Nice job on that post title.
Why should “recreational” not count as “legitimate”? What’s non-legitimate on alleviating stress and recreation by any method?
Probably the ‘medicinal’ bit, that goes with the ‘requires a prescription’ bit.
Sitting and quietly contemplating the incoming surf is a perfectly cromulent activity, but you don’t need a scrip for it. Same with smoking a blunt … except in that case it’s ‘shouldn’t but do’ instead of ‘don’t’.
It may have been a lot-point for spirits, but it was a high-point in advertising. That is one bad-assed ad!
I love the ad copy. Their whole pitch is pretty much:
“But… how do I know this whisky isn’t shitty?”
“Yeah, it could be–but, hey, it might be good, too. Only one way to find out…”
To goldly glow…
From the post:
I had known medicinal whiskeys were available at this time, but I assumed they came in nondescript bottles, like rubbing alcohol or aspirin. But of course, they didn’t. They were packaged in these beautiful, engaging, and highly illustrated boxes and bottles, which shows that, in fact, the whole medicinal whiskey business was not about “medicine” but about letting people continue to drink whiskey.
Prohibition birthed our care for liquor brands. Walgreens sold from their pharmacy, not just whiskey, but Jack Daniels, because who knows what some bootlegger would stuff in a bottle?
Pick the good stuff and don’t go blind.
I hope they lasted long enough to advertise in Omni magazine, that would have been a natural.
I noticed that also. I had the misfortune of prostituting myself to the liquor business for a few years, and I was astonished how even the most desperate gutrot swill would claim to be “premium”, “finest”, “made from the best ingredients”, etc. I often remarked upon the reluctance of companies to fill the marketing void of even “serviceable” or “mediocre”.
Angry Joe’s “good enough” drinking whiskey.
Adcopy: “It’s potable.”
“Smooth & Mellon”
I still have my tasting notes:
Subtle bouquet of Airfix cement and geranium on the nose. Interestingly corrosive mouth-feel. Flavour dominated by rotten citrus fruits at the front of the tongue, with a lingering aftertaste of old coffee grounds.
Allow me to explain the contamination process:
Erupt into a bev-RAGE with: GLUG
Like the untamed wilditude of nature, exploding in the space... Where your brain used to live.