When I buy a bottle of Coca-Cola I am not actually paying much for the sugary water. I'm paying for the convenience of having it in a bottle.
In my mind, this convenience fee ought to be enough to pay for the convenience of also discarding said bottle. Otherwise, they really sold me the inconvenience of having to deal with the bottle that they use to distribute the sugary water.
So, get on with it, Coca-Cola, clean up your shit. I already paid you.