Ad of the week: Seagrams Gin

From the August 9, 1937, issue of Life:

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Blow that mother up:

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Have a recipe:

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Egg white! Ramos Fizz! Can you imagine that running in a mainstream magazine today?

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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.

Great Gimlet Controversy, Redux

I promised to follow up on my Gimlet post from a while back. I was happy to see it garner so much commentary, so I wanted to address everyone’s thoughts.

First, the majority of you rightly shun and abhor Rose’s Lime Cordial. I’m sure that at some point, before the addition of HFCS, preservatives, and artificial colorings and flavorings, it was a quality product. No more.

Second, there’s far less agreement on whether a drink of gin, lime juice, and simple syrup deserves the moniker “Gimlet.” I believe that it does not. A Gin Sour is a fabulous drink, one I’ve enjoyed in the past and will enjoy again in the future. It is not, however, a Gimlet.

So, what’s a drunk to do?

I side with those of you who either use the Employee’s Only cordial or who make their own. I have yet to actually tackle that project, although I keep meaning to. It’s a worthy endeavor. I even have a bottle of Rose’s in the fridge that I intend to use as a control. If I get around to it while computers still exist and while blogs such as this are still a viable means of communication, perhaps I’ll even post about it.