Right Recipie Hits the Spot at the Right Time

The "spot" is certainly some mythical place in our emotional makeup that becomes very real when hunger, thirst and some fatigue join forces to cry out for relief.

By Dianne Boate & Robert Meyer
Published: September, 2006

The spot is certainly some mythical place in our emotional makeup that becomes very real when hunger, thirst and some fatigue join forces to cry out for relief. Along comes a cold drink that brings instant gratification. Coca~Cola® is one of those beverages that hits the spot.

And aside from very astute business practices - like never ever stopping the advertising campaigns and keeping the recipe an absolute secret - it remains a best seller for two simple reasons: it tastes good and makes you feel better.

May we digress for a moment on this point? A few years ago we were attended a winemaking seminar in Maui. Some famous names were up on the stage pontificating and posturing. Robert Mondavi was sitting in the audience, raised his hand and spoke in stentorian tones: Ladies and gentlemen, (pause) let us not forget (pause) that the reason we are in business (pause) is to make wine that tastes good.

We are going to explore some of the history of Coca~Cola®, dig up a funny story and provide an unusual recipe — anybody can put cola in a glass and add some rum.

Let’s start with the funny story: During his long reign in Spain, Generalissimo Franco would get nervous about what people thought of him, and periodically go out in the streets in disguise. While on one of these undercover expeditions he received a lot of negative responses to his questions about how the country was being run and how people felt about Franco, himself. Exasperated, he asked someone if he recognized who he was talking to. The fellow admitted he did not know. Franco, still in disguise, said that his name was on the sides of buildings, on street corners and signs everywhere. The fellow said, Oh! I am sorry Mr. Coca~Cola, I did not recognize you.

The history of Coca~Cola® begins in 1886, when a pharmacist named John Pemberton from Atlanta, invented the first version of Coke. He found the ingredients by accident while trying to find a relief for headaches. He had been formulating quack remedies that were popular in those days. The use of coca, which was extracted from the coca plant, was included in many patent remedies in those days. Coca provided a stimulating effect and was well-received by the medical society. The French were mixing coca with wine; so, Pemberton came up with the idea of taking French wine/coca and adding West African Kola nut extract. The Kola extract provided an invigorating effect and was thought to be a wonder-cure ingredient.

Sales of this product grew until the temperance movement in Georgia gained ground. As a result, there was a two-year ban on alcohol in the state. In response, Pemberton went to his laboratory and created a temperance drink, which was advertised as such.

When the Georgia ban was discontinued in 1887, Coca~Cola® was established. When Pemberton died, the company went to the survivors with a complicated lawsuit. The family was only interested in promoting the syrup and did not see the value of bottling it. They granted the bottling rights to two businessmen, free-of-charge, thinking they would not succeed; but if they did, they would only sell more syrup.

Of course, now we know the success of the bottle. The businessmen franchised the bottling rights all over the U.S., and during the WWII, bottling plants were set up wherever the troops were. The cola became popular around the world - from Quack Remedy to pop-culture, sung to the tune of millions of dollars in sales.