Going through some of my files, in search of an answer to a question from a friend, I came across some early examples of Michter's advertising. These represent the era where Lou Forman envisioned Michter's as the "soft" whiskey a refined gentleman over 40 may prefer. While there is much Pennsylvania Dutch flavor to the advertising, it was clearly also a product of it's era- when people were looking for "smooth" or "soft" whiskies. This was the era of blended whisky, Canadian whisky, gold rum, and vodka. You had to cater to the masses looking for easy sippers, versus today where people are looking for strong flavors and higher proofs in their spirits.
Below we see three early examples of simple black-and-white advertisements.
Changing gears to 60's-70's lounge culture, we have this little drink recipe book:
These are promotional advertisements for distributors:
Lastly, an awesome photo postcard of Michter's first glass
bottles. These were directly styled after Jack Daniel's and Jim Beam
bottles of the era:
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