In 1899, Coca-Cola became available in bottles as well as soda fountains, which means that there was a shift in consumer demographics. Explains The Atlantic, "minorities who couldn't get into the segregated soda fountains suddenly had access to it." It's suggested in a New York Times article that the removal of cocaine from the formula was sparked by racial tensions: "Southern newspapers reported that "negro cocaine fiends" were raping white women, the police powerless to stop them. By 1903, [then-manager of Coca-Cola Asa Griggs] Candler had bowed to white fears (and a wave of anti-narcotics legislation), removing the cocaine and adding more sugar and caffeine."

Coke was also present during the Civil Rights movement. In the '50s, soda fountains were at the height of their popularity, with Coke being a main component of this. However, establishments like fountains were still often segregated. Activists including Martin Luther King would often stage sit-ins at Cokelling soda fountains.