An important Coca-Cola calendar from the Gordon P Breslow collection looks set to see a new world record on December 5 at Morphy Auctions.
The auction house sold much of Breslow's collection, which holds Coca-Cola calendars from every year since 1896, in August 2014, with a unique 1900 calendar setting the auction record for a Coca-Cola calendar at $210,000.
The present piece, the only known surviving example from 1891, will sell with a $100,000-150,000 estimate, but will likely exceed this to challenge the record.
Coca-Cola calendars are popular collectibles, and collectors will make competitive bids to own items with such an esteemed provenance.
"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."
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