Circa-1880s bottle for Pemberton’s French Wine Coca, a forerunner to Coca-Cola, served up a $31,980 top bid, while circa-1920s Pepsi-Cola fountain syrup jug went 4x estimate at $27,060
DENVER, Pa. – Elusive signage from the earliest days of the American soft drink industry delivered an effervescent $2.4-million result at Morphy’s August 18-20 Soda Pop, Advertising & General Store Auction. The 1,780-lot selection was dominated by rare Coca-Cola and Pepsi-Cola antiques, some commanding more than four times their high estimates.
Leading the formidable array of Coke collectibles – the largest grouping ever to be offered by Morphy’s – was a circa-1880s clear glass bottle with its original paper label identifying it as John Pemberton’s “French Wine Coca.” This concoction, touted as being an “Ideal Nerve Tonic / Health Restorer / Stimulant,” was the forerunner to the beverage its inventor would release in 1886: Coca-Cola. Embossed with the product’s name on its shoulder and with a label roughly 85% intact, the condition-8.0 bottle rocketed to an invigorating $31,980 against an estimate of $6,000-$12,000, making it the top lot of the sale.
An exceptional circa-1933 Coca-Cola double-sided porcelain sign with a Christmas bottle graphic and detailed filigree adornment across the top was marked Tennessee Enamel Mfg. Co. Nashville. It would have been hard to improve upon this bright and glossy sign, which rose to $30,750 against a $10,000-$20,000 estimate.
Another high-flier was a circa 1910s-1920s single-sided lithographed printer’s proof on paper depicting a man swimming up to a dock to accept a fountain glass of Coca-Cola from his lady friend. Presumably, the proof would have served as the basis for a die-cut cardboard window display. In 9.25 condition, it sold for $27,600 against an estimate of $10,000-$20,000.
A historically-important affinity lot consisted of a circa-1880s bottle embossed Pemberton’s Wine Coca; an 1868 Pemberton medicinal ad from the Rome (Ga.) Courier; a May 1886 newspaper ad from the Augusta (Ga.) Chronicle showing a portrait of John Pemberton with a favorable testimony; and an 1898 Atlanta Police Department publication with an early Coca-Cola ad on Page 26 and a French Wine Coca ad on Page 28. Estimated at $8,000-$16,000, the grouping achieved $24,600.
Coca-Cola Chewing Gum represented an innovative experiment in brand expansion. Coke-flavored gum was introduced in 1903 and discontinued in 1920. Any signage or ephemera pertaining to the product is equally desirable to collectors of chewing gum or Coke material. A prime example in Morphy’s sale was a circa 1914-1916 single-sided cardboard sign depicting a Dutch boy in wooden clogs, running with an oversize stick of Coca-Cola Peppermint Pepsin Gum cradled in his three-dimensional articulated arm. Representing the large-size version of this particular sign, measuring 24½ inches tall by 18¼ inches wide, it was graded 8.25 Excellent. The sign landed within its estimate range, at $20,910.
Also created to promote Coca-Cola gum, a circa-1903 single-sided die-cut cardboard sign featured a lavish graphic of opera singer Hilda Clark, who starred in many Coca-Cola beverage advertisements of her time. On this 16 by 20-inch sign, the elegant celebrity model is depicted with a stick of Coca-Cola Chewing Gum held daintily in one hand and a jeweled, feathered fan in the other. Graded 8.75+, the sign sold within estimate at $19,200.
With provenance from the respected Schmidt Museum of Coca-Cola Memorabilia, a circa-1908 tin-over-cardboard sign with a Coca-Cola script logo featured an appealing graphic of a straight-sided Coke bottle with a paper label. Graded in 8.0 condition, this fine example of a seldom-encountered sign prompted a winning bid of $14,760 against an estimate of $4,000-$8,000.
Pepsi-Cola highlights were both plentiful and impressive. A circa-1920s one-gallon fountain syrup jug bottled in New Bern, N.C., retained its artful paper label showing a young boy drinking Pepsi from an early fountain glass. The vessel was further decorated by a horizontal-strip image of well-dressed ladies and children at a soda fountain counter attended by two men in white pharmacy-style coats. Estimated at $3,000-$6,000, it was chased to a winning bid of $27,060.
Also harkening to the days when the local soda fountain was the place for socializing, a circa-1905 Pepsi-Cola “The Pepsin Drink” tip tray proved to be small but mighty. Six inches in diameter, with an early script logo and the maker’s name The Meek & Beach Co., Coshocton, O, it was AGS-graded 85 and sold for $27,060 against an estimate of $6,000-$12,000. Meanwhile, from behind the soda fountain counter, a gorgeous circa 1900-1910 ceramic Pepsi-Cola syrup dispenser presented in 8.25 condition. Ornately decorated in Art Nouveau style and complete with its original spigot and lid, it sold above its high estimate for $19,680.
Pepsi signage was led by a circa-1910 single-sided embossed tin sign featuring an early block-letter logo and the image of a bottle of Pepsi with a diamond-shape paper label. Emblazoned with the message Drink Delicious Pepsi-Cola / Very Refreshing, the 39½-inch by 13½-inch sign in 8.0 condition sold for a robust $19,200 against an estimate of $3,000-$6,000.
Also finishing well in the money, a circa-1905 Pepsi-Cola cardboard sign with the image of “Miss Pepsi-Cola” holding an early soda fountain glass enticed consumers with the message Drink Pepsi-Cola / Delicious / Healthful. It also noted a price of 5¢ and availability At Founts or In Bottles. In strong 8.5 condition, it reached the upper end of its estimate range at $16,800.
A Hires Root Beer “Munimaker” salesman’s sample dispenser was admired by auction previewers for its exceptional attention to detail. Made from marble, glass and nickel, it had a zinc liner and coils inside, just like its full-size counterpart. Its globe, bearing the message Drink Hires / It is Pure, was clean and undamaged. An incredible piece of soda pop history graded 8.75+, it lived up to its “Munimaker” name, finishing within estimate at a lofty $30,750.
Many other advertising categories were featured. One of the tobacciana highlights was a circa 1920s-1930s single-sided tin sign from Prince Albert Tobacco with a striking graphic of Chief Joseph of the Nez Perce tribe wearing a full feather bonnet and numerous bead necklaces. Also illustrated with a Prince Albert pocket tin and the slogan PRINCE ALBERT / the national joy smoke, the beautifully-executed sign realized $12,915 against an estimate of $3,000-$6,000.
A top breweriana lot was a 1930s-’40s Spearman Straight 8 Beer cone-top can from Spearman Brewing Co., Pensacola, Florida. Its graphic depicted Spanish explorer Ponce de Leon and the Fountain of Youth, noting: Brewed with the pure water Ponce de Leon spent his life seeking plus the finest grains and brewing talent. Marked IRTP (Internal Revenue Tax Paid) on its back seam, the condition-8.0 can exceeded its $1,000-$2,000 estimate, retiring at $5,166.
To discuss consigning to a future Soda Pop, Advertising & General Store Auction at Morphy’s, please call Dan Morphy tollfree at 877-968-8880 or email info@morphyauctions.com. There is never an obligation to consign, and all enquiries are kept strictly confidential. Visit Morphy’s online at www.morphyauctions.com.
CAPTIONS:
All images courtesy of Morphy Auctions
1013 –
Outstanding circa 1910s-1920s single-sided printer’s proof on lithographed paper with a scene depicting a man swimming up to a dock to accept a fountain glass of Coca-Cola from his lady friend. Presumably, it would have been the basis for a die-cut cardboard window display. Framed size: 39¼in x 34¼in. Condition 9.25. Sold for $27,600 against an estimate of $10,000-$20,000
1035 –
Circa-1903 single-sided die-cut cardboard sign from Coca-Cola features a glamorous graphic of opera singer Hilda Clark holding an early stick of Coca-Cola Chewing Gum. Border of sign embellished with intricate die-cut scrollwork. Size: 16in x 20in. Condition 8.75+. Sold at midpoint of estimate range for $19,200
1041 –
Excellent circa 1914-1916 single-sided cardboard sign depicting a Dutch boy in wooden clogs running with an oversize stick of Coca-Cola Peppermint Pepsin Gum cradled in his three-dimensional articulated arm. Large-size version, 24½in tall by 18¼in wide. Condition 8.25. Sold within its estimate range for $20,910
1117 –
https://auctions.morphyauctions.com/COCA_COLA_STRAIGHT_SIDED_BOTTLE_SIGN-LOT638761.aspx
Circa-1908 tin-over-cardboard sign with Coca-Cola script logo and beautiful graphic of a straight-sided Coke bottle with paper label. Size: 6in x 13¼in. Condition 8.0. A desirable and seldom-seen example, it was formerly with the Schmidt Museum of Coca-Cola Memorabilia.
Sold for $14,760 against an estimate of $4,000-$8,000
1206 –
Exceptional circa-1933 Coca-Cola double-sided porcelain sign with Christmas bottle graphic and detailed filigree across top. Marked ‘Tennessee Enamel Mfg. Co. Nashville.’ Size: 24½in x 21¾in. AGS-graded 94 and a difficult example to improve upon. Estimated at $10,000-$20,000, it was bid to $30,750.
1342 –
https://auctions.morphyauctions.com/PEMBERTON_S_FRENCH_WINE_COCA_BOTTLE_W__LABEL__-LOT639539.aspx
Historically-important circa-1880s clear glass bottle with original paper label advertising John Pemberton’s French Wine Coca, the forerunner to what would become Coca-Cola (in 1886). Shoulder of bottle embossed with product name. Label roughly 85% intact and identifies French Wine Coca as an ‘Ideal Nerve Tonic / Health Restorer / Stimulant.’ Condition 8.0. Estimated at $6,000-$12,000, it rocketed to $31,980, making it the top lot of the sale.
1371 –
https://auctions.morphyauctions.com/OUTSTANDING_PEMBERTON_S_WINE_COCA_ORIGINAL_BOTTLE-LOT633123.aspx
Affinity grouping composed of: circa-1880s bottle embossed ‘Pemberton’s Wine Coca;’ 1868 Pemberton medicinal ad from the Rome (Ga.) Courier; May 1886 (the year Coca-Cola debuted) newspaper ad from the Augusta (Ga.) Chronicle showing a portrait of Coca-Cola inventor John Pemberton with a favorable testimony; and an 1898 Atlanta Police Department publication with an early Coca-Cola ad on Page 26 and French Wine Coca ad on Page 28. Estimated at $8,000-$16,000, the group lot achieved $24,600.
1450 –
Large and impressive circa-1905 Pepsi-Cola cardboard sign with the image of ‘Miss Pepsi-Cola’ holding an early soda fountain glass. Message says ‘Drink Pepsi-Cola / Delicious / Healthful’ with the price of 5¢ ‘At Founts’ or ‘In Bottles.’ Size: 27¾in x 34¼in. Condition: 8.5. Sold at the upper end of its estimate range for $16,800
1456 –
Circa-1905 Pepsi-Cola ‘The Pepsin Drink’ tip tray with early script logo, visually-appealing blue and white color scheme, and the maker’s name ‘The Meek & Beach Co., Coshocton, O.’ Size: 6in diameter. AGS-graded 85. Sold for $27,060 against an estimate of $6,000-$12,000
1467 –
Circa-1910 single-sided embossed tin sign for Pepsi-Cola featuring an early block-letter logo and image of a bottle of Pepsi with a diamond-shape paper label. Message says ‘Drink Delicious Pepsi-Cola / Very Refreshing.’ Length: 39½in x 13½in. Condition 8.0. Sold for $19,200 against an estimate of $3,000-$6,000
1483 –
https://auctions.morphyauctions.com/OUTSTANDING_PEPSI_COLA_CERAMIC_SYRUP_DISPESNER-LOT638672.aspx
Gorgeous circa 1900-1910 ceramic dispenser for Pepsi-Cola syrup. Early script logo, ornate Art Nouveau motif. Complete, with original spigot and lid. Height: 18in. Difficult to find in any condition, this example was graded 8.25. Sold for $19,680 against an estimate of $8,000-$16,000
1650 –
Circa-1920s one-gallon Pepsi-Cola fountain syrup jug with wonderful paper label showing a young boy drinking Pepsi from an early fountain glass. Identifies bottler as ‘The Pepsi-Cola Co., New Bern, N.C.’ Further decorated with a horizontal-strip image of well-dressed ladies and children at a soda fountain counter attended by two men in white pharmacy-style coats. Estimated at $3,000-$6,000, it was a runaway hit, earning $27,060.
2068 –
Hires Root Beer ‘Munimaker’ salesman’s sample dispenser. Made from marble, glass and nickel, with a zinc liner and coils inside, just like its full-size counterpart. Globe at top emblazoned ‘Drink Hires / It is Pure’ presented clean and undamaged. Size: 4¾in x 4¾in x 8in high. Condition 8.75+. Sold within estimate for $30,750
2461 –
Circa 1920s-1930s single-sided tin sign from Prince Albert Tobacco with impressive graphic of Chief Joseph of the Nez Perce tribe wearing full feather bonnet and more than a dozen beaded necklaces. Additional image shows Prince Albert pocket tin and the slogan ‘PRINCE ALBERT / the national joy smoke.’ Sold for $12,915 against an estimate of $3,000-$6,000
3373 –
https://auctions.morphyauctions.com/SPEARMAN_STRAIGHT_8_BEER_CONE_TOP_BEER_CAN-LOT638893.aspx
Spearman Straight 8 Beer cone-top can from Spearman Brewing Co., Pensacola, Florida; 1930s-1940s. Image of Spanish explorer Ponce de Leon and the Fountain of Youth. Says ‘Brewed with the pure water Ponce de Leon spent his life seeking plus the finest grains and brewing talent.’ Marked on back seam ‘Internal Revenue Tax Paid (IRTP).’ Height: 5½in. Condition 8.0. Estimated at $1,000-$2,000, it ended its bidding run at $5,166.
The Latest Auctions & Events
New auctions are posted frequently. Check back to see what you can add to your collection.
