Rare Coca-Cola calendar could bring $150,000 at auction
One of the world's rarest and most valuable pieces of Coca-Cola memorabilia is set to lead an upcoming auction in Denver.
The Morphy Auctions sale of vintage advertising memorabilia on December 5 will offer a treasure trove of historic Coca-Cola collectibles, including the earliest-known promotional calendar in existence.
Dating from 1891, just five years after Colonel John Pemberton introduced his beverage to the world, the calendar is the only-known example of its kind. But the calendar's value lies not only in its early date, but in its link to a major figure in the history of the Coca-Cola story.
“No earlier Coca-Cola calendar is known to exist, and significantly, it also promotes the Asa C. Candler & Co. on Peachtree Street in Atlanta,” said Dan Morphy, president of Morphy Auctions.
“Asa Candler had a retail and wholesale drug business that served Coca-Cola at its soda fountain. Candler saw how popular the drink was and could foresee its potential on a much larger scale. In 1891, he paid $2,300 to become the sole owner of Coca-Cola, and a year later, he dissolved his pharmaceutical business and formed the Coca-Cola Bottling Company along with four other partners.”
The calendar was previously part of the Gordon P. Breslow collection, the world's foremost collection of Coca-Cola calendars. It had originally been discovered in Louisiana, as part of a collection of pre-1900 pharmaceutical antiques, and remains in remarkable near-mint condition despite being more than 120 years old.
The calendar is expected to sell for $100,000-$150,000, which would make it one of the most valuable items of Coca-Cola ephemera ever sold. The current world record stands at $210,000, set by the only-known copy of the 1900 calendar which sold from the Breslow Collection at Morphy's in August 2014.
Further highlights for Coca-Cola collectors will include a copy of the 1908 calendar estimated at $20,000-$35,000, and an extremely rare 1902 poster valued at $30,000-$45,000.
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