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. 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
cocaine out of the recipe. After many tweaks, he finally succeeded
in turning a backroom belly-wash into a thriving enterprise. In
1919, an aggressive banker named Ernest Woodruff leveraged a
high-risk buyout of the Candlers and installed his son at the helm
of the company. Robert Woodruff spent the next six decades guiding
Coca-Cola with a single-minded determination that turned the soft
drink into a part of the landscape and social fabric of America.
Written with unprecedented access to Coca-Cola's archives, as well
as the inner circle and private papers of Woodruff, Allen's
captivating business biography stands as the definitive account of
what it took to build America's most iconic company and one of the
world's greatest business success stories.
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