Scanning Around with Gene: It's Whiskey Time!

I’ve needed a stiff drink a couple of times lately — not for the alcoholic properties, but for the symbolism. A glass of even the strongest Cabernet can’t bellow a toast for your best friend or drown the tears of loss. No, for those moments you need something stronger.
After a quick survey of the options, I decided on whiskey — a serious drink for serious times. But what kind?

A trip to even the smallest neighborhood bodega presents an astonishing array of brown-colored fluids distilled from grain products. There is Bourbon whiskey, Canadian whiskey, Irish whiskey, Scotch whiskey and on and on. They can’t even agree if it’s spelled “whiskey” or “whisky.” All of today’s images are from advertisements that date from 1943 to 1965. Click on any image for a larger version.


Most whiskies are advertised as being either old or as appealing to men of distinction. I’m assuming older and more distinct are better. But to me, bottle shape and label design are just as important.


Lord Calvert is “so rare, so smooth, so mellow it is invariably found in the company of those who can appreciate, and afford, the finest.” One of those who had the cash in 1952 was Mr. George G. Blaisdell, the industrialist who turned a $260 investment into Zippo Lighters. His hobbies were sports cars and golf.

Mr. Donald Healey, designer of the Austin-Healey sports car and another a man of distinction, was featured in 1955. As was Vladimir Golschmann, conductor of the St. Louis Symphony Orchestra.


These 1945 ads show even more men of distinction. “If you can’t afford it, buy something else,” is the message from this company.


Oddly, Lord Calvert was also one of the first whiskey makers to feature women in its ads, although it tried to tempt the ladies with a slightly “softened” (and presumably more affordable) blend. Still, “a lady can even drink Soft whiskey straight,” says the ad.

Sunny Brook whisky also featured men of distinction, though I’m not quite sure what their distinctions were. Maybe they were just as “cheerful as its name.”



Imperial went after the rugged individualist in these ads showcasing big-game hunters and world-class fishermen. There’s nothing quite like killing something to whet the palate for a good swig of “the whiskey among whiskies.”


And in what must have been an embarrassing licensing tie-in, Jim Beam, an American whiskey, managed to snag Mr. Cool (but British) himself, James Bond.

Then there are the old whiskies. Here, from 1956 is an ad for Old Fitzgerald, followed by Old Grand-Dad, and finally Old Crow.



White Horse managed to be both cool and old at the same time. Here is one in a series of “cool guys on white horses” ads (1956), and one highlighting that the company has been in business since 1746.


I decided that if it’s still available, I’m going with Park & Tilford Private Stock, America’s luxury whiskey. I love the type, borders, and colors, and while not a smoker, I can appreciate why, along with a good stiff drink, many people feel the need to light up. This ad is from 1949.

I consider my current state to warrant about one bottle, though I hope to nip it in half a bottle (or a pint-sized one). Who knows, though. I may take up golf, deep-sea fishing, big-game hunting, sports cars, and international espionage. Then I’ll have to drink even more.

Gene Gable has spent a lifetime in publishing, editing and the graphic arts and is currently a technology consultant and writer. He has spoken at events around the world and has written extensively on graphic design, intellectual-property rights, and publishing production in books and for magazines such as Print, U&lc, ID, Macworld, Graphic Exchange, AGI, and The Seybold Report. Gene's interest in graphic design history and letterpress printing resulted in his popular columns "Heavy Metal Madness" and "Scanning Around with Gene" here on CreativePro.com.
  • Anonymous says:

    Those images of the men holding the glasses look like some sort of ‘Dean’ portrait you would see in the great library at a college or maybe a presidential portrait…..Gotta love whiskey:_

  • Anonymous says:

    These are fantastic. There is nothing better than some dapper gents enjoying good strong booze, while relaxing or enjoying some hobbies. It is a great way to do it.
    I especially like the safari themed ad with Russell Aitken (interesting artist as well as big game hunter), complete with said gent leveling a cape buffalo with a large caliber rifle, and who doesn’t like Bond, James Bond, sipping some good hootch? Dust off the charcoal grey suit, buff the shoes, and settle into a nice comfy leather chair–it’s man time, and we are drinking whiskey, lots of it. Now let’s go shoot something, and ride a horse while we are at it. Best one yet, Gene. Cheers.

    FYI: Whisky is the spelling used in Scotland and for Canadian Rye.
    Whiskey, with an “e” is the spelling used in Ireland, the US and some other countries. People rarely call whisky “Scotch” in Scotland. They either ask for it by brand name or ask for any malt, or just ask for a whisky.

  • Anonymous says:

    Whisky without the E is distilled in Scotland. When spelt with an E it usually refers to the nectar being distilled in Ireland! – Sassenach

  • Smavitz says:

    Another great collection Gene! Looks like the newer the ad the shorter the glass. Or I guess the stronger the drink. Loved the white horse Fillini-esque ad. If I could go back in time I would love to have been in that pitch meeting with the client. Something tells me the first image was without the golf clubs and while explaining the concept – the client insisted a set of golf clubs to be added. Because as everyone knows, a) a guy setting on a horse does not make sense without a set of golf clubs and b) the client is always right. Thanks for today’s installment Gene!

  • Anonymous says:

    Gene,
    Bourbon is best, but you have to leave the city to find it in Old Kentucky. I highly recommend the Kentucky Bourbon Trail to get you started — it’s like the California winery tours, but smoother!

  • Anonymous says:

    Nice set of images, but you have a cultural problem: Whisky is a single malt drink distilled in Scotland. The stuff we get in the USA is a blend. They really have nothing in common! – the blends just hijack the name to help their marketing.

    Drink one – then drink the other. Whether you like it or not, you can certainly tell the difference.

  • Anonymous says:

    A nice little trip to days past. A good get away from all the techie stuff and just enjoy some good old-fashioned advertising and talk of drink.

  • Anonymous says:

    Something tells me the first image was without the golf clubs and while explaining the concept – the client insisted a set of golf clubs to be added. Because as everyone knows, a) a guy setting on a horse does not make sense without a set of golf clubs and b) the client is always right. sesli sohbet sesli chat

  • Anonymous says:

    Thanks for this Gene! I look forward to every Friday’s e-mail! These are great!

  • Craig MacNaughton says:

    The fifth image is that of my Grandfather James MacNaughton. He was well known as a tailor and clothier to many celebrities like Bob Hope.

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