The formula for The Coca-Cola Company’s flagship drink is famously kept in a secured vault in Atlanta. Originally created in 1886 by pharmacist John Stith Pemberton, the recipe—known internally as “Merchandise 7X”—has long been treated as one of the most closely guarded trade secrets in the world.
For decades, the written formula was reportedly stored at the SunTrust Bank vault in Atlanta before being moved in 2011 to a permanent exhibit vault at the World of Coca-Cola museum, where visitors can see the secure chamber that houses the document (though not the recipe itself).
The company has stated that only a very small number of executives know the full formula at any given time, and they are not permitted to travel together.
Coca-Cola has also confirmed that the formula is insured, with widely reported figures placing the insurance valuation at $15 million—though the true commercial value of the trade secret is considered far higher due to its global brand power and annual revenue tied to the product.
The vault display was unveiled as part of the company’s 125th anniversary celebration in 2011, reinforcing the mystique surrounding the recipe while keeping its exact composition confidential.