As temperance groups rallied against booze, these efforts helped drive teetotaling customers to purchase more soda pop and to visit the ever-increasing number of American soda fountain locations. In 1919, the year before Prohibition took effect, there were already 126,000 soda fountains in the United States—far exceeding the number of bars and nightclubs in existence today. The soda industry had always played up the temperance link. Lots of fizzy-drink companies encouraged the temperance movement, and they were generally quite pleased from a business perspective when Prohibition became the law of the land. Their sales rose. People couldn’t go to bars anymore, so they turned to soda fountains instead. Needless to say, the Glazer business thrived during Prohibition. People couldn’t go to bars anymore, so they turned to soda fountains instead. Liquid Sunshine