I like some of these industry group advertisements. Often introducing how to use their products. That was a lot more common back then. It talks about wine in general, but slips in Californian wines for "the most discriminating households." I found this in my copy of Life Magazine Oct 7 1940.
by roryl
4 Comments
Basil Rathbone. Grantland Rice. They knew fine wine before I was born. And I’m old.
Well developed, true to type AND inexpensive? California needs to take a lesson from itself
You know, the American wine industry has actually done a pretty great job promoting itself since the US is one of the few places where wine consumption per capita went up like, 60 years in a row.
And I won’t even chalk it up to low base rate, since places that didn’t even drink much wine like China saw declining consumption
I love the line “It particularly compliments my guests nowadays when I serve wine at dinner.”
Is the wine telling the dinner guests that they’re attractive, or that they have a great sense of humor, or maybe great table manners?