Life, 1917-04-05 · page 69 of 70
Life — April 5, 1917 — page 69: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not political satire. It promotes Cook's Imperial Extra Dry Champagne, made by the American Wine Company in St. Louis. The ad features an elegantly dressed woman in early 1900s attire holding baskets of grapes. The copy emphasizes that Cook's uses "great, luscious grapes" specifically grown for champagne-making, claiming superior purity and flavor. The imagery—a refined woman with abundant grape harvests—conveys luxury and quality. The text's slightly flowery language ("tongue nipping life and exquisite bouquet") reflects period advertising style. The notable detail: this advertises American wine competing as "champagne," terminology now legally restricted to French products. This reflects pre-regulation era American marketing practices.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE | SThe foundation. as well as the process of making Cooks. is right-great.luscious grapes which are raisedcs just for this one purpose of making Champagne a superior flavor: - “Youll ike Cees rape for its purity. tongue nipping life and exquisite bouquet. Sold Everywhere —Eared Eueanwhere oe > American Wine Company - - - - St. Louis. U.S.A. Comichooks (feyn)