World of Coca-Cola launches first new permanent exhibit in nearly a decade

October 12,2020

Coca-Cola hopes it's sniffed out a new draw for its popular Atlanta tourist attraction.

The Coca-Cola Co. (NYSE: KO) launched a new exhibit at the World of Coca-Cola, dubbed Scent Discovery. It's the attraction's first new permanent exhibit since 2011, the company said.

The exhibit involves customers being led through a "tour of aromas" — from sweet to fruity to spicy — that includes education about each scent's origin and the science behind humans’ sense of smell and how it works with the brain to identify foods and recall memories. Employees also then provide "related beverage recommendations."

“Many people don’t realize that flavor actually has more to do with smell than taste,” said Joanna Hobday, Coca-Cola's group director of retail operations and administration, in a news release. “As a brand whose people are passionate about creating and providing the best-tasting drinks in the world, scent is at the core of what we do. Through Scent Discovery, we’re taking fans on an aromatic journey into the profiles they might find in some of their favorite beverages.”

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