Category Archives: Gin

The Best Gin for Negronis

I am on the prowl now to find the best version of a Negroni that I can devise at home. I’m going to start by examining the gin. As we know, gin is a blend of neutral spirit and a mix of juniper and other aromatic herbs and spices. Some gin distillers push the juniper to the front, whereas others craft a spirit that’s more floral or citrusy. Which style of gin works best for a Negroni? I wanted to find out.

Read more, at Serious Eats.

Ad of the Week: That’s Some Party

A couple of years ago, I talked to Robert Klara, a writer for Adweek.com, about old bourbon advertising, and the shifting perceptions of bourbon over the generations. I enjoyed our telephone conversation, and I appreciated that Klara made me look smart in the subsequent article. I’ve followed his work on and off since then, and so when I saw AdWeek’s insightful and intelligent look at the subtle history of gay themes in advertising, I was unsurprised to see that Mr. Klara had written it.

Klara describes how, in much of the advertising from the middle of the previous century, gay themes are subtext; they’re closeted, if you will, obvious to a gay consumer, but easy to overlook by straight ones — and, more to the point, by straight executives at the brands in question.

“It’s all in the eye of the beholder,” says Bruce H. Joffe, professor of communications at Mary Baldwin College in Staunton, Va., and author of A Hint of Homosexuality?: “Gay” and Homoerotic Imagery in American Print Advertising. “A straight person who looked at these ads in Time or Life magazines would just turn the page and not think anything, but someone with a gay sensitivity would say, ‘Oh my God, look at that!’”

Here’s an example, not mentioned in the Adweek.com article, but culled from own collection of booze ads. This is for Hiram Walker ran in the June 27, 1938, issue of LIFE:

hiramwalker-full

Heh.

The fellow in the blue smoking jacket and ascot seems to be taking in the view, yes?

Ad of the week: Damon Runyan tells why!

Damon Runyan, newspaperman, author. Covered baseball for many years, and entered the writers wing of the Baseball Hall of Fame in 1967. Wikipedia lists 20 of his stories that became motion pictures; the most famous of these is probably Guys and Dolls.

My favorite lyric from the title song of that film, incidentally, is found in only certain recordings, such as at 1:24 in the Bobby Darin rendition:

When you see a mouse
Hurry, scurry out of the house
And she runs 20 blocks for cigars and rye

Oddly, Runyan’s Wikipedia entry indicates that he quit drinking altogether by 1920, some 18 years before this ad ran. I wonder what the truth of it is.

hiram-full
hiram-detail1

[LIFE; March 21, 1938]

Ad of the week: Hiram Walker gin

hiram-full

ZOOMA ZOOMA!

hiram-detail

 

Life; February 21, 1938.

Love all the detail about the botanicals in the gin. A quick Google search isn’t turning up anything on Jimmy Corosu. The Peoria distillery closed in 1981; it now makes ethanol for ADM. Peoria, incidentally, was apparently once a powerhouse in whiskeymaking, with access to abundant crops of corn and barley. (This, incidentally, is why I keep up this ad project. I never know when a bit of research into a brand will uncover nuggets of cool booze history.)

Ads of the week

A hodgepodge, from Life‘s issue of August 30, 1937:

schenleys

(Another Norman Rockwell ad. I keep meaning to do a specific post on Schenley’s history. Another time.)

burnetts

(Burnett’s is still around; the brand, today, is owned by Heaven Hill.)

myers

(If you need me to tell you that Myers is still around, you don’t drink enough.)

Ad of the Week: Gordon’s Gin

Love this Gordon’s ad. Love love love love. Life mag, July 5, 1937.

First, I love the stem glass, especially the stem, but also the bowl. The other glassware, the ice bucket, the martini pitcher. All lovely, and all items I now covet. I love that the martini has a bit of color to it, perhaps from the vermouth that was used.

0705gordons

Here’s the text, if you want to read it:

0705gordons-detail

But I also really love the bottle. Let’s look at that in fancy giant size.

0705Gordonsbottle

Check out the detail! The weird cap with the wire-twist enclosure. The juniper berries. The boar’s head. The words NEW JERSEY embossed on the bottle side. And, of course, the proof: 94.4. (If Wikipedia is accurate, bottlings sold in continental Europe are sold at 94.6, or 47.3% abv.)

Some hot stuff here, folks. These are the gems that keep me coming back to this feature.