The Dr Pepper Museum in Waco, Texas, welcomed more than 270,000 visitors in 2025, marking the highest annual attendance since its 1991 opening.
The milestone comes as the museum prepares to celebrate its 35th anniversary with a major new landmark feature.
Museum officials reported that visitors came from across Texas, other U.S. states, and multiple countries, with group tours, school field trips, and special events contributing to the record turnout. Staff organized educational activities on manufacturing, marketing, and the cultural impact of soft drinks, while coordinating with local tourism offices, hotels, and downtown businesses to attract guests year-round.
The museum, housed in the historic Artesian Manufacturing and Bottling Company building, features artifacts, vintage bottles, bottling equipment, and interactive displays chronicling the history of Dr Pepper and the wider soft drink industry.
The planned 35th-anniversary landmark, which has been in design and planning throughout 2025, will highlight Dr Pepper’s history and Waco’s role in the brand’s development. Officials said the new addition will serve as a visual focal point for visitors, complementing updated exhibits, interpretive signage, and expanded engagement activities.
The museum continues to rely on admission fees, retail sales, donations, and sponsorships to support operations while using visitor feedback to guide future programming.