Alcoholic Beverages and Tobacco
Stulz Bros. Of Course. Germany and Kansas City, MO: Stulz Brothers [Whiskey], [ca. 1890s].
This game is quite challenging, ensuring much time will be spent with it. The five spokes must be manipulated so that one of two images are formed. Having the consumer concentrate on the advertisement increases the chance they will remember the product.
Sous tous les climats … Un Dubonnet reconstitue [In all climates … A Dubonnet restores]. France: Dubonnet, [ca. 1931].
Probably produced as a giveaway for the Paris Colonial Exposition (May 6–Nov 15, 1931), the Dubonnet explorer gets fortified by drinking Dubonnet. The story is told with each “segment” appearing in the die-cut hole when the wheel is turned. The illustration reproduces a regrettable stereotype.
The House of Seagram: Integrity, Tradition, Craftsmanship. NY: Seagram Distillers, [ca. 1954].
This pop-up book anticipates the New York City Seagram Building’s completion in 1957. It recounts the history of the Seagram’s company and explains the big improvements in all its products. The intended audience is its sales force. The final spread with three pop-up Seagram bottles lauds the solution to the “decanter problem” as nothing less than “a designing and production miracle.” Quite a pep talk!
From all over the world … Renfield brings you the Finest. NY: Renfield Importers Ltd., [ca. 1955].
The front of this volvelle is printed with the bottle labels from liquors distributed by Renfield. Turn the wheel and the salutations, “hello,” “goodbye,” and “to your health” are seen in the languages of seventeen countries printed around the periphery. On the reverse is an advertisement for Pan American World Airways. Point the arrow to one of the same seventeen countries and see how many hours it takes to get to an airport using Pan Am’s new DC-7C airliner.
Drink/Drive Calculator: Wisconsin wants you to live: Remember the best idea still is “When you drink, don’t drive.” Springfield, IL: Governor’s Traffic Safety Coordination Committee, 1971.
Match your body weight to the number of drinks you’ve imbibed to calculate your blood alcohol level on this volvelle. The reverse explains the effects of the calculated blood alcohol levels on the body and suggests “Use BEFORE drinking.” A perfect promotional public service item to keep in the glove compartment.
Discover taste for every occasion. Coral Gables, FL: Martini & Rossi Wine Co., 2015.
Wine pairings are made easy with this double-sided volvelle that shows what wine to serve with each entrée and cheese for every occasion. Another example of a promotional item one would keep for reference and to remember the product.
Louis Jadot. Burgundy, France: Maison Louis Jadot, [ca. 2020]
The Louis Jadot wine company had the book artist Philippe Huger, known as UG, paper engineer a limited-edition pop-up book. It visually tells the story of their wine-making process. Two hundred copies plus twelve lettered copies were produced. Two hundred copies plus twelve lettered copies were all hand-produced by UG.