Things go better with Coke: Gift shop specializes in memorabilia of the iconic soft drink

FORT WALTON BEACH — Sometimes it’s all about finding a niche.

For siblings Jeff Ring and Cheryl Griffin, that meant maintaining the feel of a 1950s general store their father created while still appealing to locals and tourists.

They seem to have found the magic formula. The owners of Buccaneer Gift Shop, which specializes in Coca-Cola products, have kept their business open longer than any other along the strip of U.S. Highway 98 through downtown Fort Walton Beach.

Buccaneer’s caught Amanda McGee’s eye as she drove through on her way to Destin.

Visiting the area for the first time, the Texas resident noted the store’s location and came back another day to explore it.

“It had different kinds of things that you don’t see everywhere,” McGee said of her drive-by impression as she thumbed through a copy of Elvis Presley’s will at the shop. “It’s a nice break from the usual beachy (shops).”

McGee said she was impressed at the variety of items available, especially the extensive collection of Coca-Cola memorabilia.

“If we had a room we were doing Coke (themed), this would be the place to come, definitely,” she said.

McGee, like many customers, also asked to take a photograph of Jeff Ring. During her visit, Ring was wearing one of the old green striped uniforms of Coca-Cola delivery men. Ring said on busy days as many as 50 people might snap a photo of him when he wears the outfit. But he tries not to pull it out too often so “people maybe get a little more fascinated.”

Griffin also was wearing Coca-Cola clothing. For her that meant a skirt covered in the company’s logo.

Aside from some of the larger items — such as the ever-popular old Coke machines — the store offers a variety of smaller souvenirs, from pocket knives with the logo to serving trays to the old sign advertisements.

The store also has a number of old and new Coca-Cola bottles. For people looking to quench their thirst, cold bottled Cokes and ice cream floats are available. The store also has nearly an entire wall dedicated to collectible bottles from different eras.

One of Ring’s favorite items was a long time coming.

After asking for years, Ring was able to get the Coca-Cola Co. to produce 3,696 bottles specifically for the store to mark its 35th anniversary in December 2007.

“Honestly, I never thought they would actually do it,” Ring said with a laugh as he showed the first bottle produced for the special collection.

In addition to Coca-Cola merchandise, the store features an assortment of items, including Elvis and Marilyn Monroe memorabilia, Betty Boop souvenirs and traditional tourist temptations such as seashells and hermit crabs.

The conglomeration of merchandise was decades in the making. The family’s first store in downtown Fort Walton was opened in the mid-1970s by Oscar Ring. At one point, the family had three stores next to each other: a sea shell shop, an air-brush T-shirt shop and a nautical gift shop.

Eventually, the three stores were condensed down into the old sea shell shop, where Buccaneer remains today.

The transition to selling Coca-Cola products began when Oscar Ring started picking up items for Jeff during his shopping trips for merchandise.

A few times, Jeff already had the item that Oscar had purchased, so Oscar would bring the item to the store and try to sell it.

“After I (saw) how fast it was selling, I made special trips for Coca-Cola (products),” Oscar Ring said.

Today, he’s mostly handed over the reins to his children. Jeff Ring and Griffin are dedicated to maintaining and even expanding the store.

“It’s something we love,” Ring said. “And it’s easier to sell something if you believe in what you’re selling.”