Who We Are

he Dr Pepper Museum and Free Enterprise Institute is a private non-profit organization governed by a Board of Directors elected by its membership. The Museum is neither owned nor operated by Dr Pepper Snapple Group, the brand owner of Dr Pepper. The Museum and Free Enterprise Institute opened to the public in May of 1991 and has attracted over 1,000,000 visitors.

We are:

  • A non-profit organization that holds one of the finest collection of soft drink memorabilia in the world.
  • An educational institution dedicated to the teaching of the principles of the American system of free enterprise economics.
  • A unique cultural and entertainment asset to the City of Waco and Central Texas.
  • The historic home of the nation’s oldest major soft drink – Dr Pepper.

Mission Statement

The Museum’s mission is to educate and entertain the general public through the collection, preservation, interpretation, and exhibition of objects relevant to the history of the soft drink industry, and through that example, the free enterprise economic system.

To further that mission the Free Enterprise Institute was created in 1997 for the purpose of educating Texas school children and adults about the economic system that underlies American life. Thousands of students from as far away as San Antonio and Houston visit the Museum and Institute on field trips, learning elements of economics and free enterprise in guided tours.

Vision Statement

The Dr Pepper Museum and Free Enterprise Institute is dedicated to being the finest museum in the world devoted to telling the story of the soft drink industry and to using this industry as a practical model of the free enterprise system.