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Magazine Ads, Mixed Drink Recipes

Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 07-July

Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 07-July
Magazine Ads, Mixed Drink Recipes

Mixed drink recipe from print advertisement for Martini & Rossi Vermouth

Bamboo Cocktail

Half vermouth, half sherry.

Especially popular in Gibraltar.

Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 07-July, p.165
Martini & Rossi Vermouth Print Ad from Esquire Magazine, 1935, 07-July, p.165

America takes up THE VERMOUTH HOUR

Prominent Hotels now feature these Continental drinks…

• Vermouth Cassis
Two-thirds dry vermouth, one-third Creme de Cassis, seltzer to taste. As much a part of Paris as the Bois.

• Vermouth and Seltzer
Italian vermouth, ice, seltzer to taste. Used in the hot countries. A favorite in Bombay and Shanghai. Useful in America as a substitute for beer. Has about the same strength.

• Bamboo Cocktail
Half vermouth, half sherry. Especially popular in Gibraltar.

• Frenchmen discuss the state of the nation over a Vermouth Cassis. In Gibraltar, of a late afternoon, Englishmen gravely sip Bamboo cocktails. In the Argentine “a matinee” is called “a vermouth”. Now New York and Chicago hotels adopt this international custom, the Vermouth Hour. The drinks above are no strangers if you’ve been abroad. Grand MILD drinks for any season; COOLING in summer because they are mild.
Though to most people Vermouth and Martini & Rossi are synonymous, it is safest to specify when you order. Martini & Rossi is the standard all over the world and has been for generations. It has no substitute if your palate is sensitive.
Write for free booklet, “6 Civilized Cochails—6 Simple Canapes” to W. A. Taylor & Co., 17 Laight Street, New York, N. Y.

Martini & Rossi Vermouth

Imported 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

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  • Cocktails by Country
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  • Holidays and Observances
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  • Magazine Ads
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