Pemberton concocts cocaine wine to treat morphine addiction.
John Pemberton was an ordinary soldier in the American Civil War whose chest was stabbed by a saber in a battle. Because military doctors lacked strict regulations on drug dosage in those days, a large amount of morphine was injected to alleviate severe pain. Thus, John Pemberton became an unlucky person addicted to morphine.
Cold turkey therapy (quitting drugs completely and abruptly) was the only treatment at that time. It was almost impossible to quit opioid addiction by strong willpower. Pemberton was professional pharmacist who had received specialized medical and chemical training since he was young. Some herb syrups and tinctures were formulated by him to reduce dependence on morphine or opium, but the effects were mediocre. Fortunately, an article in a medical journal in the 1880s inspired him that cocaine was suggested to treat opioid addiction. Meanwhile, Angelo Mariani made a fortune by selling Coca Wine (Vin Mariani). His sales centers were all over the world. It was said that a little of cocaine in Vin Mariani was not only non-addictive, but also could boost spirits and alleviate opioid addiction.
As a result, he soon made his own coca wine, Pemberton's French Wine Coca. It was not only superior to Vin Mariani but also a panacea, and even sexual desire could be stimulated. This beverage would benefit "scientists, poets, priests, lawyers, doctors, and other mental laborers." Even a catchy nickname was spread among the crowd: "best aphrodisiac." When Pemberton thought this would dominate the US market and usher in a commercial boom, the fate dealt him another crushing blow. The Atlanta government enacted prohibition in 1886: all alcoholic beverages were banned. Pemberton's coca wine became an illegal product overnight.
Invention of cola: alcohol was replaced by syrup, caffeine, and spices.
Besides alcohol, sweet beverages are another food that is all the rage. Because there was no alcohol to enhance cocaineās potency, syrup and cocaine could not excite and energize people obviously like coca wine. After countless failed experiments, an Africa plant kola nut became the key. Its potent caffeine refreshed and invigorated one's spirit. A unique formula for the new beverage was determined by Pemberton: water, coca extract, caffeine, lime juice, sugar, vanilla, and aromatic plant oil.
This was not the end of the story. An accidental mistake brought about a miraculous change to Pemberton's beverage. One day, an assistant poured soda water into the beverage inadvertently, but it was astonishing that the taste became even more refreshing and delicious. The bursting bubbles danced on the tongue. Slight tingling and spiciness accompanied by euphoria and pleasure, as brain secretes some dopamine to relieve pain and cause addiction, just like chili peppers. Pemberton excitedly realized that this combination had the potential to be a cash bonanza.
Pemberton and his business partner Frank Robinson pondered how to give it a name that was both catchy and easy to spread. Eventually, the two main ingredients, coca and kola, were combined. For aesthetic reasons, the "K" in "Kola" was substituted by "C," and a hyphen was added between the two words. In 1886, a non-alcoholic Coca-Cola was sold in pharmacies for five cents per cup. Robinson proposed a brilliant idea to sell it as a soda fountain beverage. This idea greatly increased the potential buyers and gave Coca-Cola more sales outlets than Vin Mariani.
Cocaine-free coca leaves extracts were used as ingredients in cola.
In the early 20th century, cocaine was widely used and permitted in some medications and food. However, the public eventually came to understand that it was an addictive poison as cocaine-related deaths, addictions, and increased crimes. Harvey Wiley, who worked for the U.S. Department of Agriculture, fight against unhealthy substances in food and beverages adamantly. He not only objected cocaine, but also had reservations about caffeine in coke. The Pure Food and Drug Act was issued in 1906 to prohibit harmful content in food and medicine, and a clear ingredient list was necessary. Due to its nasty reputation and immense pressure from public opinion, the Coca-Cola Company removed cocaine from the formula in 1904, but still retained the other coca leaf extract. Subsequently, they also reduced the caffeine in coke.
Despite many ups and downs, John Pemberton might never have expected that his initial attempt to quit drugs would create a century-long business legend.