Mission:

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:

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.