Life, 1912-04-04 · page 12 of 80
Life — April 4, 1912 — page 12: what you’re looking at
What you’re looking at
This page is primarily a **product advertisement** for Welch's Grape Juice, not political satire or a cartoon. The ad features a well-dressed man in formal attire examining a bottle of Welch's grape juice in what appears to be an upscale dining setting. The headline "Get the Welch Habit, for—'It's One That Won't Get You'" plays on contemporary concerns about addiction and habit-forming substances, likely referencing alcohol prohibition (in effect 1920-1933). The ad's key selling point emphasizes that Welch's is a natural, non-alcoholic alternative to wine—"fresh" and "hermetically sealed," appealing to health-conscious consumers and those avoiding alcohol for moral or legal reasons. The text mentions serving it as a "Welch Grape Ball" cocktail substitute. This reflects early 20th-century marketing responding to Prohibition-era sensibilities.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Get the Welch Habit, for—“It’s One That Won’t Get You” E don’t make WELCH’S grape juice—we offer it to you just as Nature makes it. We keep it fresh for you just as Nature keeps it fresh in the grape—hermetically sealed. .WELCH’S has a delicious fruity tartness, a rich, ripe-grape aroma that immediately satisfies your taste for “something. ” Welch's Che aoe ok Drink Grape Juice Men like WELCH’S as a Welch Grape Ball — tall glass, chunk of ice, fill half with WELCH’S, rest of the way with charged water. It makes a deliciously tart drink. They like it “straight” and as a Welch Grape Phosphate. Drink WELCH’S when you drink grape juice —yon can always get it at your club, cafe, hotel, soda fountain — or of your dealer. Do more than ask for Grape Juice— ask for Welch’s—and get it. If your dealer hasn't it we will ship a box of a dozen pints to any address for $3, express prepaid east of Omaha. The Welch Grape Juice Co., Westfield, N. Y.