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Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 03-March

Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 03-March
Magazine Ads
Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 03-March, p.161
Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 03-March, p.161

There are three different Martinis and this is find-your-cocktail week

Asking the waiter for “a Martini” is not quite so naive as ordering “a plate of food;” but neither is the best way to get exactly what you want. There are three Martinis—Regular, Medium, Dry.
And don’t make the mistake of thinking their differences are unimportant! We have seen mere tolerators of Mediums become staunch defenders of Regulars. We have seen Dry-luke-warmers become Medium-enthusiasts. Which is really yours?
We do not propose you make a formal test; merely that you line up all three different Martinis some evening, take a sip of each, and listen to what your palate decides. Of course, you know how they are made (starting with 2 parts gin.) Regular Martini: 1 part Martini & Rossi “Italy.” Medium Martini: ½ part Martini & Rossi “ Italy,” ½ part Martini & Rossi “Dry.” Dry Martini: 1 part Martini & Rossi “Dry.”
We specify Martini & Rossi, not only because we make it, but because it is the standard vermouth and has been for generations. We respectfully suggest you specify it too, it you hold your Find-Your-Cocktail Week in a restaurant; because vermouths differ like everything else and poor vermouth has spoiled rivers of cocktails. If your palate is sensitive, there is no substitute for Martini & Rossi!

Martini & Rossi Vermouth

Imported and Guaranteed by W. A. TAYLOR & CO., N. Y.

Martini & Rossi Vermouth

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The latter group are often referred to as “mixologists,” a term given to practitioners of “mixology,” which is really just another way of referring to the practice of making good cocktails. Mixology might seem like a newfangled term, but it’s actually pretty old, like mid-19th century old, and was only revived as a way to describe the recent renaissance of bartenders caring (a lot) about their craft.

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Recent Posts

The Art of Persuasion: Iconic Alcohol Advertising in Print MediaMay 6, 2025
Smirnoff – “It Leaves You Breathless” (1950s)May 1, 2025
Heineken – Witty, Sophisticated Ads (1990s–2000s)May 1, 2025

Categories

  • Bar Equipment
  • Bartending Tips
  • Brands
  • Cocktails by Country
  • Cocktails by Ingredients
  • Countries & Their Drinks
  • Glassware
  • History
  • Holidays and Observances
  • Ingredients for Mixed Drinks
  • Magazine Ads
  • Menus
  • Mixed Drink Recipes
  • Mixed Drinks
  • Themed Cocktails
  • Vintage Books