From the August 9, 1937, issue of Life:
Blow that mother up:
Have a recipe:
Egg white! Ramos Fizz! Can you imagine that running in a mainstream magazine today?
I’m unlikely to post links for every bourbon-related story that emerges about the midwest drought, but I’ll follow it until I convince the rest of you to pay attention.
An important question in our line of work.
From the July 26, 1937, issue of Life magazine.
Monnet was not quite 100 years old at the time of this ad, having been founded in 1838. The brand still exists.
Compared to some of the advertising posters that Monnet commissioned, this Life ad seems pretty drab.
To save money on the installation of central air-conditioning in his St. Joseph, Mo., home, Bryan Fite began replacing the wires in his attic, prying up the floor boards on the rafters. Along with possible savings, he found a treasure beneath the floorboards: 13 bottles of century-old whiskey.
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.
Here’s the text, if you want to read it:
But I also really love the bottle. Let’s look at that in fancy giant size.
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.
From the June 28, 1937, issue of Life comes this one rule for staying cool in the hot, hot summer:
Add a sea lion to your bath.
The text on this bizarre ad isn’t interesting, but if you want to read it, click through and read it.
Two whiskey ads from the June 14, 1937, issue of Life magazine.
First up, Schenley’s Cream of Kentucky bourbon. I’ll have more to say about the history of Schenley’s at a later time. Apparently, the Cream of Kentucky brand has been defunct since the 1980s.
And, oh, take note of the artist’s name. Perhaps you’ll recognize him.
The second ad, I have to admit, is a repeat, but there’s a reason for that. The ad itself is a repeat; it ran more than once in Life, first in December 1936. I featured it here a couple of months ago. Here it is again:
As noted previously, Kentucky Tavern still exists as a brand. Here’s a fairly recent image of its bottle lineup:
Earlier this week, Chuck Cowdery posted news that this venerable brand has gotten a facelift. His post is worth a read, and if you click through, you’ll see the new label.