Description
Full color 9 1/2″ x 13 1/2″ ad for the Calvert Extra Blended Whiskey that asks the question “Soft Whiskey. How do we soften it withoug lowering the proof?”. That is a good question. As the ad says, “A lot of people would like to know the answer to that one. Distillers (and we’re no exception) have been trying to come up with a Soft Whiskey since the year one. Some thought lowering the proof would do the trick. No good! The result: weaker whiskey. But not Soft Whiskey. And we’re not so perfect either. We failed miserably with Soft Whiskey experiments. Finally after over 22,000 of them, Bingo! A way of Softening whiskey without draining it’s strength. An 86 proof that could do anything any other 86 proof could do. Only do it softer. Calvert Extra swallows easy. It’s gentle going down. It sort of walks softly but carries a big stick. As for letting you in on how we soften Soft Whiskey, this much is safe to tell. We do things with Calvert Extra that some distillers wouldn’t hear of. Like doing some distilling in small batches as opposed to large ones. You really can’t expect us to tell you more. Not after all that work. That soft we’re not”. They may be “Soft” but they have a big “86 Proof” sticker in the ad.
Source: February 26, 1965 Life magazine.
