Life, 1913-12-04 · page 4 of 112
Life — December 4, 1913 — page 4: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire or editorial content**. It's a Wilson Whiskey advertisement from Life magazine promoting their "Non-Refillable Bottle." The ad's pitch: this bottle design prevents refilling with cheaper liquor, guaranteeing consumers authentic Wilson whiskey. The headline "Demand Protection" frames this as consumer safeguarding during Prohibition era (likely 1920s-1930s), when illegal alcohol sales and counterfeiting were rampant. The bottle's special mechanism—shown in cross-section—mechanically prevents resealing. The ad emphasizes this protects buyers from bootleg substitutes, positioning Wilson as the trustworthy, quality option. The phrase "That's All!" serves as the brand's slogan. This reflects genuine Prohibition-era concerns about product authenticity in illegal liquor markets.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘LIFE Demand Protection. Here is the simplest,the most marvellou invention of the age -the Non-Refillable Bottle Cross Section of the Non-Refillable Insist upon it and youll get the only whiskey which is always the same- ail Wilson-Real Wilson | That's All! The five simple parts which constitute the entire mechanism of the wonderful NorRefillable Bottle = << Free booklet of famous abn recipes for mixed drinks -Just the thing for the Holidays Address Wilson Whiskey, 307 ah Avenue, NY Thats All!