For the first time since 1925, Coca-Cola has moved its secret recipe out of a bank vault, and put it on display in the company’s World of Coca-Cola museum in Atlanta. But “on display” doesn’t exactly mean visible, since the exhibit includes its own vault, which is about all visitors will be able to see.

According to the company, the new “Vault of the Secret Formula” exhibit will teach visitors about “the rich history, mythology and intrigue around the secret formula.”

“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.”

At the museum, where adult admission runs $16, the “secret formula experience” will join a bottling plant demo and the “Milestones of Refreshment” exhibit that showcases over a hundred years of advertising and marketing efforts by the company.

Oh, and just so you know, that “secret formula” revealed in a 1979 newspaper article isn’t the real thing, according to Coke, so the vault may be as close as you’ll ever get to seeing “the most closely guarded trade secret in history.”

Secret Formula Moves to World of Coca-Cola [Press Release]
World of Coca-Cola [Official Site]

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