Life — October 1935 — page 2: what you’re looking at

What you’re looking at

# Old Overholt Whiskey Advertisement This is a straightforward advertisement rather than satire or political commentary. The page promotes Old Overholt straight rye whiskey, emphasizing its 125-year history and recent return to market after being "bottled in bond" for 4½ years. The ad uses poetic language to describe desirable whiskey qualities—"mellow as a lute note," "robust in flavor," "deep in color," "grainy in bouquet." It positions the product as refined and traditional ("A corking drink to uncork!"). The decorative illustrations include barrels, rye stalks, and a bottle. A period gentleman's portrait appears at the bottom. This appears to be from the 1930s era when whiskey was reintroduced after Prohibition's repeal, explaining the emphasis on the product's revival and legitimacy under government supervision.