Description
Black and white 5 1/4″ x 13 3/4″ ad for Martini & Rossi Vermouth. This ad asks you to “Be one of the Crowd – and be Moderate, too” as it shows how “some people” really drink. First, there is “1 P.M. Lunch with Client. Have a drink? Sure. Make it Chilled Vermouth. Moderation, you know”. Then, there is the “6 P.M. Cocktails. Want something special? Try Vermouth Old-Fashioned. Tastes swell – yet, so light”. Next, there is the “8 P.M. at the Club. Lots of good fellows to toast. An Americano’s your answer. It’s moderation itself”. Then, there is “11 P.M. Evening At The Browns. ‘Vermouth and Soda, please’. A gay, full-flavored drink, but light, too”. The text has some words, too. “Be happy…be gay – but always be moderate. Vermouth…the richly spiced wine of the Roman Emperors…is moderation itself. And you can serve it any time. The call for Martini & Rossi Vermouth is a signal of good taste – and a vote for moderation. Try it straight, in highballs or cocktails. May we suggest that, if you want the best, you ask for Martini & Rossi Vermouth – the world’s standard. How To Enjoy Vermouth. 1. The colder it is, the better Vermouth tastes. Chilling brings out the rare spice flavors. 2. Keep your Vermouthin the refrigerator. It makes your cocktails smoother. 3. All Vermouth drinks should be served iced. Ask for it this way when dining out. 4. For greater enjoyment, always specify Martini & Rossi Vermouth – standard the world over”. In this ad they talk about four drinks made with Vermouth, the Manhattan, the Vermouth Highball, the Regular Martini and the Vermouth Old Fashioned.
Source: December 18, 1939 Life magazine.
