(1899) the liquor book

8/9/2019 (1899) The Liquor Book

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THELIQUOR-BOOKBy CHARLES AUSTIN BATES


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The Liquor Book*No.

Issued to

Tlie eoiujili'te service wliicli tliis hook I'anios with it will liegiven on deiuand at any time after the full subscription price,twentj--flve ($'25.00) dollars, has been received by the Charles AustinBates Syndicate.

This service is coverinl by the coupon lH)()k which accompaniesthe Lii(iiiir IJook. Each coupon liook contains:

I Coupon entitling the iiolder to a letter of criticism andadvice.

1 Coupon entillinf4 the holder to a plan for changing fromcredit to cash.

1 Coupon entitling the holder to receive the monthly paper." (loou Ai)Vi;HTisrN(4." for one year.1 Coupo'i entitling the holder to book of store rules such

as are used by leading houses.1 Coupon entitling the holder to " Thk Show Wini)0-\v"

(monthly), for three months.225 Coupons, each entitling the holder to purchase one single.

or half column, wood base cut at sixteen (1('>) cents andjiostage. Or to double cohimn, or metal base cuts at thecost stated on the following i'agt>.

Ordy a |>art of tlie cuts shown in this hook are made in thedouble c(dumn si/e. If you want douhle column cuts we suggestthat vou llrst semi fiu' liic nuniheis of those made in tliat size.


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This hook ,111(1 its aocompanj'ingcûponB are sold and shippedill onl.v oiH' \v;iy l>y ('. O. 1). express, all charjêsi-ollec't, or payment ^"^'"T^may Ih> sent in ailvaiicc in wiiicli case llic book will l)f> spiil by mail, j^_ >f[iDstaiic paid. Thf* cx'lra.ordiiiary privileges we extend to our siib-scriiters make it absolutely iuipossii)le for lis to burden ourselves ftlu(L'witli tlie detail oj' bookke(î)ing, colleetioiis, ete. C^"t^'"~-C

The coupons which i)ermit tlie purchase of single or half column >wood liase cuts at sixteen cents and fou)' cents postage, also entitleihe holder to single and half column metal base cuts at twenty-five(eiits and twelve cents postage, to double column wood base cuts at


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THE

LIQUOR BOOKEDITED BY

CHARLES AUSTIN BATES

NEW YORKThe Charles Austin Bates Syndicate

1899


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Copyright J 899The Charles Austin Bates Syndicate


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^30'^'^ r

Advertising a Liquor Store*The averag-e liquor store neg-lects almost entirely one

of the most profitable branches of the businessthefamih' trade.

The liquor store that is satisfied with the trade thatnaturally comes to it overlooks a very fruitful and profit-able field. If a man is satisfied to sit quietly on hisparticular corner and take what trade comes to him, itis safe to say that he will never amount to much in thebusiness, comparatively speaking-.

Of course if a man sells g-ood liquors, has an attractiveand pleasant store and treats his customers properly hewill, in course of time, build up a profitable and measur-ably satisfactory business.

The ambitious and energetic man, however, shouldlook for something more than neighborhood and tran-sient trade. He should not be satisfied with servingpeople well who come to him, but he should try to bringpvople who would never think of coming, or bring themoftener than they would naturally come.He can do this through the right sort of advertising.Of course, he must have the right goods and the rightsort of store and be able to serve his patrons with what-ever they wish and to please and satisfy them in everyinstance. That is pre-requisite to success in any line ofbusiness.

Having the right store, the right goods and the rightlocation, any liquor dealer can build up a very handsomebusiness by advertising a business which he would nototherwise get and which perhaps nobody else would get.A certain percentage of the population knows thatit wants liquors and is going to get them. A far greaterpercentage does not know what it wants in the line of


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4 THE LIQUOR BOOK.liquor and wouldn't know what to do with it if it had it.

You can g-et the trade of both these classes by talking-to them in the right V7a.y. The rig-ht waj^ is not thevague, general style of advertising-. Don't expect to g-etbusiness by printing- 3'our name and address and simplyadding-, "Fine wines, liquors and cigars."

Nowadays, you have to tell people precisely what youhave to sell, how and why it is g-ood, and what the priceis. Take the public into 3'our confidence full}-. Telljust why 3'ou are able to serve them satisfactorily andwhy it is 3'OU can g"ive them the best goods at a money-saving- price.

The most important thingin the liquor business isthe perfect purit}^ of your g-oods. Alwa3's harp uponthat point and never fail to make it emphatic in all youradvertising-.

Tell people how long- you have been in business, howwide your experience has been, and make it plain to themthat you know what the best liquors and wines are,where they are to be secured, and how to buy eco-nomically.

Tell them all about your leading- brands of whiskey,gin, wine, etc., where they come from, how old they are,and how you know they have no superior. Tell themthat you buy 3-our liquors onlj- in original packag-es, andwhen liquor comes from the bonded warehouse, alwaysmake mention of that fact and point out that its age andpurity are g-uarantced b^^ the United States Government.

Tell them that everything they buy of you goes tothem just as it came to you, without any adulteration,blending, fixing- or anything- of that sort.

Point out all the details in regard to your port, sherryand other wines, just as you do in regard to your whiskeyand other liquors.

If 3'ou care to build up a bottle trade in beer and aletell what sorts you handle and all about them. Make


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THE LIQUOR BOOK. 5people understand that you know that your beers arebrewed from pure malt and hops under conditions ofperfect cleanliness, and that they have no superior eitherin point of flavor or healthfulness.Do not try to advertise your whole store and every-thingin it at one time. Take one thing, or one or twothing-s of the same character, at a time. Tell all aboutthem and then stop. Leave other thing-s for other times.

Always state in your advertising the prices of theg-oods, and state whether you deliver them free or other-wise.

If your store is located centrally you can profitablyuse all the newspapers, or all the g:ood newspapers, intown. If you are not centrally located there is probablysome one or two papers which cover pretty thoroughlyall that section of the town which you can reasonablyhope to bring to your store.

Unless you are in a very large city, you can afford touse the paper which is most widely read in your vicinity.In a large city, of course, the advertising rates of a news-paper are so high as to seem almost prohibitive, but evenif the rates are high you will find it will pay to use asmall ad even if you can only do so once or twice a week;that is, of course, if you advertise wisely.

Under no circumstances run what is called a "stand-ing card" in a newspaper. If it does you any good at allit will be almost miraculous.

Whether your business is in a large city or a smallone newspaper space is too expensive to waste by puttingyour name and address in it and letting it stand. Neveruse the same ad in two successive issues of the samepaper. Change it every time.

In every ad devote your space to the description ofsome one thing and give its price. Urge people to giveit a trial and tell them that if they do not find it preciselyas represented you will cheerfully refund their money.


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6 THE LIQUOR BOOK.Do not fall into the common error of telling- people

that you sell all kinds of g-ood brandies, whiskies, g"ins,wines, ales and beer. They probably know that already.If they don't, there is nothing- particularly interesting- init, anyway. Nobody is going- to come or send for allthese thing-s.

Pick out one thing- and harp on that. If you advertiseport wine, for instance, and praise it up to the skies, youwill catch the attention of a certain number of peoplewho want port wine, or will think they want it whenthey read your ad.

You can catch the trade of some of the people whoare in need of the article you offer, but if j'ou offer every-thing- at once, you will scatter your shot so widely thatyou won't hit anybody at all.

If you can afford the space, always use a cut in 3'ouradvertisements. This is the ag-e of cuts in advertising-and in a newspaper where cuts are allowed the ad thatis not illustrated stands a prett}' slim chance of being-seen and read.

On the other hand, if you have an attractive cut youare sure of catching- the eye of nearly ever3'bod3' whoopens the paper, and when you have once attracted theirattention the chances are that the}- will g-o on and seewhat it is you have to say.When it is possible to do so, use cuts that have someconnection with the article you are offering-, or withliquors g-enerally. Make your talk as terse and simpleas is possible. Do not think that it is necessary to uselong adjectives or pompous phrases. The best advertis-ing is always the simplest

Plain, frank, sensible statements carrj- convictionwith them. The shorter and simpler your statement isthe more likely people will be to believe it. When ^-oucommence to cover up what you have to say with big-words and extravag-ant statements, just that moment


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THE LIQUOR BOOK. 7people will beg-in to have doubts about your truthful-ness.

Use space enoug-h to properly display all you have tosa}'. Be careful not to crowd your space. People aretoo busy, nowadaj-s, to read fine print in advertising-.They will almost invariably skip an ad that lookscrowded and hard to read.Upon this question of display, 3'ou should bear inmind that g-ood display does not necessarily mean big-type. It all depends upon the surrounding-s of the ad.If the newspaper in which you advertise uses a greatdeal of big-, black type, and if the ads around you aredisplayed in that manner, 3'ou will g-et the best effect byhaving- your ads printed in light, clear t3'pe with noblack display whatever, but with plent\' of white spacearound it. A light, white ad of this kind stands outwonderfully when it is surrounded with ads which arefull of big-, black type.On the other hand, if the advertisers in your paperdo not use much heav}- display tj'pe, you will g-et the besteffect by using- the heaviest headlines you can consistentlyuse. Get 3'our display all into the headlines of yourads. Do not run display lines all throug-h them, as itspoils the appearance of the ad, uses up valuable space,and discourag-es perusal.

Have the body of the ad all set in one kind of tvpewithout any display unless it is the name and price ofthe article you are offering-. When it is possible g-et thename of the articles into the heading-.

Do not make the common mistake of displaying yourname too heavily at the bottom of the ad. Manyadvertisers have their names set up as large, or evenlarg-er, than the headline. This is all wrong-, and a sadwaste of space.

It is a g-ood plan to have the name in the same kindof type as the heading-, but much smaller. People are


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8 THE LIQUOR BOOK.not interested in 3'ou, but in what you have to sell.Therefore, you want to make your goods prominent andnot your name. If what you offer is tempting enoughpeople will find j-ou no matter how small the size of thetype in which your name is set may be.

The three ads reproduced here are samples of strong,clean display which almost an}' printer can duplicate.The ad of J. W. Seymour & Co. is a good example ofa double column ad with a cut and a rule border. Therule around the ad holds it together and makes itprominent. The only fault with this ad is that the typein which the name at the bottom is printed is altogethertoo large. If it were only half as large it would lookmuch better and valuable space would be saved.

The ad of C. H. Edison & Co. is a good example ofof clean, economical display. The ad looks well and nospace is wasted.The ad of L. H. Thomas illustrates another goodmethod of using a cut and a border. The heavy type inwhich the heading is set draws attention to the ad atonce and greatly increases its effectiveness.


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THE LIQUOR BOOK.

GOOD JUDGESof wines and

liquors are our bestcustomers. We ^ottheir custom by ourlow prices. We holdit by the excellenceand perfect purityof our jj^oods.Everything thatcomes from us is ina state of perfectpurity, of just theright age and of full strength. We do

not adulterate or blend our goods in anyway.We give you just what you want, justas you want it and at the least possibleprice consistent with the high quality.

You can't be too careful in choosing yourwines and liquors and you must agree thatit pays to buy on the safe side.Buying of us means perfect safety andsatisfaction as well as economy. Giveour goods a trial and we are confident wecan make you a steady customer.

J. W. SEYMOUR & CO.


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10 THE LIOUOR BOOK.

LET US SERVE YOUwith whatever you may need inthe drinkable line. We deliverg-oods free to any part of thecity and make a specialty offurnishing- families with wine,ale, beer and table drinks ofall kinds.Your favorite drink is sureto be here and you enjoy yourmeals so much the more on ac-

count of the knowledg-e thatyouhave the best and purest drinkthat money can buy.We personally g-uarantee theperfect purity of all our oroodsand our prices are always rea-sonable.

C. H. EDISON & CO.


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r THE LIQUOR BOOK.'%/%^%^%/%^%/%^%/%/%/%.'%/%.'' 11

t

Good,PureBeer

is much more a necessitythan aluxury. It is not only a refresh-ing and invigorating drink, but it isan aid to digestion and perfect health.The healthiest people are beerdrinkers, provided, of course, theydrink pure beer.

We want to emphasize the fact thatwe sell only the purest, best and mostwholesome beer and that we guaranteeit to be brewed of the finest materialsand under the cleanest and most whole-some conditions.We would be glad to have the chanceto deliver a case of beer at your resi-dence and have you give it a trial.We feel sure that if we once got youto give it a trial our beer would alwaysbe on your dinner table hereafter.Drop us a postal card and let usdeliver a case.

L. II. THOMAS.4'^^%^%/%^%^^^'%^%^%^%^%^'%^^


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12 THE LIQUOR BOOK.Aside from newspaper advertising-, the liquor dealer

will find in circulars a very profitable medium, providedthe circulars are prepared and printed as they oug-lit tobe. Don't use anything- cheap or shoddy or unattractive.If you can't have the best don't have any. Use nicepaper, nice cuts, and employ the best printer withinreach.

If you send circulars throug-h the mail enclosed inenvelopes it is best to send them sealed under a two-centstamp and with nothing on the envelopes to show wherethey come from. They will then bear the appearance ofa personal letter and will receive attention.

The ordinar}^ circular sent under a one-cent stamphas become so familiar that it is apt to be thrown awaywithout even being glanced at. If you want to send outmatter that will cost but one cent for postage get upsomething odd and unique in the way of a folder or card.

The value of pretty booklets is great. It will pay3'ou to get up a handsome and attractive booklet fromonce to two or three times a year. Of course the bookletshould be well written and made as interesting as it canpossibly be. It should be well illustrated, too, and havea neat, colored cover.

Try to tell in these booklets all the facts about yourbusiness that will be likely to interest the public and seethat one gets into the hands of everybody whose custom3'ou have any chance of getting. If the booklet isattractive enough and its contents are sufficientl}' interest-ing it will be preserved indefinitely and will serve tokeep you and your business in the minds of the public.

In this mail matter always describe the goods full}-and give the prices. When possible, devote each pieceof matter to one particular article. If you want to takeup several things, have plenty of space in which to do itand display the name of each article as you go along, sothat if a man is interested in gin, for instance, his eye


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THE LIQUOR BOOK. 13will strike the para^-raph devoted to gin and he will belikely to read that even if he reads nothing else.

In every packa^re that leaves your store there shouldbe some piece of advertising: matter enclosed. Have onhand a stock of little folders devoted to various articlesand slip one into every packa-e. Don't put in a lot ofthem. Put in one and see that it is attractive and daintyenoug-h to be preserved.

I have before me a piece of advertising: matter ot thiskind, intended to be enclosed

with packa^res, that comesfrom a Buffalo liquor dealer. It is a folder about 5 in. x3 in wdth a cut on the front pa^^e and one on the back.It is printed in two colors, on li-ht green, deckle-edgedpaper. It is entitled -Ye Olden Time Blackberry Wine,"and inside it reads as follows:

"Blackberry Wine that is made right and kept rightis not only a pleasant, delicate

and refined beverage, butit is better than medicine for the dyspeptic, invigoratingand strengthening to the aged, and invaluable to theconvalescent. Its curative properties in cases of dis-orders of the stomach and bowels are well known.

"I have a fine, old, pure Blackberry Wine that con-tains but the pure juice of an especially cultivated black-berry and the best of granulated

sugar. It contains nochemicals or compounds, nor is any alcohol used m itsmanufacture." It is made in the good, old, honest way.

"For a table wine or after-dinner drink it has nosuperior It never loses the delicious flavor of the berry.

'' I fully o-uarantee this wine to be everything it isclaimed to be, and to withstand chemical

tests as to its

^"""^To advertise this wine I sell it at my bar at fivecents a large glass. __

"Full quart bottles 50 cents, or bl./o a gallondelivered free to any part of the city."


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14 THE LIQUOR BOOK.Now, this is exactly the rig-ht kind of talk. It is

devoted to one thing and it tells all about it. I do notsee how it could fail to interest ever3-bodv who isinterested in Blackberry Wine and it seems as if it mustsell a Tot of wine to people who have never before under-stood how g-ood blackberr}- wine is, and how useful it isto have in the house.

Just before Thanksg-iving- and just before the holiday'syou have an excellent opportunity to do some goodadvertising. Cover 3'our section thoroughly with adver-tising matter telling the people just what thev ought tohave to properly supply the holiday table, and just whythey should buy these things from 3'ou.

Tell them just what wines they should have and howthey should be served. Tell them what sort of punchesare the proper thing for holidav festivities and how tomake them. People will welcome this sort of informa-tion.

There are an^- number of people who haven't theslightest idea as to what wines are proper with certaindinners and with the different courses, nor how theyshould be served. Lots of people in your vicinity wouldserve wines and make mixed drinks and punches fortheir guests if the}- only knew how to do it. But theydon't know and are afraid of making mistakes.

If there is anything about this subject 3'OU don'tunderstand yourself, by all means find out. Post your-self thoroughly upon the subject. Find out just whatwines are considered the proper thing on all occasionsand master every detail as to their proper serving.Learn also how wines should be handled in cooking aswell as on the table. Then tell the people all about it.

Get up a little booklet, for instance, on the subject ofsherry. Tell people what it is and how and when itshould be served. Tell them, also, with what dishessherry should be used in cookintr. Give them all


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THE LIQUOR BOOK. 15the recipes you can g-et hold of in which sherry is men-tioned.

This will interest a great many women who do notknow how sherry should be used and they will all beanxious to try it.

Always wind up, of course, with a strong- statementof the fact that their cookery will be a failure if any butthe best and purest sherry is used, and that your store isthe place to come for it.

Constantly warn people ag-ainst the dang-ers of impurewines and liquors and dwell upon the mortitication whichthey will be sure to feel if they serve their g-uests withany but the best.

If you carry on an educational campaig-n of thischaracter and tell the people all about the different g-oodsyou are pushing- and precisely the way in which they areto be used, there isn't the slig-htest doubt but that youcan build up a very profitable trade which would other-wise totally escape you.

There are in your vicinity scores upon scores offamilies who seldom use liquors, wines or beer but whohave no particular prejudice ag-ainst them. The troubleis that the}' do not know anything about them. Theydon't know how to -'make mixed drinks or how to servethem. They don't know what wines should be servediced and what wines should not. They don't know howto make punches or anything- of that sort.

They don't know the importance of having- some good,pure liquor in the house. They don't know how refresh-ing-, invig-orating- and healthful g-ood beer is with theirmeals or just before retiring-. Your business is to tellthem all these things.

Don't try to tell them the w^hole story at once. Tellthem about one thing- and then wait a while. Then tellthem about another and be sure you exhaust the subjectwhile you are about it.


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16 THE LIQUOR BOOK.Do this in the rig-ht way and 3'ou will arouse the

interest of the people and bringthem to your store.When they g-et to your store be sure that they findever^vthing- just as you have represented it.

Give them the best of everything^, just as ^-ou promisedto do, and never sell the family trade anything you arenot perfectly sure about.

In order to build up such a business as I am talkingabout, you must have absolutely and positively the veryfinest, choicest and purest of everything-. Otherwise,you will make a dismal failure out of it.

It pays in the long run to sell nothing- but the bestand the man who g-ets the reputation of keeping- the bestand g-iving his patrons satisfaction or their money backis on the road to success.

Keep your store in a condition of perfect cleanlinessand make it as dainty and attractive as 3'ou can. Haveemployes who are clean, well dressed, intelligent andpolite and see that they treat everybody just as ^'ouwould treat them yourself.

Allow neither misrepresentation nor discourtesy.Make 3'our employes show people the thing they wantto see without urging them in any way to bu}'. Tellthe facts about your goods and let them buy or not, justas they choose.

Another thing-have 3'our store so arranged that ifyou have a bar people who come to buy goods in bulkwill not have to come in contact with it unless theychoose to do so.


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Ready=Made Adsfor Busy Merchants

The following- pages of ready-made, illustrated ads will be foundinvaluable. They are so variedthat something- appropriate willbe found for almost any occasion.You can use the cuts with thematter as shown, or the cuts with

orig-inal matter of your own.Ag-ain you will find the ad matter,with or without alterations oradditions, suitable to use withoutthe cuts if 3^ou desire. All sortsof combinations of cuts and mattercan be made.When 3'ou want cuts, orderthem by nwnher only. .The pricesand postage rates appear on insideof front cover.The ads are printed on one side

of leaves only, with plenty of roombelow them, so that you can addprices, signature, etc., and thentear out the page to send to theprinter. Thus the preparation ofa daily or weekly ad of the verybest kind is a matter of only a fewmoments' work.


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No. 1025.

Good Claretmakes a feast of the

plainest dinner. It is the table wine par ex-cellence. Good for spirits and digestion.Especially good in summer with ice or min-eral water when ordinary water is unsafe todrink.


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No. 1034.

It Will Do You Good.A little drink of pure liquor taken just

before you go to bed will do you good. Youwill sleep much better and wake up feelingthoroughly refreshed. We have just theliquor you ought to have at prices that willmake purchasing easy.


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No. 1035.

The Things You Seeafter drinking poor

liquors are sometimes very unpleasant to saythe least. Avoid such consequences bydrinking pure, wholsome liquor such as youare always sure of finding here. If youaren't one of our regular customers come inand we will make you one.


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No. 1041.

A Good Tonic.Pure rye whiskey is better than any

patent medicine. Our rye is rich, mellowand fruity-flavored. It puts new life into atired body and strengthens the entire sys-tem. It's the purest on the market.


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No. 1054.

Invigorating And Pure.Whiskey is the best

medicine for over-worked brains and bodies.It nourishes and refreshes the nerves, aidsdigestion, and strengthens the whole system.It's the finest thing on the market.


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No. 1113.

Drink Fine Old Portrich and mellow and fruity

flavored. A tonic, a strength builder, ablood maker.Wholesome alike in sickness or in health.A good, honest, hearty wine, that makeslife worth living.Our own "perfectly pure port," five yearsold and fuUv guaranteed, sells at


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No. 1127.

Pay Enough.Low priced things are not always cheap.

Low prices are sometimes deaily bought.There's such a thing as " extravagent econ-omy "that means saving on the price atthe cost of quality.We sell good, pure liquors just as low asit is possible to sell them. We won't sellthe other kind at any price.


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No. 1132.

It's Hard Workto do housework and

women require a little stimulant now andthen as well as men. Keep a case of beerin the house so that when the ladies feel likeit all they will have to do is to help them-selves The price is low and such a famousbeer as the is worth many times whatit costs.


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No. 1149.

Do You Like Egg Nogg ?You'll like it all the better if you use the

very finest ingredients. That means ourbrandy, rum and sherry. They are pure,wholesome and palatable.

Price list on request, or better still, come


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No. 1150.

Turn Over A New Leaf.Drink only the best and purest wines." Best " doesn't always mean highest priced.

Doesn't mean it at all if you buy here.\Ye have never handled a wine that we

could not guarantee to be perfectly pure.We take as little profit on it as good busmesspolicy allows, and as a result our prices arealways reasonable.


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No. 1151.

The Bible Says" Drink no longer water,

but take a little wine for thy stomach'ssake."

But it must be pure wine. You can't betoo careful in its selection. The safe way isto buy only at the best place, where thedealer's guarantee stands back of every drop.It is so with us.


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No. 1175.

Sprightly Peopleare always popular anddeservedly so. Nobody has any use for dull,

slow people who have no spirit or energy.When you feel dull and tired take a littlestimulant to liven you up, tone you up andmake you feel that life is worth living.Come to us for it and you will always besure of getting the best and purest thatmoney can buy.


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No. 1229.

This Is The Seasonwhen everybody feels

the need of a stimulant. Don't think be-cause you feel languid you are on the vergeof the grave and don't dose yourself with allsorts of medicines. Take a littlewhiskey when you feel the need of it and itwill tone up your entire system and makeyou feel like another person.


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No. 1234.

If Your Mirror Tells Youthat you are getting thin

and run down don't think that you have gotto take a whole drug store in order to renewyour health and vigor. A little good whis-key taken three or four times a day is one ofthe best of tonics and strength builders. Ifyou want to prove this get a bottle of ourRye and take it in this way and notethe result.


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No. 1299.

The Best Of All." All whiskey is goodbut some is better

than others."There is one whiskey that is the best of

all whiskies. It's pure, wholesome andhealthful. It is strengthening, invigorating,and without harmful effect.


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No. 1300.

Take A Night=Capof our famous old-

whiskey if you want sound, dreamless sleepand thorough refreshment. It has no equalfor purity and delicate flavor. It is just thesort of whiskey a discriminating man likesand the price is only


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No. 1301.

Even a Wooden Indianwould be pleased by the

snappy taste of the whiskey we have forsale. You can't get better, because betterisn't made. If it was, we'd have it our-selves. It is fine and pure, and containsstrength and life for anybody who uses it.


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No. 1302.

Ask Any Manwho is a judge of good

liquor and he will tell you that our reputationfor the finest goods at reasonable prices isnot excelled by anyone in the city. And ifyou want to see how true it is give us a call.


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No. 1303.

World=RenownedWhiskey is famous

the world over for its excellence and health-giving qualities. It will make a sick manwell, and while making him we 1, will givehim strength to continue his work.

It does this because it is the bestthepurest the finest on the market.


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No. 1321.

That Tired Feelingis unavoidable, but if

you knew how easy it was to overcome youwould refuse to suffer from it. A little goodwine or a bottle of pure beer is the best thingin the world to brace you up and set youright.We make a specialty of furnishing familieswith pure wines and beers for family use andwe would like to have your name on our list.


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No. 13'?^.

When You Go Homefrom a shopping or call-

ing trip how often you wish you had a re-freshing drink. Why don't you keep a little

in the house to use on such occasions ?We can sell you the very purest and best atonly a quart, and there is surely no ex-cuse for going without when such goods canbe bought at such low prices.


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No. 1:579.

Keep Your Good Looksand your youthful ap-

pearance by that best of medicines, Old TomGin. It has a practically beneficial effectupon the system, and for women particularlyis a highly valuable medicine. If you giveit even a short trial you will be surprised tonote its beneficial efifect.


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No. 1418.

The Picture Of Healthis a very attractive pic-

ture to gaze upon and one that is seen nonetoo often. The Germans are the healthiestlooking people in the world and you knowwhat beer drinkers they are. Just such pure,perfect beer as they drink can be deliveredto your home at a very low price and thereis not the slightest doubt but that it will addto your health, happiness and personalappearance.


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69/439

No. 1429.

Before And After.Give our Old Tom Gin a thorough trial

and you will notice a remarkable improve-ment in your appearance. It is the best ofmedicines for women and is much safer andmore wholesome than many of the so-calledremedies. Our Gin is unsurpassed for it&purity and is fully guaranteed by us.


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71/439

No. 1509.

The New Womanknows a thing or two.Who ever saw a new woman who was paleand thin ? Rich Port Wine, pure and in-

vigorating, will build up a woman quickerthan anything else. It is Nature's owntonic. It fills out hollow cheeks and thusdrives away wrinkles. It stretches thenerves taut, and makes the eyes bright. Itgives permanent strength and health.

Ours is perfectly pure, it is not adulteratedin any way, and tastes like cool crushedfruit.


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73/439

No. 1559.

We Prescribeour very healthful wines

and liquors both in cases of sickness and asa beverage. Taken when ill they will makeyou well and taken when in health they willkeep you healthy.


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75/439

No. 163:3.

Anything You Want.Whatever you may want from champagne

to beer you will always be sure of findinghere in wide variety and at exceptionallylow prices. Whether you want wine for aparty or beer for table use come to us for itand you will always be perfectly satisfiedwith the result.


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77/439

No. 1783.

Dewey Did Itby being ready and byhaving nerve enough to go ahead. That's

what is required in business life as well as manything else -the right sort of preparationand the pluck to go ahead. If you want osee how this particular work is applied tothe liquor business give this store a trial.We have the right goods and courage tomake the right prices.


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79/439

No. 3000.

" Your Health And YourFamilies."

Every one is familiar with Kip \^anWinkle's famous toast. If you drink it inour whiskies, brandies, rums, or wines pur-chased from us, it is doubly pleasant, for thereason that you are certain of their qualityand their flavor speaks for itself. If youimitate Rip and go hunting or fishing thesewarm days, let us fi.\ you up with a supplyof cooling drink.


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81/439

No. :{001.

A Bottle Of WineWith Dinner

will make a thin man,stoutera weak man, strongerand a sickman healthier. All good wine contains iron,and a doctor will tell you that iron is thebest of tonics, and the best of blood makers.He will also tell you that a bottle of winewith dinner is the pleasantest way to takeyour iron.We keep wines at prices to suit all purses,and guarantee that the cheapest as well asthe highest-priced, is absolutely pure.


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83/439

No. 3002.

^,,U!b':


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85/439

No. :500;i.

It's Really Surprisingthe amount of good a

pure wine will do a man, woman or child.But be sure it is goodthat's the most im-portant thing. Bad wine is very good ifyou want to be ill. In case you've beenusing bad stuflf the only way to do is to getsome good stuff from us and get well.Prices are right. Goods are right.


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87/439

No. ;50()4.

There's Strength In It.

There's health and beautyin it for every

man, woman and child living.\Vhiskey will make strong the weak-est porson-with a strength that will last.It will pick you up off the ground and startyou in the right direction. It will make theblood clean and strong. It will put you incondition to do vour part toward makmg theworld move. A person's capacity for enjoy-ment is measured by their physical conditionThe use of for a short time will workwonders. It is carefully prepared and freefrom all adulteration.


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89/439

No. 3005.

Get Richbut first get strong.

Everything is possible to a strong man orwomannothing to the sick. There aremany ways of gaining health and strengthbut the quickest, safest and most economicalis the use of Whiskey It is perfectlypure and clean-if it wasn t it wouldn t doeood, and it has done thousands of men andwomen good. It has filled out the hollowsin their cheeks, brightened their eyes, putsound, healthy flesh on their bones ; swal-lowed the wrinkles, and filled the whole bodywith strong blood and energy. It is like acrutch which supports while the broken legknits.


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91/439

No. 3006.

The Sick Man's Shelterhis haven of rest, re-

lief from pain and that horrible enervatingfeeling that robs the body of strength anddesire to work, and makes it a heavy burdenfor the brain to drag around. Whiskeyis the door to health. It will put you incondition to do good workto get rich.Few weak men accomplish anything. Therehave been a few great men who were weakand sick, but how much greater they wouldhave been had they been strong. We guar-antee every drop we sell to be pure to bea drop of strong health.


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93/439

No. :{007.

As Good As A Horse.You will find as good as a horse.

It will carry you over the rough roads ofweakness into the smooth path of health withastonishing rapidity. It is not expensivebut we charge enough for it to be sure it ispure. If you go below this price, you arebuying very little grape juice and quite agood deal of hard alcohol. It is the purityin a wine that strengthensbeware of adul-terations. Come here.


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95/439

No. 3()0S.

A Shandy Gaffis a great summer drink.Take a large glass and mix in it half a glass

of cool ale and half a glass of cool soda.The ale must be goodand it must bebought here or the drink won't be a success.We guarantee every drop of liquor we sellto be the very best and purest on the mar-ket. We found out long ago that we couldmake the most money by being perfectlyhonestand we are perfectly honest.


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97/439

No. :W09.

A Friend In Need.There is no greater enemy to weakness

than Whiskey. It has proved effi-cient where doctors and their medicines havefailed. It will make the strong man strongerthe weak man strong. But to do good itmust be good. Cheap whiskey is adulteratedin a way that would make people's hair riseif they knew what they were drinking.The whiskey we sell is as pure as it ispossible to get it. We don't say that youcan't get the same stuff anywhere else, butwe do say that anywhere else you will-paymore for it.


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99/439

No. 3010.

A Household Guard..porter is without exaggeration thevery best tonic a woman or child could take.

It is better than 50 doctors and 50 prescrip-tions The good it does is apparent in looksas well as feeling. It clears the skin, makesit brio-ht. pink and clear. It brightens theeyes -it brightens the brain. It makes lifeseem worth living to the nervous, wretched,weak little woman who takes it it its^We sell none but the purest. If we didn'twe shouldn't preach purity.


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101/439

No 3011.

It's Good.Yes. it is goodit is so very good that it

hurts the sale of our higer priced wines.For all that, we don't intend to raise theprice.We shall still sell for $quality, as high, pure and wholesome.


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103/439

No. 3012.

It Will Carry Youstraight through to

health and happiness, without any stops.Thousands of bright women owe their healthand consequent beauty to Port Wine.There is no other tonic which so quicklyshows itself in bright spirits, sparkling eyesand a clear skin. It owes its strengthgiving qualities to its inherent purity.Vou may think it impossible to get purewine at it may be elsewhere, but righthere it's a live certainty, daily demonstratedby enormous sales.If you care what you drink, buy of


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105/439

No. 3013.

Always On The Sideboard.should be on every sideboard, in

every home. In case of sickness, suddencold, it's invaluable. Its purity and stimu-lating qualities make it the best of tonics and economical at that. $ is all wecharge for the best sold anywherehereabouts.


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107/439

No. :3014.

You Are In Dangerof the worst character if

you trifle with impure or adulterated liquors.You have no excuse for doing so when youcan buy the purest and best made at our veryeconomical prices. When the best costs nomore than the poor kinds what excuse isthere for taking chances ?


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109/439

: No. :!Oir).

Carried To Safety.The man whom the least bit of exertion

tires is in dangerhe needs to be carried tosafety. He needs a strong toniche needs

Whiskey. There are many weak.miserable people, struggling along, day afterday, doing inferior work whom wouldmake healthy, happy, bright men and women.This is no exaggeration. It has been provedtime and time again. Let us prove it inyour case. It will only cost


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111/439

No. :'.()l(i.

Nothing But The Bestis good enoughto drink. If you are not a judge, and are

not sure what you are buyingcome here,you will always find the best. And we don'tthink the most economically inclined personcould quarrel with our prices.


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113/439

No. ;?017.

' Here's Toa glorious old Thanks-

giving feast." But it won't be glorious, orit won't be complete, without . Thefattest turkey and the biggest mince piewon't make up for it. The zest and Havorit adds to viands can't be praised too high-ly. We have sold immense quantities of italready. Pure, palatable, and |


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115/439

No. :!018.

A Liberal Supply of Winewill add to the joys of

the holidays. Orders have been pouring inon us every day. One reason for it is be-cause we are selling the best for onlyLow prices and high quality rulethis store with an iron rod.


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117/439

No. 3019.

The Flowing Bowl keep it moving ! Christ-mas comes but once a year ! Let the smil-

ing pucker of Yule-tide merriment kiss thejovial lips of the loving-cup !

We'll tell you and sell you the ingredientsfor all Christmas concoctions of Good Cheer.We'll teach you just how to make a


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119/439

No. 3020.

The Approaching Holidayscannot be welcomed

properly without the grape juice which cheersand makes a man feel ten years younger.Wines taken moderately cannot harm unlessthey are impure. Purity is the main thingto look after. You will never miss it if youcome here. At present we are offering


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121/439

No. 3021.

Santa Clauscould bring nothing bet-

ter to a family than a bottle of Thereis more health and life contained in a glass-ful than you would get out of the so calledtonics in a month. Its purity has a greatdeal to do with its strength-giving qualities.The price is This isn't the only goodthing we have; (Quote items and prices.)


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123/439

No. 3023.

Make a Bowl of Egg Noggfor Christmas or New

Years. Use a large teaspoonful of powderedsugar, a fresh egg, a half wine glass ofbrandy and a half wine glass of Santa Cruzrum for each glassful. Shake well. Youmust use our liquors to get best results.


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125/439

No. 303:5.

Bear in Mindthat the ways of adul-

terating liquors are manybear in mind thatmany adulterated liquors are offered for saleat temptingly low prices. It is possible toget purity and quality at moderate pricescome and we will tell you how we do it.


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127/439

No. 3024.

We Are Prepared to Fillorders for a great variety

of foreign and domestic wines and liquors.For table or medicinal uses, our stock iscomplete. We purchase from houses of un-doubted reputation, or direct from the man-ufacturer. Our prices and our goods can-not be duplicated in the State.


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129/439

No. 3025.

Rich Winescreate good rich, healthyblood. Don't make the mistake of buying

sour, poor wine because it is cheap, [t isnot. It has a nasty, disagreeable efTect up-on the system, while a good wine is reallynot expensive, and gives you that pulledtogether, self satisfied feeling.


130/439


131/439

No. 3020.

if You Wantgood, wholesome liquor

of any kind, liquor that is pure and doesn'tcontain more alcohol than the pure juice ofthe fruit, you want to buy of us. It doesn'tpay us to handle any of the poor stuff thatliquor dealers palm off as par excellence.We can sell you a good sherry or port winefor per quart. Can you do better ?If you want a good whiskey or gin, we cansell it just as reasonable as you can get itelsewhere and the quality will be the best.We would rather sell good liquors and plentyof them at a smaller profit, and give satis-faction, than to sell high and have our storeempty.


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133/439

No. SOSI

Not Every flancan put up this sign and

do it justice. Every man to his trade. Wehave had the experience of years ofbusiness to assist us and we think we cantruthfully say that we are able to supply themost exacting wants in this line.

Just step in and try a glass of our Portdrawn from the wood.We'll wager you will smack your lips for

more.


134/439


135/439

No. ;5028.

Don't Be In a Hurrywhen you buy your

wines. It may be a little troublesome tolook around but it will pay you for yourtrouble.

Every one can induce you to make yourfirst purchase, but do you always go back tothem again ?We buy wines and liquors with the objectof securing your permanent trade and webuy the best and most reasonable with thisobject continually in view.


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137/439

No. ;^029.

Are You a Fair Judgeof what good wine ought

to be? If you areyou can find wines herethat the most fastidious epicure would pro-nounce excellent.A favorite brand of whiskey with our cus-tomers is known as . Have you triedit ? Quart bottles cost only $


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139/439

No 30:30.

Don't Forget Uswhen you want to stock

up your sideboard. We can sell you anygrade of any whiskey, brandy, wine or cor-dial that you wish. The next time you passby call in and ask us for our prepared cock-tails. There's nothing so good to give youan appetite.


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141/439

No. :W:51.

The Genial Warmth,the sparkle of repartee,

the flow of anecdotes that accompany thedrinking of a bottle or so of good wine, areamong the most pleasurable things in life.Be your choice port or sauterne, we have thebest to sell you at honest prices.


142/439


143/439

No. 3032.

There's As Much Differencein beers as there is in

wines. Beers are tart or sweet, light ordark. Your choice in beer on draught hereor in single bottles or cases for home use.Beer is a good home drink. It is healthy.It costs little. It is goodour kind.


144/439


145/439

No. 803:1

The Age of Our Winesis correctly marked

every time. We do not put the vintage yearback a few seasons in order to make a littlemore profit out of you. We do not tolerateany tricks of the trade, for we are on thewatch for our future business.


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147/439

No. ,?084.

In Considering the Brewof a beer you should

judge by the reputation of its maker. Thereare so many ways in which dishonest brewerscan adulterate the beer that it is extremelydifficult for experts to tell by its tastewhether it is absolutely pure or not. Youknow that the beer we sell is pure, becausewe have always had that reputation.

Pure beer 'is healthy. It is one of thebest tonics known.


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149/439

No. 30:i').

It Is a Wasteof time nowadays to try

to sell inferior wines or liquors. The publictaste has been educated and the consumerwants the best he can get. You can get itif you come to us. You get your money'sworth.


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151/439

No. 3036.

We Make a Specialtyof bottling wines and

liquors for family trade. The absolute pur-ity of what we sell is a guarantee which youmay depend upon. No pains are spared inthe care of our goods befere bottling. Theyare highly recommended for medicinal use.


152/439


153/439

No. 3037.

Easter Cheermeans feasting amdmerry-making. You are careful to think out

your Easter dinner in advance and it wouldbe well to select your liquid refreshmentswith equal care. The stock of wines wehave affords a choice that is practically un-limited. Our liquors have been highlyrecommended for medicinal purposes, be-cause of their absolute purity. We sellnothing that is adulterated.


154/439


155/439

No. 3038.

A Reliable Dealerneeds no further recom-

mendation than the quality of the wines andliquors he sells you. We add value to thequality and expect to get your trade. Ourbottlings tor family and medicinal use are aspecial feature of our business.


156/439


157/439


158/439


159/439

No. 3040.

Masqueradinginferior liquors in fancy

bottles is not in our line. We want ourwines and liquors judged by the contentsrather than the dress of the bottles. Ourlabels mean what they say-our prices meanhonest value. Absolute punty guaranteed.


160/439


161/439

No. 3041.

Enoughis as good as a feast,

but you cannot always get enough of a goodthing. To those who wish to provideagainst sudden illness in the middle of thenight, we can highly recommend a bottle ofour Superior Old Brandy or Five Year OldWhiskey. Bought in Bond and bottled byourselves, its purity and worth are unques-tioned.


162/439


163/439

No. 3042.

Your Selectionof a bottle of Sherry or

Brandy would depend upon the qualityrather than the cost. When you learn of aplace where a feature of the wines andliquors is a combination of high grade andfair price, you will bear the address in mind.


164/439


165/439

No. 304P.

Good, Honest Lageris just as healthful as

the extracts of malt we read so much about.There is satisfaction in every drop, andstrength and tone in every bottle of beer wesell. Bottled direct from the wood underour supervision, you will find this particularbrand the most refreshing warm weatherdrink you could select.


166/439


167/439

No. 3044.

Quality RatherThan Quantity

is what our customerswant and quality and value is what you getwhen buying wines and liquors from us.Our prices are no higher than you havedoubtless paid at different times for adul-terated goods. Our bottled goods are highlyrecommended for medicinal purposes.


168/439


169/439

No. 304").

LA^Ei

MZ3 LIQUORSWhat We Sell

we sell upon its merits.Quality alone is the standard by which wewant our wines and liquors to be judged.Paying less than we charge is getting lessvalue, for honest goods cannot be sold at alower price than we are asking.


170/439


171/439

No. 3046.

"Knowledge is Power"and the knowledge we

have of every drop of wine, liquor or beerwe sell is the power we use to convince thepublic of the absolute faith we have in thereliability of our goods. Guaranteed inevery way, the purchaser runs no risks whenhe buys from us.


172/439


173/439

No. 8047.

Our Bottled GoodsAre Superior

to the wines, liquors andbeers that you may buy elsewhere for thesame money. Buying in bulk and havingthe bottling done under our own supervisionenables us to save expenses that the cus-tomer would otherwise have to pay.


174/439


175/439

No. 3048.

Full of Life and Vigor.That's the sort of lager you get when you

come to us, to take it as a tonic or to merelyquench your thirst. Made from finest maltand hops, guaranteed for its perfect purity,and an honest muscle maker as well as abone builder.


176/439


177/439

No. 3040.

You Risk Your Healthwhen you slight quality

in favor of quantity in the purchase of winesand liquors. Buying here will warrant yourfeeling that you obtain as good as can bebought and your purchases tell you that wegive you as much for your money as fair andsquare dealing will allow.


178/439


179/439

No. aooo.

We Have No Leaksto provide againstno

useless help to pay, at the customer's ex-pense. Every drop of what we sell yourepresents your money's 'worth, and eachbottle of wine, liquor or beer you buy ispriced as low as honest goods can be honestlysold for.


180/439


181/439

No. 3051.

You May RelyUpon Our Liquors

being what the labelssay they are. We do not believe in havingone quality for display and another qualityfor our customers. Those who pay for whatthey get are entitled to receive just what theypay for.


182/439


183/439

No. 3052.

Good Beeris a refreshing andwholesome drink. There is as much differ-

ence in the quality of beer as there is inwine. The beer we sell is made from goodfresh hops and malt. It is full of strengthgiving qualities.


184/439


185/439

No. 3053.

The Question of Beerseems a very simple one.

and most people think that "beer is beer."That is a mistake. There is as much differ-ence in the quality of beer as there is in any-thing else on the market. If you want good,pure beer, order it from us.


186/439


187/439

No. 3054.

Good Healthis to be found in good

beer. Come to us if you want both. Onlythe purest materials are employed in themanufacture of the beer that we sell. Ifyou try it once, you will be a steady cus-tomer. It is the kind of beer that puts lifeinto you.


188/439


189/439

Xo. :5055.

Open A Bottleof our wine and take it

with your dinner. It will do you good. Itcan't help but do you good when it is abso-lutely pure. If you want that kind of awine, come to us.


190/439


191/439

No. 305(5.

ANDLIQUORSBe On Your Guard

when you purchasewines and liquors. See that you buy froma reliable houseone where only the best issold. Poor wine will do more harm thangood. If you want the best wines andliquors, get them from us. P'or medicinalpurposes our goods have no equal.


192/439


193/439

No. 3057.

Full Of Life And Vigor.That's the kind of beer to get, and that is

the kind we have. When you are tired aglass of our beer will brace you up. It actslike a tonic. There is strength in everydrop.


194/439


195/439

No. 3058.

Beer That's Really Goodisn't so easy to get.

Watery beerbeer that's weak with soap-saddy foam unpleasant to the taste, is com-mon. Ours is uncommon beerstrong,pleasant, invigorating.


196/439


197/439

No. 30G0.

The Purer The Beerthe more refreshing and

invigorating it is. Beer is one of the besttonics ever known. That is, if you buy itpure.


198/439


199/439

No. 3061.

A PleasureTo The Thirsty

man is a glass of oursparkling, refreshing beer. Made as beershould be made it enlivens you and strength-ens your muscles.


200/439


201/439

No. 3062.

The Greatest FriendOf Humanity

is that which makes menforget their cares. Good wine brightens upthe sorrowful and throws a rosy tint over allour prosaic life. Good wine is a tonic-hurts no one.


202/439


203/439

No. 3003.

flakes All Hearts Glad.The wines and liquors we sell are so pure

and delicious that they brighten you up with-out leaving you with a sick headache thenext morning. (lood wine is not alwaysexpensive.


204/439


205/439

No. 3064.

Ye Golden Daysof comfort and cheer

are always present in a house where good,pure wines are on the dinner table. Winecheers the heart, eases the body of pain,builds up its tissues and mellows the soul.


206/439


207/439

No. 30(55.

The Value of Wineto consumers consists in

the pleasure which it gives them, and that de-pends upon the purity and richness of thewine. We believe in keeping up the standardof every drop we sell, not of a few specialbrands only.


208/439


209/439


210/439


211/439

No. 3067.

Good Winehas toned up thousands

of run down systems so that they couldstand the strain put upon them ; good winehas saved lives ; good wine is always benefi-cial, and this is the place to get good, pure,unadulterated wines and liquors at moderate,right prices.


212/439


213/439

No. 3068.

Dry Drinks are Wettest.The dryer the wine the better it quenches

thirst. It's the dry wines that decide thegrade of any wine stock. You'll find usparticularly strong in dry Sherries, Rhinesand Champagnes.Good sweet wines as wellMadeira, Port,Tokay, Champagne.Every good kind of whiskies and liquors.


214/439


215/439

No. 3069.

" Tips."The word "tip" means different things

in different places. In a barber shop or arestaurant it is "a gratuity" given for extragood service. Another kind of a tip is a"straight tip." That is a bit of friendlyadvice and that is what we are giving youwhen we tell you to try a few bottles of ourfine old

(Fill in name of whiskey you sell, orport wine, or any other item you wishto push.)


216/439


217/439

No. 3070.

^4Hr.^^. I ih

Wines for Home Use.Our wines and liquors are all selected with

a first thought to their purity. No price isever low enough to tempt us until we havetested the perfect purity of every lot.

Doctors know this and many of them inprescribing wines for their patients tell themto " Get it at ."


218/439


219/439

No. :5071.

A Good Servantand one that should

always be within reach, is your little privatestock of wines and liquors.

If you buy of us, you know you get thebest. We handle only the purest and mostwholesome, and nothing can get upon ourshelves that is not fully up to our highstandard. Don't take any chancesimpureliquors are very injurious.


220/439


221/439

No. 3072.

What You Drinkaffects your health if it

is not the best and purest. What is^ yourfavorite drink with your dinner ? Don't buyit wherever you happen to see it. but comein and tell us what you want. We'll giveyou the best there is in the market, by thebottle or the dozen, at a price that will makeit all the more palatable and enjoyable.We have made special preparations foryour holiday table. Put us on your " must-be-attended-to" list.


222/439


223/439

No. 307;:

Statistics Showthat for every thousand

gallons of whiskey produced in Scotland, sixhundred gallons of "Genuine Scotch" areconsumed in Great Britain, six hundred gal-lons in Europe and six hundred gallons inAmerica.

Figures don't lie but some people do.When you buy Scotch whiskey or anyother liquors here, you get just what you callforgenuine, pure and unadulterated.


224/439


225/439


226/439


227/439

No. 3075.

Drink Chianti.Chianti is the best drink that ever camefrom that home of good drinks Italy.It is not only stimulating and invigoratingit's strengthening and healthful.Ours is the real thing pure and reliable.Try it it costs but .


228/439


229/439

No. 3076.

For Invalids.There's nothing better for invalids and

convalescents than .It is smooth and pleasant to drink.It is invigorating and stimulating..\nd, what is better, it is pure, strengthen-

ing and healthful.Always keep it in the house.


230/439


231/439

No. 3077.

ttUtttttttth

All Kinds of Drinksfor all kinds of occasions,

from the punch on the sideboard to the" nightcap" bottle in the closet, are obtain-able here. Tell us what the occasion is andwe'll tell you what the drinks should be.We'll furnish the wines and tell you howthey should be handled and served, or theingredients for a punch and directions formixing it.

Everything is the purest and bestbutthe prices are modest.


232/439


233/439

No. 3078.

wM-^

Know What You Get.Don't take everything that's offered you

in the way of a drinkableinsist on havingthe purest and best.Anything you buy here is absolutely reli-

ablepure and unadulterated and properlyaged.Good health and economy both point inour direction.


234/439


235/439

No. 3080.

^^=^^^^

Drink Hints.Here are a few interesting and important

facts and figures for people who want onlythe best and purest in the way of drinkables,and who want to get them at a reasonableprice.

These goods are guaranteed to be justwhat they claim to be, though the littleprices might lead you to think otherwise :


236/439


237/439

No. 3081.

Your Favorite Drinkmust be pure to be

thoroughly enjoyablewhen it isn't you feeldissatisfied and disappointed, and the aftereffects are decidedly unpleasant.Be sure you get the bestit costs no morethan uncertain kind. Patronize us, andyou'll always be sure no inferior goods canever get inside our doors.


238/439


239/439

No. 3083.

The Question of Purityis certainly the most im-portant one in the wine and liquor business.

It gets our exclusive attention. We buywith the utmost care and make ourselvescertain, in every case, that whatever comesinto our store is in a condition of perfectpurity, and that it goes to our customersjust as it came to us.


240/439


241/439

No. 8083.

The HighestPossible Standard

of purity and strengthis always met in our wines and liquors.We have been in this business for manyyears and we know precisely what to buyand where to buy it. We would be glad tohave you join the ranks of our many hun-dreds of pleased and satisfied customers.


242/439


243/439

No. 3084.

Lovers of Pure Wineare urgently requested

to try some of our pure, old California wines.We get them direct from the Californianwineries, and we know absolutely that thereare no finer wines to be had in this town atany price. The prices are as low as it ispossible to make them, and we guaranteeevery bottle that goes out of our store.


244/439


245/439

No. 3085.

Just Before Dinnerthere is no appetizer sowelcome and so efficient as a cocktail. You

can't be expected, of course, to know howto mix a cocktail properly, and probablyyour servants do not know much about iteither. If you will give us the opportunitywe will serve you with the proper cocktail ofany kind you wish, and then before yourmeals you can have a cocktail which is justas good as you can get over any bar in thecity. It won't cost you very much either.


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No. 308(5.

Take Your Choice.We do not limit our customers to our own

favorite brands of any liquor. Of course wehave our preferences, and we are always gladto advise our customers as to what we thinkis best. At the same time always rememberthat whatever you want is sure to be foundhere, and that the quality is precisely whatwe claim it to be.


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No. 3087.

Not in Price.When we say "Fancy Wines " we mean

fancy in quality and not in price. There isno use in paying an exhorbitant price forgood wines. There might have been an ex-cuse for it years ago, but there is certainlynone for it now. Here are a few of thechoicest wines you ever tasted at priceswhich are certainly suprisingly low :


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No. 3088.

A Significant Sign.Our constantly increasing business shows

conclusively that we are giving the people inthis town the best of satisfaction. In everydepartment of our business, from high-gradewines down to beer, business is flourishing.If you haven't been here, come in and youwill discover the reasons for our prosperity.


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No. 3089.

Age and Purity.In our whiskies, gins, brandies, wines,and the like, you get the two most desirable

things age and purity. We sell nothingthat has not been properly aged. Very likelyyou know how injurious whiskey is unless ithas been kept a sufficient length of lime.None of our whiskey is less than five yearsold, and much of it is much older.


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No. 3090.

If You Like Beercome in and try our

draught beer, and we feel sure you will there-after be a steady customer of our bar. Wetake particular pains with our beer. Weknow that it is perfectly pure and whole-some, and we keep it in exactly the righttemperatureneither too cold nor too warm.


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No. 3091.

Bring All Your Friends.When you feel like giving your friends

something particularly good to drink, bringthem in here. We like to serve people whoknow what good liquors are, and it is nevertoo' much trouble for us to see that everyman gets precisely what he likes, just as helikes it. Don't go in anywhere when youwant a drink for yourself and friends. Itpays to go to the best place within reach.


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No. 3092.


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No. 3093.

A Great Many fierispend a pleasant half-

hour or so here at lunch time. We wouldbe glad to have you come in too. Ourliquors and wines are certainly just as nearperfection as human effort can bring them.Our cigars are just as good as our drink-ables, and you will find everything here tobe comfortable and pleasant.


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No. 3094.


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No. :'.09r).

Don't Turn Your Backon our claret

the price is so low. It costs butbecause

centsa bottle, but it is a good, pure, rich wine. Ifyou like claret with your meals give thissuperior wine a trial.


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No. 3090.

V/a


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No. 3097.

Particularly Tempting.It makes a great difference how things areserved. Even choice liquor does not taste

well among disagreeable surroundings orover a sloppy bar. Our place is kept e.xqui-sitely clean and attractive, and we take par-ticular pains to serve people in a mannerthat will add zest to their drinking.


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No. 3098.

Dinner Without Wineis not everything a din-

ner ought to be. If you are unaccustomed tohaving a little good wine with your dinneron account of the expense, we can open youreyes a little. We can give you any sort ofwine you want, either white or red, at pricesthat certainly no one can object to. Hereare a few sample prices ;


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No. :^099.

The Best Whiskeyis cheapest in the end.

Poor whiskey is not only disagreeable totaste, but undoubtedly injurious to thestomach A little good whiskey is a finetonic and helps instead of harming. Such awhiskey as , for instance, will do youjust as much good as a doctor's prescription.If you don't "know how good it is, come inand try it.


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No. 5421.

When You AreGoing Away

take a little flask ofsomething good to drink along with you.Vou will certainly appreciate it during theheat and weariness of the journey. Sendaround here for the flask and you will be sureyou have the best and purest.


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No. 5429.

Our Lunch Roomwill be found to be a

most convenient and pleasant place whenyou are out shoppin


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No. 7012.

Come Right In.Vou can safely come in here any time you

want to purchase anything in the liquor linewithout any previous investigation or worry.Whatever you buy here is sure to be right upto the limit of high quality and perfect purity.


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No. 7015.

VVe have inaugurated the custom of serv-ing our patrons with a large glass of pureCalifornia Port for only five cents. We dothis, not to make money, but to show thepeople of this town what a fine wine it ishow pure, rich and wholesome. Everybodywho tries it is surprised to find that suchwine costs only cents a bottle.


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No. 7054.

The Highest Possible.There is a point in the purity of liquorbeyond which it is impossible to go. We

are sure we have reached that point. Wetake nobody's word for anything. Everygallon of liquor that comes into this place ispersonally inspected and tasted before it isbought. We have always tried to give ourcustomers none but the best, and we feelconfident that we have succeeded.


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No. 7055.

If You Want To Be Strongyou must have strength-

ening drinks as well as strengthening foods.Men, whose muscular development is theirparticular pride, nearly always drink maltliquors of some kind, (jood, pure ales andbeers build muscle and healthy flesh. Weare careful that our malt liquors are perfectlypure, and we know they represent the highestdevelopment of the art of perfect brewing.


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No. 7062.

The Chief Pointyou should consider in

buying wines and liquors is the purity. Youcannot be too careful about it. You are ofcourse extremely careful about your food,and you should be just as particular when itcomes to drinkables. The only safe way isto patronize a store where nothing impureever comes in.


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No. 7100.

The Biggfer The Bottlethe more likely its con-

tents is to be adulterated, as a gfeneral rule.Some of our bottles are big, and some small,but there is not a drop of adulterated liquorin this whole store. We give you every-thing just as it comes to us, and we are surethat it comes to us right.


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No. 7101.

Nothing Is More Deliciousthan a really good wine.Very few people are good judges of what

wine should be. They buy carelessly anddo not get the best. Our customers are per-fectly safe, for the reason that we havenothing but the best. Leave your wines toour judgment and you will never go wrong.


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No. 7102.


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No. 7103.

i


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No. 7104.

irI m

^J I GIN

A Fine Medicine._Any physician will tell you that HollandGin is one of the finest tonics known tomedical science. Habitual gin drinkers areuniformly robust, hardy and healthy people.Our Holland Gin is real Holland, and weguarantee it to be perfectly pure. Whenyou feel in need of a tonic, try a little of itin preference to drugs.


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No. 7105.

Extremes Meetin this store. You can

get anything you want, from the highest-priced wine down to the common, ordinarybeer and ale of commerce. Everything isgood, thoughthe beer is just as good in itsway as the expensive wines are in theirs.If you haven't been in, come in and let usshow you how true it is.


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No. 7106.

We Want Your Orderfor anythinjr, from a

case of beer to a barrel ot whiskey. Wefurnish a great many of the most criticalpeople in town with beer, ale, wine andliquor for table use, as well as whiskeyand brandy for the medicine chest. Makeout a list of the things you ought to keep inthe house and let us till'it for you. Vou willfind that we will give you the best and savemoney for you at the same time.


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No. 7107.

Duplicate Orders." Send me some more of the same " is an

every-day expression with us. People whoare induced to give us a trial are almost sureto come back and to keep coming. Let ussupply your table or your medicine closet,and we feel sure that we will add your nameto our list of steady customers. We knowwe can give you the best to be had, and weknow too that we can save money for you.


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No. 7108.

Come In And Try it.The proof of the pudding is the eating,

and the proof of the wine is the drinking.We don't ask you to take our word for any-thing. If you are skeptical about thesuperiority of our goods, just come in andsay so, and we will soon prove to you thatyou are wrong.


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No. 7109.

The Best On Earth.There is always a best of everything, and

that is true of wines and liquors as well as ofeverything else. It lakes a great deal oftime, trouble and expense for us to alwaysmake sure that we get the best, but we can-not afford to trifle with our customers. Nomatter what it costs we get the best to behad, and we feel that we deserve the steadilyincreasing patronage of the most criticalpeople in this town. Such prices as these,too, are an important factor in our success.


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No. 7110.

No Publicity.Lots of people who like a little something

to drink now and then object to the publicitygenerally attached to it. There is no use ofany publicity. Let us know what you wantand we will deliver it to you without any onebeing the wiser.


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No. 7111.

Very Old Peopleneed a little stimulant,

and need it frequently. If there are anyelderly people in your house, it is your dutyto keep a little good whiskey or brandy con-stantly on hand. We have some very fineold brandy which has been in our possessiona long time and which has never failed togive satisfaction to the most critical people.\Ve would be glad to have you try it.


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No. 7112.

We Do Not Jugglewith the wine question.We know what wines are best, and how they

should be properly stored and kept so as tobe perfect in flavor. We have many kindsof wines at many prices, and each is the bestof its class. Let us supply your table.


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No. 711:^.

WINES

LIQUORSWhen You Treat

Your Friendsdon't give them any-

thing that will make them sorry they metyou. It doesn't cost any more to get thebest than it does to put up with an inferiorarticle. It doesn't cost any more to comehere, where you will be sure, than to gosomewhere else where you will be uncertain.


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No. 7114.

M


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No. 7115.

When You AreIn A Hurryjust telephone us andwe will send up anything you want. Whencompany comes and you want a bottle ofwine or two, and want it quick, here is t

(1899) the liquor book

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