P.M. BRIEFING : Coca-Cola to Open Its Museum

Coca-Cola, whose officials sometimes like to feign amazement that anyone would be very interested in the workings of a beverage company, will open up a $15-million tribute to itself Friday.

The World of Coca-Cola is a three-story museum dedicated to the 104-year history of the soft drink--arguably the world’s best-known consumer product. The opening features 100 children from 80 countries where Coke is sold.

Visitors beckoned by the huge revolving neon Coca-Cola sign next to the downtown Underground Atlanta entertainment district will be treated to an exhibit of artifacts, including the original patent for Coke, examples of the company’s advertisements, a futuristic machine that dispenses Coke in 20-foot cascades into cups and a re-creation of a 1930s soda fountain.