Secret Formula follows the colorful characters who turned a relic from the patent medicine era into a company worth $80 billion. Award-winning reporter Frederick Allen's engaging account begins with Asa Candler, a nineteenth-century pharmacist in Atlanta who secured the rights to the original Coca-Cola formula and then struggled to get the Combing through the archives of Coca Cola, Atlanta, and referencing detailed documents, he traces the lives from Doc Pemberton, to Candler family and then in absolute detail about Bob Woodruff, comes with a 300 page tome giving out how and what of one of the iconic brands in the world - coca -cola. The Secret's Out. For most of its history, The Coca‑Cola Company's secret formula was locked away in a vault. But now fans can be closer than ever if they visit a permanent exhibit at the World of Coca‑Cola in Atlanta. The decision to relocate the recipe was sparked by a big date The Coca‑Cola Company celebrated. The Inside Story of How Coca-Cola Became the Best-Known Brand in the World Frederick Allen Book details Book preview Table of contents Citations About This Book A "highly entertaining history [of] global hustling, cola wars and the marketing savvy that carved a niche for Coke in the American social psyche" ( Publishers Weekly ). A "highly entertaining history [of] global hustling, cola wars and the marketing savvy that carved a niche for Coke in the American social psyche" (Publishers Weekly). Secret Formula follows the colorful characters who turned a relic from the patent medicine era into a company worth $80 billion. Indeed, many an urban myth surrounds the secret recipe for the number one soft drink in the world. One pervasive story is that the formula is known only by two men, and each man only knows half of the formula, that way neither can abscond with the knowledge. The truth is far less of a logistical nightmare. Coca-Cola claims its formula is the "world's most guarded secret." The recipe, the company says, is now kept in a purpose-built vault within the company's headquarters in Atlanta. Courtesy: Visit The Vault where the legendary secret formula for Coca‑Cola is secured. Representing over 135 years of the history and timeless appeal of Coca‑Cola, the recipe is one of the most closely guarded secrets of all time—and now our guests can get closer to it than ever before! On the evening of Aug. 8, 2017, Shannon You badged out of the Atlanta headquarters of the Coca-Cola Co. for one of the last times. Coke was struggling to retain its perch atop the world beverage The long story of Coke's secret formula begins with Pemberton, a veteran from Georgia who emerged from the Civil War with a morphine addiction. Hoping to cure his ailment, he dreamed up Pemberton's French Wine Coca, a brew that included kola nut and coca wine. RyttbE.