Life, 1915-04-01 · page 11 of 72
Life — April 1, 1915 — page 11: what you’re looking at
What you’re looking at
This is primarily a **Johnnie Walker whisky advertisement** disguised as a cartoon joke, published in Life magazine (page 539). The illustration shows three gentlemen in conversation about "Johnnie Walker" whisky's non-refillable bottle. The joke plays on a double meaning: the bottle itself prevents servants from secretly refilling it with cheaper liquor, but the "non-refillable" feature also humorously prevents an absent-minded servant from being filled (getting drunk). The ad emphasizes that Johnnie Walker Red Label whisky maintains consistent quality and has been aged over 10 years. It targets wealthy readers concerned about servant theft or adulteration of expensive spirits—a genteel class anxiety of the early 20th century. The agents listed are Williams & Humbert in New York and John Walker & Sons in Kilmarnock, Scotland.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Born 1820 —Still going strong. First Gentleman: “ Have you heard about that wonderful ‘ Johnnie Walker’ non-refillable bottle?” Second Gentleman: ‘“ Non-refillable what?” First Gentleman: “ Bottle—a bottle that prevents an absent-minded servant from filling up.” Second Gentleman: “ Which, the servant or the bottle?” First Gentleman: “ Both.” The big demand for “ Johnnie Walker ” Red Label in 1915 was anticipated and is amply provided for by the huge increases in reserve which were laid down in 1903. Every drop of “ Johnnie Walker’ Red Label whisky is over 10 years old. GUARANTEED SAME QUALITY THROUGHOUT THE WORLD. Agents: WILLIAMS & HUMBERT, 1158 Broadway, NEW YORK JOHN WALKER & SONS, Lrp., Wiisky Distiturrs, KILMARNOCK. comichooks.com|