A PRIVATE collection spanning over 50 years of Guinness advertising comes up for sale in September through Christie's in London.
Over 150 lots of posters, books and decorative objects, with estimates ranging from £100 to £1,000, will be sold on September 11th. The collection was built up by one Ian Livingstone over 10 years. It is expected to make around £40,000 under the hammer.
Guinness has been brewed at St James's Gate for more than 250 years but the company only began to advertise in 1928. In recent years its advertising wares - and those of other brewing and distillery firms - have been highly sought after. Prices have risen steeply and fakes abound.
The Christie's sale will be an opportunity for collectors to pick up some old and genuine pieces, items that rarely come up for sale here.
The earliest posters in the auction date from 1936, and estimates vary from up to £150 for one of the zoo keeper and ostrich images, to up to £500 for a sea lions poster.
In the 1930s the toucan became the central character in Guinness's advertisements, and it was used for the next 40 years. The bird was the brainchild of novelist, Dorothy Layers, who while working as an advertising copywriter, penned the slogan, If be can say as you can Guinness is good for you. How grand to be a Toucan just think what Toucan do.
Included in the sale is a selection of Guinness Carlton Ware toucan lamps as well as a set of toucan wall plaques. Other Guinness wares range from egg cups, plates and ash trays to bullons and cuff links.
