It has been said that “an institution is but the lengthened shadow of one man.
” In the case of Zetz Seven-Up Bottling Company that man is:
William George Zetzmann (known to everyone as “Bill”).
Born in New Orleans on January 9, 1894, of German-American
parentage–William and Helen Hakenjos Zetzmann–“Bill” received his
early education in the New Orleans Public Schools. Later, he completed
a commercial course at Soule College.
William G. Zetzmann’s business career began in his father’s plant,
the Consumers Seltzer & Mineral Water Manufacturing Company which was
organized in 1898. This was his start in what was then known as the
“soda pop” business. His father was also engaged in the ice business,
having founded Audubon Ice Company and the Crystal Ice Company.
At the age of 23, Bill Zetzmann took over the company upon his
father’s death in 1917. One of the earliest ventures in which Bill
became engaged was the founding of the Polar Ice Company in 1920.
In 1920, the name of the company was shortened to the simple title
of: Consumers Bottling Company and after acquiring the Dr. Pepper
franchise, the name was changed to Dr. Pepper Bottling Company in 1929.
He was in a position to welcome new thoughts, new ideas, and
recognize possibilities for public pleasure–which he later was able
to give the people of New Orleans.
Eventually the company became what is known today as the Zetz
Seven-Up Bottling Company when in 1934 a 22-parish (county) franchise
centered around New Orleans and Baton Rouge was obtained.
This company, plus the energy and drive of Bill, resulted in one
of New Orleans’ most successful business enterprises. (The Times-
Picayune).
The Plant was located on Burgundy Street, on the western edge of
the famed Vieux Carre in New Orleans. It grew and expanded until it
occupied almost an entire city block. The leader of the line – 7-Up –
achieved second place in the New Orleans market within five years.
In 1943, New Orleans ranked number one in per capita ranking of
7-Up operations in the group 500,000 to 1 million. William Zetzmann was cited
“Bottler of the Month” by the “American Carbonator” in June 1946.
In addition to his “soda pop” business, Mr. Zetzmann also acquired
ice plants in a number of Louisiana cities. He subsequently disposed
of them while taking on other business interests.
In the thirties, William G. Zetzmann, Sr. was responsible for an
innovative sales training program. Unlike a great many bottling
companies, new salesmen – when they were added – started in the sign
advertising department. Salesmen would see and know every type of sign
that was used throughout New Orleans. From there he would take the
relief route of another salesman, later becoming a relief driver himself until he was fully qualified
to handle his own salesman’s route and truck.
“The importance of translating the goodwill for Zetz Seven-Up can
only be turned into sales with satisfied, happy and highly intelligent
salesmen as the heart of the business.” (Southern & Southwestern
Bottler, August 1949). The Company operated four warehouses and three bottling plants in
New Orleans and Baton Rouge, producing 7-Up, Delaware Punch, and its private line of flavors.
The First and Second National Meetings for Sales Executives of Seven-Up Bottling Companies throughout the
United States were held in New Orleans, with William G. Zetzmann, Sr. as host.
The First Meeting was held in the Zetz Plant in December 1949.
The Second Meeting was also held in the Zetz plant.
This was the second national meeting for a survey of sales operations in the history of the entire bottling industry.
Sales practices were reviewed by 28 sales executives from as far away as Minnesota, New Jersey and New Mexico.
“There’s not a bottler today who could not profit from the story of
W. G. Zetzmann, Sr. — profit from the dignified blueprint of judicious
public relations in behalf of his home town. It has paid off in more
ways than one to the point where Zetz Seven-Up hums with goodwill, for
his public relations induced many a local character to choose Seven-Up
just for the liking of Zetz.
It’s W.G.’s own inimitable way of applying it that makes this city so fond of him.”
(Southern & Southwestern Bottler, August 1949).
The best example of “showmanship” and of goodwill advertising for
Seven-Up was found in the “Fresh-Up Room” at the Seven-Up Plant. Built
in 1935, at a cost of approximately $160,000, this provided one of
the most convenient and comfortable meeting rooms in the city. This
air-conditioned, insulated room, which comfortably seated 600 people,
had a stage, a modern public address system, a Hammond electric organ,
a Steinway Baby Grand Piano, and a 40-foot mahogany bar, at which
guests were served, without cost to them, all of the Seven-Up or other
Zetz products they cared to drink. Many thousands upon thousands of
people visited the “Fresh-Up Room” at the Seven-Up Plant from 1935
until the plant relocated in 1953.
During the early stages of the use of the “Fresh-Up Room” local
radio stations would originate live broadcasts every Saturday morning
for several years with teens invited from all over the city to participate and drink company products.
On a weekly basis for many years, live radio broadcasts were originated from the “Fresh-Up Room” sponsored by Seven-Up.
A live studio audience of 500-600 people were always in attendance and were served company products.
In addition, special door prizes were given.
When the “Fresh-Up Room” opened, each route man was given a night on-the-town.
He would invite all his customers for dinner, dancing and Seven-Up.
This went on for a period of four weeks.
One of William Zetzmann’s innovative ideas was the loaning of sound
trucks for special events to various civic and charitable organizations
during the years 1935 to 1958. The Seven-Up sign on the front of the plant was the largest
numeral sign constructed in the South at the time.
In 1954, the time came when the absolute limit of physical expansion
had been reached. Sales were continuing their upward spiral and a new
home had to be sought. A large industrial tract at 1400 Montegut Street
became available, having more than 9 acres of ground, warehouse buildings,
private railroad sidings and easy access to major traffic ways.
The bottling room of the new plant was laid out for utility and efficient mass production.
In the 1940’s there was the introduction of the “Fresh-Up Trailer”,
complete refreshment stands which would ice 60 cases of 7-Up and had two
large butane-fired grills for hamburgers or hot dogs. The trailers were
loaned free (including the butane supply) to schools, churches and
organizations for their special events, the only stipulation being that
only Zetz products be sold out of the coolers.
The index to the character of New Orleans’ Number One public
relations personality lies in his oft-quoted remark, “I get good people,
pay them well, and let them produce.”
That pays off in loyalty, affection and efficiency. (Southern & Southwestern Bottler, August 1949).
As a Seven-Up Developer, his many friends in the Seven-Up business
and in the soft drink industry know him best as a dynamic executive
with 50 years of experience in the soft drink business.
Citizens of New Orleans and the Gulf States region knew him
equally well as one of the area’s outstanding leaders.
The basis of this popularity is the fact that, in spite of his
business success, Bill Zetzmann retained his friendliness and “Humanness”.
He was always willing to “give a lift” to the other fellow; and, he numbers
among his friends the lowly as well as the great.
In 1942, Mr. Zetzmann was awarded the Times-Picayune Loving Cup
for outstanding civic service to the community. He devoted much of
his time, energy and money to civic advancement of New Orleans.
Bill Zetzmann died suddenly on April 13, 1962 at the age of 68,
bringing to the community more than the usual shock and sense of civic
and personal loss.
Bill Zetzmann, who rarely wanted or was accorded less familiarity,
in personal address was one of New Orleans’ most effective all-time
leaders; a dynamo of unquenchable restlessness for the public good; a
man of many sides, many interests, and broadest vision.
The virtues, plus their energetic and widespread application, don’t too often come
in such a single package as in the man, William G. Zetzmann.