Life — March 6, 1913 — page 7: what you’re looking at

What you’re looking at

# Welch's Grape Juice Advertisement This is a **Welch's Grape Juice advertisement**, not satire or political content. The page depicts "The Dining-Car Beverage"—a scene of well-dressed men (including what appears to be a waiter or server on the right) enjoying Welch's in a formal dining setting. The ad emphasizes that Welch's is a **non-alcoholic soft drink** suitable for refined social occasions. Key selling points include: it relieves thirst without excess, acts as an appetizer, and refreshes travelers. The large bunch of grapes underscores the product's natural fruit base. This reflects early 20th-century marketing positioning grape juice as a sophisticated, wholesome alternative to alcohol—likely relevant during or around Prohibition era concerns about temperance.