December 20, 2010 Coca-Cola Bottling Co. Consolidated Attn: Mr. James E. Harris Senior Vice President and Chief Financial Officer 4100 Coca-Cola Plaza Charlotte, NC 28211 Re: Amendment No. 1 to Incidence Pricing Agreement Dear Jamie:

Exhibit 10.1

December 20, 2010

Coca-Cola Bottling Co. Consolidated
Attn: ▇▇. ▇▇▇▇▇ ▇. ▇▇▇▇▇▇
Senior Vice President and Chief Financial Officer
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▇▇▇▇▇▇▇▇▇, ▇▇ ▇▇▇▇▇

Re: Amendment No. 1 to Incidence Pricing Agreement

Dear ▇▇▇▇▇:

This letter agreement confirms our agreement to amend the Incidence Pricing Agreement between Coca-Cola Bottling Co. Consolidated and The Coca-Cola Company, Coca-Cola North America Division, dated as of March 16, 2009 (the “Pricing Agreement”).

Pursuant to this letter agreement, the first sentence of paragraph 2 of the Pricing Agreement is deleted in its entirety and replaced with the following sentence:

“The Program shall be for a minimum of three years beginning on January 1, 2009, and shall end on December 31, 2011, unless terminated earlier by either party as permitted herein or renewed or extended by mutual written agreement of the parties (the “Term”).”

If this letter accurately sets forth our understanding and agreement, please sign below and return one copy to the undersigned for our files.

Sincerely,

/s/ ▇▇▇▇ ▇▇▇▇

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Vice President, Franchise & Commercial Operations
Coca-Cola North America