With some 25 million visitors since its opening more than 30 years ago, Atlanta’s World of Coca-Cola is a desired destination for locals and tourists alike throughout the year, but during the holiday season there’s little question it’s a “must see” spot.

This holiday season, a visit to the World of Coca-Cola is even more compelling, thanks to the introduction of Beverage Lab, the most immersive experience yet offered by the world-famous soft drink museum. The new interactive exhibit offers visitors an opportunity to delve into the science, creativity and innovation that goes into the development of Coke’s diverse lineup of drinks.