Five Coca-Cola calendars exceeded the world record for the iconic company's ephemera at Morphy's August 22-24 sale in Philadelphia.
The complete collection of calendars was compiled by Gordon P Breslow, and includes every example since 1896. With just one 1900 calendar known to exist, it sold for an impressive $210,000 - a 110% increase on its $100,000 high estimate.
All five of the top lots of the sale outdid the previous record, with another unique calendar from 1896 - the only example of its condition and type - selling for $105,000, up 75% on its $60,000 top estimate.
Big bids were seen all around for vintage soda memorabilia, with a 1900 Hires Munimaker salesman's sample soda fountain selling at $84,000 - a new record for this particular model.
A Pepsi-Cola art nouveau china syrup urn made $69,000, while a 1909 Pepsi-Cola tin straw holder made $18,000 against a $8,000 high estimate - up 125%.
A Grapefruitola ceramic syrup dispenser in the form of a grapefruit embellished with foliage was expected to make between $15,000-25,000, but the excitement of the sale pushed it 164% higher than this valuation to $66,000.
"World auction records were set in many categories, but the real scene stealer was the Gordon Breslow calendar collection, which included an example of every calendar issued by Coca-Cola since 1896," said auction house owner Dan Morphy.
"Many of the calendars were the finest known examples and the very ones pictured in Petretti's Coca-Cola Collectibles Price Guide. You can't beat that level of provenance."
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