Judge, 1916-03-18 · page 19 of 28
Judge — March 18, 1916 — page 19: what you’re looking at
What you’re looking at
This is a **whisky advertisement**, not political satire. The cartoon depicts a dinner party where the host orders "Johnnie Walker" scotch whisky, emphasizing the "non-refillable fitment" (bottle cap) to prevent tampering or dilution. The joke plays on the host's insistence on bottle integrity: the friend finds him "particular," but the host explains that once you've experienced authentic Johnnie Walker Red Label—aged over 10 years—you'll understand why the sealed, non-refillable bottle matters. It guarantees quality hasn't been compromised. The "Born 1820—Still going strong" header refers to Johnnie Walker's founding date, positioning the brand as an enduring, trustworthy product. This is essentially a quality-assurance pitch disguised as social comedy, aimed at affluent diners concerned about receiving genuine, undiluted spirits.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Born 1820 —Suill going strong. rf 4/ ¢ Hii « ' / ee) Host: ‘* Jousxnte WALKER,’ PLEASE, AND MAKE SURE THIS TIME THAT THE NON-REFILLABLE FITMENT 18 INTACT. Tue Last TIME IT Was CUT OFF.” Friend : “ You ARB VERY PARTICULAR.” Host: ““\Wuen you Have TRIED ‘ JOoHNNIE WALKER’ FROM THE NON-REFILLABLE BOTTLE, YOU WILL REALISE THAT TO BE PARTICULAR 1S WORTH WHILE.” It is a satisfaction for you to know positively that ‘‘ Johanie Walker" Red Label always has been and always will be kept fully up to its guaranteed age. Every drop of Red Label is over 10 years old before released from bond. The ‘non-refillable does the rest. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD. Agents: WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK. JOHN WALKER & SONS, Lro, Wousxy Disticers. KILMARNOCK. Scottano. comicbooks.com