Description
Full color 9 3/4″ x 13 1/4″ ad that is for Calvert Extra Blended Whiskey 86 Proof. In this ad, the headline says that “We inderestimated the power of Soft Whiskey“ and they are unsure about which way to turn. The ad says that “That’s putting it mildly. It seems like only yesterday we had all but given up hope of ever developing a Soft Whiskey. We scored zero in over 22,000 experiments. Granted, when we finally hit it we knew we had a good thing, (Distillers have dreamt of a Soft Whiskey for years.) But if anyone had told us, 2 years ago, that we’d be selling in such fantastic volume, we’d have laughed. Who could have believed people would actually bring our ads into their liquor stores to make certain they got “this Soft Whiskey stuff”. Don’t you underestimate the power of Soft Whiskey” either. It’s 86 proof. And does anything any 86 proof does. It just does it softer. Calvert Extra goes down easy. It sort of swallows softly but carries a big stick. While we’re at it, one way we soften Soft Whiskey is by doing some distilling in small batches as opposed to large. The second and third way we’ll leave unmentioned. The other distillers will have to find a Soft Whiskey without our help. If they find it, more power to them”.
Source: April 20, 1965 Look magazine.
