Life, 1913-06-05 · page 35 of 52
Life — June 5, 1913 — page 35: what you’re looking at
What you’re looking at
This is primarily a **commercial advertisement**, not political satire. However, it exploits a genuine historical moment: Welch's grape juice was served at official Washington dinners and receptions, likely during Prohibition era discussions or temperance advocacy. The cartoon's image of a young girl holding Welch's bottles before the Capitol building symbolically positions the drink as patriotic and wholesome—"The National Drink." The ad quotes a Boston Post editorial claiming the Secretary of State gave the beverage "international standing" by serving it at official functions. The satire here is subtle: Welch's was **non-alcoholic**, so serving it at formal state dinners represented either temperance values or a pointed statement about American sobriety. The ad emphasizes this obliquely by calling it a "temperance drink" while stressing its patriotic legitimacy. The two recipe variations (Welch Ball, Welch Punch) suggest it's sophisticated enough for formal entertaining—a claim likely amusing to period readers familiar with grape juice's humble origins.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| Z U7 The National Drink is Welch’s The widespread press comment, in this country and Europe, upon the fact that “grape juice’? (WELCH’S) is served at official dinners and receptions in Washington, simply emphasizes the honestly won position of Welch's “Che National Drink” “The New Beverage” (From an editorial tn Boston Post) “The Secretary of State, however, should not be credited with the origination of this beverage. Its component elements are recognized as familiar in our households. What he has done is not to pose base imitator, but to give international standing to a drink, which by popular suffrage in this republic, is certified as of democratic excellence."’ Wherever Welch’s is served, it is served on its merits. Some folk call it a tem- perance drink, some call it a health drink—all regard it as a delicious, satisfying beverage. It is a drink with character. _ Here are two Welch drinks which Welch users already know and like, and which occasioned the press comment. ‘Try them yourself. Welch Ball The Famous Welch Punch Fill an eight or ten ounce glass half full with Juice of three lemons, and one orange, one pint of Welch's, add cracked ice and fill glass with charged Welch’s, one quart water and one cup sugar. Serve water. Itisa tart drink that especially appealstomen. cold. If punch bowl is used add sliced fruits. “Get the Welch habit— it’s one that won't get you’? Do more than ask for ‘‘grape juice’’—say ‘‘Welch's"’—and GET IT! If unable to get Welch’s of your dealer, we will send a trial dozen pints, express prepaid east of Omaha, for $3.00. Sample 4-ounce bottle by mail, 10c. Booklet of recipes free on request. The Welch Grape Juice Co. - - - Westfield, New York comicbooks.com