With prohibition laws enacted in Atlanta and Fulton County, Pemberton was compelled to reformulate French Wine Coca into a non-alcoholic beverage.

Pemberton created a non-alcoholic version of his French Wine Coca, mixing coca extract, kola nut extract, sugar, and other ingredients. He brought it to Jacobs' Pharmacy where it was mixed with carbonated water and sold for five cents a glass.

Pemberton, with the assistance of Frank Robinson, began marketing Coca-Cola as a valuable brain tonic and refreshing drink. Robinson also created the Coca-Cola name and the distinctive Spencerian script logo.

During its first year, Coca-Cola sales were modest, averaging around nine drinks per day. Despite its initial appeal, the cost of ingredients and advertising resulted in limited profits for Pemberton.