Kemp, Kathryn W. God's Capitalist: Asa Candler of Coca-Cola

International Social Science Review, Summer-Spring, 2003 by Daniel M. Schores

Macon, Ga.: Mercer University Press, 2002. 312 pages. $35.00.

Asa Candler (1851-1929), son of a prosperous farmer in North Georgia, was, at different times, a sheriff, state representative, judge, mayor, and successful businessman. He is best remembered as the founder of the Coca-Cola empire and benefactor of Emory University as well as other local charities.

This biographical work details Chandler's life history, focusing on his entrepreneurship, political leadership, and Christian stewardship of his possessions. Well-written with numerous footnotes, Kemp's volume is of historical importance, yet the story is highly readable.

Candler was raised a country boy, early learning the value of hard work. As a youth, he caught mink, selling their skins, and sold straight pins to local housewives. While his parents desired that he pursue a medical career, economic circumstances at the time forced him to apprentice to a pharmacist. At age 22, he moved to Atlanta to better himself as a retail druggist. He married the daughter of his business partner in 1878. Earlier, his family joined the Methodist Church in response to a revival in 1866, a fact that greatly shaped Chandler's future character and benevolence. His brother Warren, who became a Methodist bishop, served as a major influence in Asa's life. After making a small investment in the Coca-Cola syrup invented by fellow druggist John S. Pemberton, Candler took over its marketing strategy, made it a sizeable business, and eventually became the sole owner of the company. In 1905 he bought his first automobile, then founded the Atlanta branch of the American Automobile Association and built an auto racetrack on what is now the location of Atlanta's airport.

As the first major soft drink in the United States, Coca-Cola soon went nationwide, then international, creating a fortune for the Candler family who retained a majority of the stock. Using his money plus the influence of his bank, Central Bank and Trust, Chandler underwrote Georgia cotton farmers during the economic downturn of 1914. He was deemed a hero, thus gaining political capital that helped him become a state representative and mayor of Atlanta. His philanthropy included the Methodist Children's Home in DeKalb County, Ga.; Wesley Memorial Hospital of Atlanta; and the missionary Candler College in Cuba. His $1 million donation to found Emory University fulfilled his brother's dream of establishing a major denominational school in Atlanta. In each of these charitable acts, Chandler continued to live up to the book's title as "God's Capitalist."

Chandler was a moral elitist with strong opinions against liquor and prostitution that reflects Southern moral stands of the time. He was persuaded to run for mayor of Atlanta in 1916. Newspapers enthusiastically endorsed him. Without campaigning, he easily won. His careful management left the city debt-free.

Following a stroke in 1926, Candler retired from active civic life and died on March 12, 1929. Kemp notes that Candler's "Southern Methodist belief acquired in his youth dominated his life's choices: what he did with his money, how he functioned as a citizen, how he related to other people in his world" (p. 290).

This volume would be an excellent addition to any community or undergraduate library. It may be read very productively from a history, economics, or sociology perspective.

Daniel M. Schores, Ph.D.

Associate Professor Emeritus of Sociology

Austin College

Sherman, Texas