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Vintage Books

Cheerio! A book of Punches and Cock

Cheerio! A book of Punches and Cock
Vintage Books

This book has been written as much for the ordinary gentleman of good taste, as for the connoiseur or the epicure or the gourmet of drink. It is written, not with the crude and rough hand of any careless bartender, but with the fastidious and delicate hand of one who has served drinks to Princes, Magnates and Senators of many wealthy nations.

When that old vintner, Noah, first squeezed the precious grape into the cup, and throwing back his head, felt the vigorous wine-drops trickling deliciously down his parched throat, a new art was born, fostered and loved by Kings and Rajahs, flourishing in the courts of Emperors and Khans. And even today, if you observe in any street of any city, a man, more imaginative, more bold, more firm than his fellow men, you may depend upon it, he is descended direct from old Noah.

Today, that Art of creating exquisite drinks to match exquisite moods is gasping on its death-bed, and the dull ogre, Puritanism, supplanting the Skeleton, sits gloating by the bed-side, waiting eagerly to hear the last death-rattle.

If this volume succeeds in preserving, even a little while longer, that ancient and much beloved Art, the writer will be happy.


From the Book “Cheerio!”: A book of Punches and Cocktails by Charles (Reinhardt, Charles Nicholas). New York City, 1928..

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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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  • Bartending Tips
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  • Cocktails by Country
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