Ben Gilbert

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All right.

So, David, this is the first professionally run version of the Coca-Cola company.

It's amazing.

And in that next year, 1891, when Asa Candler buys the last piece to fully own Coca-Cola, he got an incredible deal.

Even with all that growth having already happened, he only paid $2,300 to buy it all.

That is the base of the company that he builds.

So that's each person at the company, if they were paid equally, is making 8x the average household income.

That's a quarter million dollars on, would you say, a little over $20,000 of ingredients and manufacturing?

So that's crazy.

It's only a tenth of the ultimate sale price of the beverages is there in the costs of the ingredients, the manufacturing, and the advertising when you fully load it.

Yeah, it feels patent medicine-y.

They would go on to paint 20,000 murals on the signs of barns and walls across the countryside starting in 1894.

Unbelievable.

Incredible.

What you're talking about, David, is this great use of all these extra margin dollars.

They would do all this for free for drugstores.

And they would say, hey, don't you wish you had like a big, bright, beautiful sign to bring customers into their store?