Coca-Cola Moves Its Secret Formula to the World of Coca-Cola

It hasn’t been moved in 86 years, but today the secret is out – The Coca-Cola Company has moved the 125-year-old secret formula for Coca-Cola to a new home at the World of Coca-Cola in Atlanta. As the capstone to the 125th anniversary year of Coca-Cola, the Company is sharing the rich history and timeless appeal of its secret formula in a brand new exhibit where visitors can experience the world’s most recognized brand like never before.

The Coca-Cola Company Chairman and CEO Muhtar Kent holds the safety deposit box containing the 125-year-old secret formula for Coca-Cola in front of the entrance to a new permanent exhibit that opens today at the World of Coca-Cola in Atlanta. Coca-Cola moved the secret formula from a vault at the SunTrust Bank, where it had been held for more than 86 years. For the first time in history, the actual vault containing the secret formula, the centerpiece of this new exhibit, is visible to the public. (Photo: Business Wire)

For the first time in history, the vault containing the secret formula will be visible to the public in a permanent exhibit titled The Vault of the Secret Formula, opening today at the World of Coca-Cola.

"This is a special day in Coca-Cola history, and the perfect culmination to our 125^th anniversary celebrations this year,” said Muhtar Kent, Chairman and Chief Executive Officer, The Coca-Cola Company. "By sharing this secret formula experience with our consumers, we celebrate both the rich history of the brand’s beginnings and the moments of refreshment and happiness to come for future generations. This is yet another way we are recognizing and thanking everyone around the world who has made the Coca-Cola brand what it is today.”

The Company transferred the secret formula to the World of Coca-Cola from a vault at SunTrust Bank in downtown Atlanta where it had been housed since 1925.

"The move of the Coca-Cola secret formula is a historic moment for the Company,” said Phil Mooney, Director of Archives, The Coca-Cola Company. "The Company has always gone to great lengths to protect it and now by safeguarding it at the World of Coca-Cola, we can share its legendary legacy with people around the world.”

After Dr. John S. Pemberton invented Coca-Cola in 1886, the formula was kept a close secret, only shared with a small group and not written down. In 1891, Asa Candler became the sole proprietor of Coca-Cola after purchasing the rights to the business. Then, in 1919, Ernest Woodruff and a group of investors purchased the Company from Candler and his family. To finance the purchase Woodruff arranged a loan and as collateral he provided documentation of the formula by asking Candler’s son to commit the formula to paper. This was placed in a vault in the Guaranty Bank in New York until the loan was repaid in 1925. At that point, Woodruff reclaimed the secret formula and returned it to Atlanta and placed it in the Trust Company Bank, now SunTrust, where it remained until its recent move to the World of Coca-Cola.

Guests to the World of Coca-Cola can feel closer than ever before to the secret formula. At The Vault of the Secret Formula exhibit, visitors will learn about the most closely guarded trade secret in history through an immersive multimedia experience that celebrates the rich history, mythology and intrigue around the secret formula.

While The Coca-Cola Company started with this secret formula 125 years ago, the secret to its success has grown far beyond the formula today.

"Any stakeholder who is part of our global system, from a local community partner in countries around the world to someone who simply loves our brands, is part of our secret to success,” said Kent. "It is this recipe for success that gives us the confidence to fulfill our 2020 Vision: to sustainably grow our business and continue to help build a better world and future for everyone, everywhere.”

As part of the 2020 Vision, the Company plans to double its system revenue from 2010 to 2020. The Company also has set sustainability goals as part of its commitment to being a good steward of the environment and a partner with communities around the world.

Today’s grand opening celebration event featured performances by the Coca-Cola 125th Chorus, and the Latin Grammy nominated Mexican singer-songwriter Ximena Sariñana. The Coca-Cola 125th Anniversary Chorus is a group of young people from the Atlanta area conducted by Francisco Núñez, founder and the acclaimed artistic director of the Young People's Chorus of New York City.

The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, our Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees. For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.

The World of Coca-Cola

At the World of Coca-Cola, experience the fascinating story of the world’s most famous soft drink in a dynamic, multimedia attraction featuring a fully-functioning bottling line that produces a complimentary 8 oz. glass bottle of Coca-Cola for each and every guest to take home. View over 1,200 never-before-displayed artifacts ranging from vintage bottles to a 1939 Coca-Cola delivery truck from Argentina. The thrilling, multi-sensory 4-D movie experience, In Search of the Secret Formula, puts you right in the action. Tempt your taste buds with over 60 different beverages made by The Coca-Cola Company from around the world in Taste It! Experience something new and inviting around every corner of the World of Coca-Cola.

The World of Coca-Cola is located at 121 Baker Street in Pemberton Place, adjacent to the Georgia Aquarium in downtown Atlanta and is accessible via the Peachtree Center or CNN/ World Congress Center MARTA stations. Consumers with questions about the attraction may call 1-800-676-COKE or visit our website at www.worldofcoca-cola.com to purchase timed tickets.

Note to Editors: Photos and video to accompany this press release can be found at the Press Center area at http://www.thecoca-colacompany.com/dynamic/press_center/2011/12/coca-cola-secret-formula-moves-to-the-world-of-coca-cola.html or http://coca-cola125thcapstoneevent.newslinevine.com/review/

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50100390&lang=en