Life, 1916-04-27 · page 5 of 44
Life — April 27, 1916 — page 5: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page** — it's a straightforward advertisement for Gordon's Dry Gin, placed in *Life* magazine (page 785). The ad addresses American consumers during World War I (1915 context mentioned). It explains that Gordon's, a London gin distillery, had to relocate production to New York because British distilleries were commandeered by the British government for war purposes. The company emphasizes that despite American production, they're using ingredients shipped from London to maintain quality. Notably, they stress they're **not** using American gin as a substitute, and bottles will carry an "American tag" due to taxation differences—but remain "Gordon quality as distilled in London." This is essentially a wartime business explanation, not satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
GORDON GINS To the American Gentleman — LOOKING FORWARD, in the Summer of 1915, to our enormous business requirements, we quickly arranged to estab- lish in New York a modern bottling establishment that the American consumer would be protected in price, in not being called upon to pay the price of materials, labor, etc., in every branch, active laborers being called by the Empire from every part. We have shippedin bulk. The price has been kept normal. LOOKING AT THE PRESENT. The taking over of the distilleries of Great Britain for Government purposes, meant the inability to supply sufficient Gordon Gins at any price. We prepared QUICKLY, and are now producing in the United States the exact Gins formerly distilled in London, under direc- tion of our own officers and operators, WITH INGREDIENTS FROM LONDON SHIPPED TO NEW YORK. We are not buying American Gin for Gordon bottles. We had kept up supply from London to the last moment. Owing to difference in taxation the American Consumer will receive Gordon Gins with the AMERICAN TAG under the faakes every bottle, but it is still Gordon quality as distilled in London. GORDON’S DRY GIN CO., LTD. London -- New York comicbooks.com