The Dublin plant's 100th birthday in 1991 was a turning point because the national media created an identity so unique that it has taken on a life of its own. Thanks to the Travel Channel, Food Network, Texas Monthly, Southern Living, and others, the Dublin plant and museum attract tens of thousands of tourists every year, and Dublin Dr Pepper is consumed around the world through internet sales.

The Road to Dr Pepper, Texas tells how a small plant ignored most of the cherished rules of production and marketing-and succeeded-in spite of not speeding up production, not expanding its franchise area, not cutting production costs, and not adapting to changing times.