Ads of the week

Oops, I inadvertently missed a week; doubling up today to catch up.

Seagram’s King Arthur

First up, from the July 12, 1937, issue of Life magazine, an ad with a cocktail recipe included:

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Zooma zooma!

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Martini & Rossi

Next, an ad from the July 19, 1937, issue; this one reflects how much our drinking culture has changed since the 1930s. Few people today drink vermouth on its own, of course, even though more of us should.

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Of course, this ad reminds me I keep promising to make Vermouth Cassis for Mrs. Bitters. Oops.

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.

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

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

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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.