A “extremely entertaining historical past [of] international hustling, cola wars and the advertising savvy that carved a distinct segment for Coke within the American social psyche” (Publishers Weekly).
Secret Formula follows the colourful characters who turned a relic from the patent drugs period into an organization value $eighty billion. Award-profitable reporter Frederick Allen’s partaking account begins with Asa Candler, a nineteenth-century pharmacist in Atlanta who secured the rights to the unique Coca-Cola formulation after which struggled to get the cocaine out of the recipe. After many tweaks, he lastly succeeded in turning a backroom stomach-wash right into a thriving enterprise.
In 1919, an aggressive banker named Ernest Woodruff leveraged a excessive-danger buyout of the Candlers and put in his son on the helm of the corporate. Robert Woodruff spent the subsequent six many years guiding Coca-Cola with a single-minded willpower that turned the mushy drink into part of the panorama and social material of America. Written with unprecedented entry to Coca-Cola’s archives, in addition to the inside circle and personal papers of Woodruff, Allen’s fascinating enterprise biography stands because the definitive account of what it took to construct America’s most iconic firm and one of many world’s biggest enterprise success tales.
Secret Formula follows the colourful characters who turned a relic from the patent drugs period into an organization value $eighty billion. Award-profitable reporter Frederick Allen’s partaking account begins with Asa Candler, a nineteenth-century pharmacist in Atlanta who secured the rights to the unique Coca-Cola formulation after which struggled to get the cocaine out of the recipe. After many tweaks, he lastly succeeded in turning a backroom stomach-wash right into a thriving enterprise.
In 1919, an aggressive banker named Ernest Woodruff leveraged a excessive-danger buyout of the Candlers and put in his son on the helm of the corporate. Robert Woodruff spent the subsequent six many years guiding Coca-Cola with a single-minded willpower that turned the mushy drink into part of the panorama and social material of America. Written with unprecedented entry to Coca-Cola’s archives, in addition to the inside circle and personal papers of Woodruff, Allen’s fascinating enterprise biography stands because the definitive account of what it took to construct America’s most iconic firm and one of many world’s biggest enterprise success tales.
