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Magazine Ads, Mixed Drink Recipes

Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 04-April

Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 04-April
Magazine Ads, Mixed Drink Recipes

Mixed drink recipe from print advertisement for Martini & Rossi Vermouth

Manhattan Cocktail

2 parts rye or Irish whiskey, 1 part Martini & Rossi “Italy” Vermouth; add a cherry, a dash of bitters and a few drops of Curaçao or sugar syrup.

Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 04-April, p.137
Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 04-April, p.137

The COCKTAIL for which MANHATTAN was named…

Of course it may have been vice versa. Perhaps our history is only wishful thinking. But certainly the Manhattan deserves to have an island named for it—even an island as big as New York. It is sharing the honors with its cousins, the three Martinis, (Regular, Medium and Dry) as the most popular cocktail in America. As you know, a Manhattan is like a Regular Martini except that whiskey takes the place of gin: 2 parts rye or Irish whiskey, 1 part Martini & Rossi “Italy” Vermouth; add a cherry, a dash of bitters and a few drops of Curaçao or sugar syrup.

Be Sure to Specify Ingredients

BUT—no Manhattan is better than its ingredients. We have, alas, tasted Manhattans made of ingredients which couldn’t possibly have had a father. In your own home you use a whiskey you have picked carefully and you probably use Martini & Rossi because it is the standard vermouth and has been for generations. But in a bar or restaurant it is safest to specify both your ingredients. Vermouths differ like everything else and poor vermouth will spoil a Manhattan as surely as poor whiskey. If your palate is sensitive, there is no substitute for Martini & Rossi.

Imported by W. A. TAYLOR & CO., New York

Martini & Rossi Vermouth

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

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