Coca-Cola, the world’s largest beverage company, is branching out into new customizable drinks and trend-driven equipment as consumers increasingly want more options. Tucked away in an anonymous office park not far from its global headquarters in Atlanta, the company has been working on a flood of innovation at its secretive labs.

The labs are focused on creating equipment to automate dirty soda and refreshers, which have become increasingly popular among consumers. Dirty soda, a trend that originated in Utah, involves combining pop with flavored syrups, cream, or other ingredients. Refreshers, on the other hand, are brightly colored drinks that offer a boost without the traditional caffeine found in coffee.

Coca-Cola is testing a Micro Matic dispenser that can make refreshers and iced coffee drinks. The company is also working on a prototypical dispensed dirty soda that comes with a preprogrammed recipe, allowing for little customization but eliminating mess. The prototype, which took roughly three weeks to create, keeps the recognizable drip down the sides of the cup, giving the dirty soda its trademark visual appeal.

According to David Portalatin, Circana senior vice president and food service industry advisor, beverages are an opportunity to take a break, get some energy or protein, have a treat, at a lower price point. ‘Oftentimes these beverages are an opportunity to take a break, get some energy or protein, have a treat, at a lower price point,’ Portalatin said. ‘When consumers are away from home, a drink often represents more than hydration, particularly for Generation Z.’

From McDonald’s to Wendy’s, longtime Coke customers have been expanding their beverage offerings to meet the shift in consumer behavior and boost their profit margins. As operators seek to add more drinks to their menus, Coke must add more convenient beverage options – or risk losing sales to a competitor. ‘It’s our job to ensure that we’re providing unique experiences and beverages because it’s not a bonus now with consumers – it’s the norm, they expect it,’ said Megan Tallman, Coke’s vice president of dispensed equipment and innovation for its North American business.

According to a company filing, Coke’s namesake soda alone accounted for 47% of global unit case volume and 42% of U.S. unit case volume in 2025. Sparkling soft drinks are still Coke’s biggest category, but other types of drinks have higher growth projections. The company’s sparkling soft drinks business, which houses soda brands like Sprite, Schweppes, and Fanta, still accounts for 69% of the company’s overall unit case volume.

Coca-Cola’s innovation efforts aren’t restricted to equipment either. Across the parking lot from its Global Equipment Platforms office is ‘The Vault,’ where the company tests new drinks. ‘We bring a lot of our top customers here to showcase our innovation and mixology,’ said Sarah Kate Sims, director of dispensed innovation for Coca-Cola North America.

Coca-Cola’s Freestyle drink dispenser, which celebrated its 17th anniversary this July, has been a game-changer in the beverage industry. The machine offers dozens of flavors and has poured more than 67 billion 8-ounce servings of beverages since its introduction. The data collected from the Freestyle dispensers is also helping the company discover new drinks that it can launch in grocery stores.

The company is also working on the Freestyle Mini, a smaller version of the dispenser that holds up to 16 drink options. The new machine was unveiled at the National Restaurant Association Show in Chicago this spring, but the company has not yet sold it to customers in the U.S.

As the beverage industry continues to evolve, Coca-Cola is committed to staying ahead of the curve. With its secretive innovation labs and cutting-edge equipment, the company is poised to revolutionize the way we drink.