The world is changing all around us.

To continue to thrive as a business over the

next ten years and beyond, we must look ahead, understand the trends and forces
that will shape our business in the future and move swiftly to prepare for what's to
come. We must get ready for tomorrow today. That's what our 2020 Vision is all
about. It creates a long-term destination for our business and provides us with a
"Roadmap" for winning together with our bottling partners.

Our Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose
as a company and serves as the standard against which we weigh our actions and
decisions.

To refresh the world...

To inspire moments of optimism and happiness...
To create value and make a difference.

Our Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best
they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together
we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build
and support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of
our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us
to make our 2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave in the
world.
 Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well

Focus on the Market

Focus on needs of our consumers, customers and franchise partners
Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious

Work Smart
Act with urgency
Remain responsive to change
Have the courage to change course when needed
Remain constructively discontent
Work efficiently

Act Like Owners

Be accountable for our actions and inactions
Steward system assets and focus on building value
Reward our people for taking risks and finding better ways to solve
problems
Learn from our outcomes -- what worked and what didnt

Be the Brand
Inspire creativity, passion, optimism and fun
19th-century historical origins

Confederate Colonel John Pemberton, who was wounded in the American Civil War and became
addicted to morphine, began a quest to find a substitute for the problematic drug. The prototype
Coca-Cola recipe was formulated at Pemberton's Eagle Drug and Chemical House, a drugstore in
Columbus, Georgia, originally as a coca wine. He may have been inspired by the formidable
success of Vin Mariani, a French coca wine. It is also worth noting that a Spanish drink called "Kola
Coca" was presented at a contest in Philadelphia in 1885, a year before the official birth of Coca-
cola. The patent for this Spanish drink was bought by Coca-Cola in 1953.

In 1885, Pemberton registered his French Wine Coca nerve tonic. In 1886, when Atlanta and
Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, a
nonalcoholic version of French Wine Coca. The first sales were at Jacob's Pharmacy in Atlanta,
Georgia, on May 8, 1886. It was initially sold as a patent medicine for five cents a glass at soda
fountains, which were popular in the United States at the time due to the belief that carbonated
water was good for the health. Pemberton claimed Coca-Cola cured many diseases, including
morphine addiction, indigestion, nerve disorders, headaches, and impotence. Pemberton ran the
first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.

By 1888, three versions of Coca-Cola sold by three separate businesses were on the market. A
co-partnership had been formed on January 14, 1888 between Pemberton and four Atlanta
businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy, and E.H. Bloodworth. Not codified by any
signed document, a verbal statement given by Asa Candler years later asserted under testimony
that he had acquired a stake in Pemberton's company as early as 1887. John Pemberton declared
that the name "Coca-Cola" belonged to his son, Charley, but the other two manufacturers could
continue to use the formula.

Charley Pemberton's record of control over the "Coca-Cola" name was the underlying factor that
allowed for him to participate as a major shareholder in the March 1888 Coca-Cola Company
incorporation filing made in his father's place. Charley's exclusive control over the "Coca-Cola"
name became a continual thorn in Asa Candler's side. Candler's oldest son, Charles Howard
Candler, authored a book in 1950 published by Emory University. In this definitive biography about
his father, Candler specifically states: "..., on April 14, 1888, the young druggist [Asa Griggs
Candler] purchased a one-third interest in the formula of an almost completely unknown
proprietary elixir known as Coca-Cola."

The deal was actually between John Pemberton's son Charley and Walker, Candler & Co. with
John Pemberton acting as cosigner for his son. For $50 down and $500 in 30 days, Walker, Candler
& Co. obtained all of the one-third interest in the Coca-Cola Company that Charley held, all while
Charley still held on to the name. After the April 14 deal, on April 17, 1888, one-half of the
Walker/Dozier interest shares were acquired by Candler for an additional $750.
The Coca-Cola Company

In 1892, Candler set out to incorporate a second company; "The Coca-Cola Company" (the current
corporation). When Candler had the earliest records of the "Coca-Cola Company" burned in 1910, the action
was claimed to have been made during a move to new corporation offices around this time.

After Candler had gained a better foothold on Coca-Cola in April 1888, he nevertheless was forced to sell the
beverage he produced with the recipe he had under the names "Yum Yum" and "Koke". This was while
Charley Pemberton was selling the elixir, although a cruder mixture, under the name "Coca-Cola", all with
his father's blessing. After both names failed to catch on for Candler, by the middle of 1888, the Atlanta
pharmacist was quite anxious to establish a firmer legal claim to Coca-Cola, and hoped he could force his
two competitors, Walker and Dozier, completely out of the business, as well.

On August 16, 1888, Dr. John Stith Pemberton suddenly died; Asa G. Candler then sought to move swiftly
forward to attain his vision of taking full control of the whole Coca-Cola operation.

Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler more than anyone else.
Candler is said to have quickly maneuvered to purchase the exclusive rights to the name "Coca-Cola" from
Pemberton's son Charley right after Dr. Pemberton's death. One of several stories was that Candler bought
the title to the name from Charley's mother for $300; approaching her at Dr. Pemberton's funeral.
Eventually, Charley Pemberton was found on June 23, 1894, unconscious, with a stick of opium by his side.
Ten days later, Charley died at Atlanta's Grady Hospital at the age of 40.

In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th [1888], he [Asa Candler]
became sole proprietor of Coca-Cola, a fact which was stated on letterheads, invoice blanks and advertising
copy."

With this action on August 30, 1888, Candler's sole control became technically all true. Candler had
negotiated with Margaret Dozier and her brother Woolfolk Walker a full payment amounting to $1,000,
which all agreed Candler could pay off with a series of notes over a specified time span. By May 1, 1889,
Candler was now claiming full ownership of the Coca-Cola beverage, with a total investment outlay by
Candler for the drink enterprise over the years amounting to $2,300.

In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888, came forward to claim
that her signature on the 1888 Coca-Cola Company bill of sale had been forged. Subsequent analysis of
certain similar transfer documents had also indicated John Pemberton's signature was most likely a forgery,
as well, which some accounts claim was precipitated by his son Charley.

On September 12, 1919, Coca-Cola Co. was purchased by a group of investors for $25 million and
reincorporated. The company publicly offered 500,000 shares of the company for $40 a share.

In 1986, The Coca-Cola Company merged with two of their bottling operators (owned by JTL Corporation
and BCI Holding Corporation) to form Coca-Cola Enterprises Inc. (CCE).[30]

In December 1991, Coca-Cola Enterprises merged with the Johnston Coca-Cola Bottling Group, Inc.
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him
to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavored syrup,
took it to his neighborhood pharmacy, where it was mixed with carbonated water and deemed excellent
by those who sampled it. Dr. Pembertons partner and bookkeeper, Frank M. Robinson, is credited with
naming the beverage CocaCola as well as designing the trademarked, distinct script, still used today.

Did you know? The first servings of CocaCola were sold for 5 cents per glass. During the first year, sales
averaged a modest nine servings per day in Atlanta. Today, daily servings of CocaCola beverages are
estimated at 1.9 billion globally.

Prior to his death in 1888, just two years after creating what was to become the worlds #1-selling sparkling
beverage, Dr. Pemberton sold portions of his business to various parties, with the majority of the interest
sold to Atlanta businessman, Asa G. Candler. Under Mr. Candlers leadership, distribution of CocaCola
expanded to soda fountains beyond Atlanta. In 1894, impressed by the growing demand for CocaCola and
the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his
Mississippi soda fountain, becoming the first to put CocaCola in bottles. Large scale bottling was made
possible just five years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee
secured exclusive rights to bottle and sell CocaCola. The three entrepreneurs purchased the bottling rights
from Asa Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what
became the CocaCola worldwide bottling system.

Among the biggest challenges for early bottlers, were imitations of the beverage by competitors coupled
with a lack of packaging consistency among the 1,000 bottling plants at the time. The bottlers agreed that a
distinctive beverage needed a standard and distinctive bottle, and in 1916, the bottlers approved the unique
contour bottle. The new CocaCola bottle was so distinctive it could be recognized in the dark and it
effectively set the brand apart from competition. The contoured CocaCola bottle was trademarked in 1977.
Over the years, the CocaCola bottle has been inspiration for artists across the globe a sampling of which
can be viewed at World of CocaCola in Atlanta.

The first marketing efforts in CocaCola history were executed through coupons promoting free samples of
the beverage. Considered an innovative tactic back in 1887, couponing was followed by newspaper
advertising and the distribution of promotional items bearing the CocaCola script to participating
pharmacies.

Fast forward to the 1970s when CocaColas advertising started to reflect a brand connected with fun,
friends and good times. Many fondly remember the 1971 Hilltop Singers performing Id Like to Buy the
World a Coke, or the 1979 Have a Coke and a Smile commercial featuring a young fan giving Pittsburgh
Steeler, Mean Joe Greene, a refreshing bottle of CocaCola. You can enjoy these and many more
advertising campaigns from around the world in the Perfect Pauses Theater at World of CocaCola.