Beset by illness and financial difficulties, Pemberton began selling portions of his Coca-Cola ownership to various business partners and investors. This fragmented the control of the burgeoning enterprise.

Shortly before his death, Pemberton sold the remaining portions of his Coca-Cola rights to Asa Griggs Candler, a shrewd businessman. Candler recognized the drink's potential and purchased the full rights, paving the way for Coca-Cola's national and global expansion.

After John Pemberton's death, his son, Charles Pemberton, continued to sell portions of what he claimed was his father's Coca-Cola formula, leading to legal disputes and further confusion regarding the ownership of the brand and its secret ingredients.