Vintage Ad Archive: The Drinks Of Thanksgiving!

TgivingHeader
TgivingHeader

There's a chill in the air.The leaves have fallen from the trees.We're hurtling headlong into the final stretch of the year, and Thanksgiving is upon us once again, kicking off the holiday season in a giant burst of family, friends, and food.It's a time of gathering with our loved ones, and taking a few moments to count our blessings before sitting down to dinner.There's ears of corn hung on the door, the table is piled high with delicious dishes, and the wine (and other libations) flow freely.

All this means it's time for me to pre-heat the oven, grab a cup of coffee, throw some Christmas records on the ol' Hi-Fi, and assemble a few of my favorite Thanksgiving-themed advertisements from years gone by. And though I could've filled page upon page with different takes on the topic, I've settled on presenting images that focus on the elements of the occasion that I hold most dear: the sense of togetherness, the moments of reflection, and of course, the vast array of delicious edibles and drinkables!

United States Brewers Foundation, 1950
United States Brewers Foundation, 1950

The "Beer Belongs" series of ads was launched in the 1940s by the United State Brewers Foundation, a trade organization with the goal of promoting their product as a sensible, everyday alternative to hard liquor.  And the all-American family spirit of Thanksgiving was a perfect match for their message, as evidenced by the fact they created numerous variations on the same theme over the course of a decade.

A number of breweries also created Thanksgiving-themed campaigns, filling ads with scenes of  sumptuous dinners, presenting their beverage as a vital component of holiday gatherings.

Not wanting to be left out, Guinness got in on the act too – after all, what pairs better with a fifteen course dinner than a nice heavy glass of Irish stout?

Guinness, 1937
Guinness, 1937

Rheingold even sent their spokeswoman out into the field as a double agent.  Her top secret mission: befriend a poor unsuspecting bird, and after winning his trust, maneuver him into position for his untimely (and delicious) demise.

Rheingold, 1945
Rheingold, 1945

Not wanting to be left out in the cold, American vintners also launched holiday promotions, presenting wine as the ideal accompaniment to a Thanksgiving feast.

Wine Advisory Board, 1942
Wine Advisory Board, 1942

But when it comes to Thanksgiving tie-ins, Whiskey companies reigned supreme, coming up with innumerable different ways to incorporate the holiday into their advertising.

Personally, I've always found Bourbon and Rye to be essential elements for any festive gathering.  They're delicious and versatile, able to be enjoyed by themselves, or used as a component in all manner of delicious cocktails.

Four Roses, 1935
Four Roses, 1935

In fact, that one above seems like it has potential...  I guess I'd best wrap up this stroll down memory lane, head out to the liquor store, and stock up all the appropriate ingredients.  (After all, I should be sure to test out the recipe before guests start arriving!)

And on behalf of all us here at Alcohol Professor, I'd like to wish you and yours a safe, healthy, and happy Thanksgiving!