Life, 1913-12-04 · page 87 of 112
Life — December 4, 1913 — page 87: what you’re looking at
What you’re looking at
This is a full-page advertisement for Club Cocktails, a pre-Prohibition or early Prohibition-era product by G.F. Heublein & Brother. The ad targets holiday hosts by positioning ready-made cocktails as convenient solutions to entertaining during the busy Christmas season. The visual shows decorative Art Deco-style hands pouring from a bottle into glasses, with ornamental grape bunches and classical scrollwork. The text emphasizes the product's reliability and quality—pre-mixed, accurately measured, and aged in wood—contrasting with the potential errors of amateur mixers ("even the best mixer may add too much bitters"). This is straightforward commercial messaging rather than satire. The ad's appeal to hospitality and holiday entertaining reflects early 20th-century affluent drinking culture, when serving cocktails signaled sophistication and social status.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
but it rness. hings , MARTINI Cog URING the Christmas season—when guests are both numerous and unexpected— CLUB COCKTAILS lighten your duties as host, and lend their own rare excellence to your. good hospitality. CLUB COCKTAILS are dependable. In the cheery bustle of the holidays even the best mixer may add too much bitters—not enough Vermuth. But with CLUB COCKTAILS— you Is-- simply strain through ice and serve the smooth- est, richest, mellowest drink in the world. CLUB COCKTAILS are made of finest ma- tured liquors. They are mixed accurately by measure—not by guesswork. And then they are aged in wood to attain the full flavor of the perfect blend. Be sure to have CLUB COCKTAILS — all kinds—for Yuletide cheer. MANHATTAN — MARTINI — BRONX —all the popular kinds at your dealer's G. F. Heublein & Brother, Sole Props. Hartford — New York — London eomicbooksteom