Throwback Thursday: Cocktails of July 1964

No need to ask how we acquired a copy of the July 1964 issue of Playboy; just know that we have it. Stop your imagination right there! We’re way more interested in the advertisements and one article in particular that have absolutely nothing to do with what the publication is actually known for. Right. Now that we’ve cleared that up…

Flipping through the pages of this vintage issue we stumbled upon quite a few old school liquor ads and thought it would be fun to show them off while comparing them to the same brands that rest in our inventory closet. So take a step back in time and enjoy!

Two pages in and there’s a full page ad for Rose’s Lime Juice–a staple for a full bar! It’s sultry and bold, daring regular martini drinkers to lighten up in the summer with a Gimlet cocktail (Simply gin or vodka with ice topped off with lime juice). We have dozens of bottles of this on deck. The only difference from the 60s? Plastic instead of glass.

         

What kind of playboy doesn’t mind a few party tips? The next ad boasts Bacardi Rum and how to make A LOT of it. By a lot we mean 432 servings! Due to the easy-to-read formula guide for different amounts, we’re thinking this ad might have inspired plenty of bashes back in the day. The text finishes off with a tip: “The original daiquiri was made with Bacardi–the best still are. Impress your friends by pointing this out to them.” Noted.

         

Moving right along we find another full page spread dedicated to Johnnie Walker Red. Don’t tell their marketing crew that you found another scotch that is smoother than theirs…they’re pretty confident JWR is it! The ad makes us wonder how we here at Liquid Catering define smoothness. From what we can tell, the bottle design hasn’t changed much except for Johnnie facing the other way.

         

A feature article in this issue is all about summer cocktails. We’re getting thirsty just looking at the photos. Mostly, there is talk of how to properly mix a good spritzer and a decent list of recipes. (If only we had eggs here at the office to sample the Creamy Screwdriver!) There’s also a lengthy description of how to serve cocktails at a party. They really touch on creating big batches and serving in large bowls to avoid the host or hostess from frequently mixing and to create a “center of attention from which all fun radiates.” Funny how this was a new concept!

Last but not least, the magazine ends with an advertisement for Gordon’s Gin on the back cover. Yup, we use this one too. Apparently the first gin & tonic was created by an English colonel in the heat of the sun. The ad suggests he probably used Gordon’s. Hmmm…either way what a wonderful invention!

         

Well, that’s been our Throwback Thursday blog! We found some other fun vintage ads in the Playboy issue promoting both Heineken and Colt 45. Out of all the aforementioned brands, which is your favorite?

*Click on an image to enlarge*