Millions of people around
the world may not recognize John Stith Pemberton’s name or even recognize his
photograph, but they are devoted fans and consumers of his invention:
Coca-Cola.
John Pemberton was born on July 8, 1831 in Knoxville, Georgia but lived most of his young life in Rome, Georgia. In 1848 he received his medical degree from the Reform Medical College of Georgia at Macon and in 1850, at the age of 19, received his pharmacist license. While there, he met Ann Eliza Clifford Lewis, a student at Wesleyan College, and they married in 1853 in Columbus, Georgia. Their only child, Charles, was born in 1854. Pemberton initially practiced medicine and surgery, but chemistry was his real interest and talent, and eventually he opened his own drug store In Columbus.
When the Civil War broke
out in 1861, he enlisted in the confederate army and eventually rose to the
rank of lieutenant colonel. In April, 1865, during the Battle of Columbus, he
was severely wounded in the chest. During his painful recovery from a sabre wound,
Pemberton became addicted to morphine. Not wanting to be dependent on the drug,
he knew he had to find a morphine-free alternative cure for pain.
This led him to falling
back on his chemistry background to find a non-addictive painkiller. In 1866 in
his lab, he began experimenting with painkillers, plants and toxins (no doubt experimenting
on himself). His first recipe was “Dr. Tuggle’s Compound Syrup of Globe
Flower”, in which the active ingredient was derived from the button bush
(Cephalanthus occidentalis), a toxic plant. He next began experimenting with coca
and coca wines, eventually creating a recipe that contained extracts of kola
nut and damiana, which he called Pemberton’s French Wine Coca.
He advertised his medicine
and it sold well. Then in 1886, temperance legislation was introduced in
Georgia over “public concern about drug addiction, depression and alcoholism
among war veterans, and “neurasthenia” among “highly-strung” Southern
women. Pemberton’s “medicine” was
advertised as particularly beneficial for “ladies” and all those whose
sedentary employment causes nervous prostration,” forcing Pemberton to adjust
his formula to make it non-alcoholic.”
Forced to adjust his
tonic to comply with the new regulations, Pemberton collaborated with Willis E.
Venable, a drugstore owner/proprietor in Atlanta. All reference to wine was
removed and a sugar syrup was substituted for the wine. Venable helped Pemberton
tweak and test the formula, which contained extracts of cocaine as well as the caffeine-rich
kola nut. Ironically, in one of the tests, when Pemberton wanted to make another
glassful of the tonic, he accidentally added carbonated water to the base syrup.
He liked the result so much that he decided to sell it as a fountain drink.
Frank Mason Robinson,
Pemberton’s bookkeeper and business partner, came up with the name Coca-Cola as
alliteration was quite popular in medicine wine circles. He thought using the
two Cs would work well together. He also wrote the logo in beautiful Spencerian
script. It was used on all the bottles and in advertisements. Pemberton made “many
health claims for his product, touting it as a “valuable brain tonic” that
would cure headaches, relieve exhaustion, and calm nerves, and marketed it as
“delicious, refreshing, pure joy, exhilarating and invigorating.”
On May 8,1886, confident
of his invention, Pemberton took a jug of his syrup to Jacobs’ Pharmacy in
downtown Atlanta. With the carbonated water added, the beverage “was
sampled, pronounced “excellent” and placed on sale for five cents a glass as a
soda fountain drink.”
Sadly, Dr. Pemberton
didn’t have long to benefit from his new venture. Despite all his efforts, he
was never able to overcome his morphine addiction (and his many experiments on
himself no doubt contributed to his illness). Sick and facing bankruptcy due to
slow sales and the business initially running at a loss, he began selling off some
of his rights to the formula to his Atlanta business partners. He had a vision
that someday his beverage would be worth a lot and wanted to keep his remaining
rights for his son’s financial security.
Charles, however, just wanted the money now, and Pemberton sold away his
remaining rights to his formula to Aza G. Candler. Candler eventually bought up
additional rights and gained full control of the company. (Note: While the Coca-Cola
Company denies this claim, historical evidence shows that it is likely that,
until 1905, the soft drink, which was marketed as a tonic, contained extracts
of cocaine as well as the caffeine-rich kola nut. While cocaine wasn't
considered illegal until 1914, according to Live Science, Candler began
removing cocaine from the recipe in the early 1900s, and traces of cocaine may
have been present in the famous beverage until 1929 when scientists were able
to perfect the removal of all psychoactive elements from the coca-leaf
extract.)
On August 16,
1888, at the age of 57, Dr. Pemberton died of stomach cancer. It's interesting
and gratifying to learn that on the day of his funeral there was a huge
outpouring of respect for him. All the drug stores were closed in Atlanta so
druggists could pay their respects. “On that day, not one drop of Coca-Cola
was dispensed in the entire city.” The following day a special train
carried his body to Columbus for burial. The Atlanta newspapers called him “the
oldest druggist of Atlanta and one of her best-known citizens.”
Excerpt from Beneath A Fugitive Moon
“Buy you a drink, purdy lady?” Mike asked the
red-haired woman in an emerald satin gown. He held his breath, never having
done the asking before.
She turned with a phony
smile pasted on her painted lips. Her gaze hit his chest and travelled slowly
up until she reached his face. Her eyes grew bigger, but to his amazement, her
ruby mouth widened into what looked like a genuine smile.
“Sugar, anyone who calls
me a lady, let alone a pretty one gets the best.” She looked at the bartender.
“Henri, your special for Samson, here. And give him an extra squirt of the
syrup.”
“Qui, Mol-lee.” Henri said in a soft southern drawl. He reached
beneath the counter, removed a fancy bottle and splashed a knuckle-length of
whiskey into a tall glass, then held it beneath the spigot of a three-footed
urn that had some fancy red letters written across it, matching the ones on the
clock. It dispensed some caramel-colored liquid. He added a shot of something
that looked like water with bubbles, gave it a stir and with a flourish, set it
onto the shiny mahogany counter.
Mike
glanced at Molly. “Ain’t you havin’ some?” The last thing he wanted was to wake
up in an alley. That is if he woke up. He’d been in fancier saloons.
“I’ll have mine without
the whiskey, Henri.” The man took another glass and repeated the procedure,
minus the alcohol.
Mike pointed at the
dispensers. “What’s the other stuff?”
“You’re a careful one,
aren’t you?” Looking him in the eye, she picked up his glass and took a drink.
The barkeep handed Molly her glass and she took a healthy swallow of it, too.
“Satisfied, Sugar, we’re not gonna poison you?” Heat climbed his neck. “Well,
damned if you ain’t quick and bold.”
He shook his head. Still, not knowing what to expect, he
took a cautious swallow, blinked and took another. And grinned. “Hey, what’d
you put into this? It don’t taste like rotgut.”
“Coca-Cola is all the
rage in Atlanta,” Henri said proudly. “Very medicinal. Mixed with carbonated
water, it sells for five cents a glass. Adding whiskey is my idea.”
Molly winked at Mike.
“Henri’ misses Atlanta, so he’s trying to bring some culture to the wild west.”
Sure his shaking hands would spill his drink, Mike tossed it back in one gulp. He needed all the courage he could get. It tasted like more. He plunked another coin onto the counter. “I’ll take another one of those.” With a swirl of his rag, Henri wiped the counter and the money disappeared with it.