Judge, 1915-12-04 · page 6 of 28
Judge — December 4, 1915 — page 6: what you’re looking at
What you’re looking at
This is primarily a **Johnnie Walker whisky advertisement** disguised as satirical content. The cartoon depicts two gentlemen on horseback—a Colonel Fox-Hunter and an M.F.H. (Master of Fox Hounds)—discussing a new neighbor. The "joke" is that the neighbor's refined taste is demonstrated by stocking Johnnie Walker Red Label in non-refillable bottles, equating whisky preference with social sophistication and "antique" quality. The reference to "born 1820—still going strong" emphasizes the brand's long heritage and consistency. The text emphasizes that Johnnie Walker maintains quality standards since its founding in 1820, with every bottle containing whisky over 10 years old. The non-refillable bottle was apparently a selling point, suggesting authenticity and preventing counterfeiting. This represents early 20th-century brand advertising that merged product promotion with genteel humor targeting affluent readers of Judge magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Born 1820 —Still going strong. ANA vi t \" Colonel Fox-Hunter: HOW ARE YOU GETTING ON WITH THAT NEW NEIGHBOUR OF YOURS?” . M.P.H.: “Ou, spLenpioty! He Is A MAN OP TASTE.” Colonel Fox-Hunter (surprised): ‘“‘Wuat! Has HE YOUR PASSION FOR ANTIQUES?” M.F.A. (with finality): “He was. He stocks ‘Jounnte WALKER’ RED LABEL IN THE NON-REFILLABLE BOTTLE.” All the experience of unbroken family management since 1820 is inside every “Johnnie Walker” non-refillable bottle. Our policy of liberal anticipation. will continue to guarantee the maintenance of “Johnnie Walker” quality regardless of increased sales. Every drop of Red Label in a non-refillable bottle is over 10 years old. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD. Agents: WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK. JOHN WALKER & SONS, Ltp., Wuisky Distitters, KILMARNOCK, Scortanp.