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Magazine Ads

Signet Whiskey Print Ad from Esquire Magazine, 1940, 02-February

Signet Whiskey Print Ad from Esquire Magazine, 1940, 02-February
Magazine Ads
Signet, Straight Rye Whiskey Print Ad from Esquire Magazine, 1940, 02-February, p.026
Signet, Straight Rye Whiskey Print Ad from Esquire Magazine, 1940, 02-February, p.026

Since The Nightcaps of the Nineties, Your TASTE, too, has changed!

Nightcap of the Nineties

Here we have a perfect example of “What the Well-dressed man did wear” at bedtime in those gaily bedizened “Gay Nineties.”
Heavy nightgown (a fugitive from a tent-show). On his bead a nightcap of heavy flannel. And in his hand a nightcap of heavy whiskey that fits right into the picture.
Heady, heavy-bodied, bottled-in-bond whiskey. But … the only kind of bonded whiskey they knew bow to make way back then, without benefit of modern scientific control.

Nightcap … 1940 Model

Here you are in modern pajamas, smarter (and more manly!) than grandpa’s nightgown … warm, but not weighed down!
And in your hand … well, if the whiskey fits the rest of this picture … you have a nightcap of Signet, the bottled-in-bond whiskey especially created to meet your advanced tastes.
The very first bottled-in-bond whiskey of its kind! Light-bodied as Scotch. Rich, ripe, but light! Aged in aged wood. Next time you call for a nightcap—Signal for Signet!

Light bodied … to delight your Modern Taste
First Bonded Whiskey of its kind
Signet

What Aged in Aged Wood Means

Signet is distilled for lightness. It is then aged in charred casks that have been pre-mellowed by repeated prior use. Scotch and Canadian whiskies and the rarest French brandies are also aged in casks that have been thus pre-mellowed.

This Whiskey is 4 years old
100 proof

1940, Hiram Walker & Sons Inc., Peoria, Illinois

Signet

Previous articleSignet Whiskey Print Ad from Esquire Magazine, 1940, 01-JanuaryNext article Golden Wedding Whiskies Print Ad from Esquire Magazine, 1934, 08-August

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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