THE LIQUOR-BOOK By CHARLES AUSTIN BATES The Liquor Book* No. Issued to Tlie eoiujili'te service wliicli tliis hook I'anios with it will lie given on deiuand at any time after the full subscription price, twentj--flve ($'25.00) dollars, has been received by the Charles Austin Bates Syndicate. This service is coverinl by the coupon lH)()k which accompanies the Lii(iiiir IJook. Each coupon liook contains: I Coupon entitling the iiolder to a letter of criticism and advice. 1 Coupon entillinf4 the holder to a plan for changing from credit 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 and jiostage. Or to double cohimn, or metal base cuts at the cost stated on the following i'agt>. Ordy a |>art of tlie cuts shown in this hook are made in the double c(dumn si/e. If you want douhle column cuts we suggest that vou llrst semi fiu' liic nuniheis of those made in tliat size. This hook ,111(1 its aocompanj'ingc^uponB are sold and shipped ill onl.v oiH' \v;iy l>y ('. O. 1). express, all charj^esi-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(^i)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 entitle ihe holder to single and half column metal base cuts at twenty-five (•eiits and twelve cents postage, to double column wood base cuts at <~A twenty-live cents and sixteen cents postage; to double column ^ . metal base cuts at sixty cents and foi'ty-eight cents postage. J^^7^ Wlien cuts are ordered one coupon must be enclosed for each ' cut, and the cash. New York draft, stamps or money order to cover p the cost of cuts and postage, must be enclosed with the order. /■ Orders without cash will not ))e tilled in any case. We are supply- ing the cuts at the bare cost of making and handling, and we can- not add to our expense by bookkeeping. We strongly urge our new subsci ibers to select a number of cuts to be sent at one time by express, instead of by mail, as the express charges will lie less than postage. In this case remit only the cost of tlie cuts, and (lay the express charges on delivery. It is understood that all the coupons are void unless used before The Charles Austin Bates Syndicate, Vanderbilt Building, New York. 1 '^ LJ 2 3^^- THE LIQUOR BOOK EDITED BY CHARLES AUSTIN BATES NEW YORK The Charles Austin Bates Syndicate 1899 Copyright J 899 The Charles Austin Bates Syndicate ^30'^'^ r Advertising a Liquor Store* The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business— the famih' trade. The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profit- able field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking-. Of course if a man sells g-ood liquors, has an attractive and pleasant store and treats his customers properly he will, in course of time, build up a profitable and measur- ably satisfactory business. The ambitious and energetic man, however, should look for something more than neighborhood and tran- sient trade. He should not be satisfied with serving people well who come to him, but he should try to bring pvople who would never think of coming, or bring them oftener 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 right sort of store and be able to serve his patrons with what- ever they wish and to please and satisfy them in every instance. That is pre-requisite to success in any line of business. Having the right store, the right goods and the right location, any liquor dealer can build up a very handsome business by advertising— a business which he would not otherwise get and which perhaps nobody else would get. A certain percentage of the population knows that it wants liquors and is going to get them. A far greater percentage does not know what it wants in the line of 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 the vague, general style of advertising-. Don't expect to g-et business by printing- 3'our name and address and simply adding-, "Fine wines, liquors and cigars." ■Nowadays, you have to tell people precisely what you have to sell, how and why it is g-ood, and what the price is. Take the public into 3'our confidence full}-. Tell just why 3'ou are able to serve them satisfactorily and why it is 3'OU can g"ive them the best goods at a money- saving- price. The most important thing- in the liquor business is the perfect purit}^ of your g-oods. Alwa3's harp upon that point and never fail to make it emphatic in all your advertising-. Tell people how long- you have been in business, how wide your experience has been, and make it plain to them that 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 them that you buy 3-our liquors onlj- in original packag-es, and when liquor comes from the bonded warehouse, always make mention of that fact and point out that its age and purity are g-uarantced b^^ the United States Government. Tell them that everything they buy of you goes to them 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, sherry and other wines, just as you do in regard to your whiskey and other liquors. If 3'ou care to build up a bottle trade in beer and ale tell what sorts you handle and all about them. Make THE LIQUOR BOOK. 5 people understand that you know that your beers are brewed from pure malt and hops under conditions of perfect cleanliness, and that they have no superior either in point of flavor or healthfulness. Do not try to advertise your whole store and every- thing- in it at one time. Take one thing, or one or two thing-s of the same character, at a time. Tell all about them and then stop. Leave other thing-s for other times. Always state in your advertising the prices of the g-oods, and state whether you deliver them free or other- wise. If your store is located centrally you can profitably use all the newspapers, or all the g:ood newspapers, in town. If you are not centrally located there is probably some one or two papers which cover pretty thoroughly all that section of the town which you can reasonably hope to bring to your store. Unless you are in a very large city, you can afford to use 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 even if the rates are high you will find it will pay to use a small 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 all it will be almost miraculous. Whether your business is in a large city or a small one newspaper space is too expensive to waste by putting your name and address in it and letting it stand. Never use the same ad in two successive issues of the same paper. Change it every time. In every ad devote your space to the description of some one thing and give its price. Urge people to give it a trial and tell them that if they do not find it precisely as represented you will cheerfully refund their money. 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- in it, anyway. Nobody is going- to come or send for all these thing-s. Pick out one thing- and harp on that. If you advertise port wine, for instance, and praise it up to the skies, you will catch the attention of a certain number of people who want port wine, or will think they want it when they read your ad. You can catch the trade of some of the people who are in need of the article you offer, but if j'ou offer every- thing- at once, you will scatter your shot so widely that you won't hit anybody at all. If you can afford the space, always use a cut in 3'our advertisements. This is the ag-e of cuts in advertising- and in a newspaper where cuts are allowed the ad that is not illustrated stands a prett}' slim chance of being- seen and read. On the other hand, if you have an attractive cut you are sure of catching- the eye of nearly ever3'bod3' who opens the paper, and when you have once attracted their attention the chances are that the}- will g-o on and see what it is you have to say. When it is possible to do so, use cuts that have some connection with the article you are offering-, or with liquors g-enerally. Make your talk as terse and simple as is possible. Do not think that it is necessary to use long adjectives or pompous phrases. The best advertis- ing is always the simplest Plain, frank, sensible statements carrj- conviction with them. The shorter and simpler your statement is the more likely people will be to believe it. When ^-ou commence to cover up what you have to say with big- words and extravag-ant statements, just that moment THE LIQUOR BOOK. 7 people will beg-in to have doubts about your truthful- ness. Use space enoug-h to properly display all you have to sa}'. Be careful not to crowd your space. People are too busy, nowadaj-s, to read fine print in advertising-. They will almost invariably skip an ad that looks crowded and hard to read. Upon this question of display, 3'ou should bear in mind 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 great deal of big-, black type, and if the ads around you are displayed in that manner, 3'ou will g-et the best effect by having- your ads printed in light, clear t3'pe with no black display whatever, but with plent\' of white space around it. A light, white ad of this kind stands out wonderfully when it is surrounded with ads which are full of big-, black type. On the other hand, if the advertisers in your paper do not use much heav}- display tj'pe, you will g-et the best effect by using- the heaviest headlines you can consistently use. Get 3'our display all into the headlines of your ads. Do not run display lines all throug-h them, as it spoils 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 tvpe without any display unless it is the name and price of the article you are offering-. When it is possible g-et the name of the articles into the heading-. Do not make the common mistake of displaying your name too heavily at the bottom of the ad. Many advertisers have their names set up as large, or even larg-er, than the headline. This is all wrong-, and a sad waste of space. It is a g-ood plan to have the name in the same kind of type as the heading-, but much smaller. People are 8 THE LIQUOR BOOK. not interested in 3'ou, but in what you have to sell. Therefore, you want to make your goods prominent and not your name. If what you offer is tempting enough people will find j-ou no matter how small the size of the type 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 of a double column ad with a cut and a rule border. The rule around the ad holds it together and makes it prominent. The only fault with this ad is that the type in which the name at the bottom is printed is altogether too large. If it were only half as large it would look much better and valuable space would be saved. The ad of C. H. Edison & Co. is a good example of of clean, economical display. The ad looks well and no space is wasted. The ad of L. H. Thomas illustrates another good method of using a cut and a border. The heavy type in which the heading is set draws attention to the ad at once and greatly increases its effectiveness. THE LIQUOR BOOK. GOOD JUDGES of wines and liquors are our best customers. We ^ot their custom by our low prices. We hold it by the excellence and perfect purity of our jj^oods. Everything that comes from us is in a state of perfect purity, of just the right age and of full strength. We do not adulterate or blend our goods in any way. We give you just what you want, just as you want it and at the least possible price consistent with the high quality. You can't be too careful in choosing your wines and liquors and you must agree that it pays to buy on the safe side. Buying of us means perfect safety and satisfaction as well as economy. Give our goods a trial and we are confident we can make you a steady customer. J. W. SEYMOUR & CO. 10 THE LIOUOR BOOK. LET US SERVE YOU with whatever you may need in the drinkable line. We deliver g-oods free to any part of the city and make a specialty of furnishing- families with wine, ale, beer and table drinks of all kinds. Your favorite drink is sure to be here and you enjoy your meals so much the more on ac- count of the knowledg-e thatyou have the best and purest drink that money can buy. We personally g-uarantee the perfect purity of all our oroods and our prices are always rea- sonable. C. H. EDISON & CO. r THE LIQUOR BOOK. '%/%^%^%/%^%/%^%/%/%/%.'%/%.'' 11 t Good, Pure Beer is much more a necessity than aluxury. It is not only a refresh- ing and invigorating drink, but it is an aid to digestion and perfect health. The healthiest people are beer drinkers, provided, of course, they drink pure beer. We want to emphasize the fact that we sell only the purest, best and most wholesome beer and that we guarantee it to be brewed of the finest materials and under the cleanest and most whole- some conditions. We would be glad to have the chance to deliver a case of beer at your resi- dence and have you give it a trial. We feel sure that if we once got you to give it a trial our beer would always be on your dinner table hereafter. Drop us a postal card and let us deliver a case. L. II. THOMAS. 4'^^%^%/%^%^^^'%^%^%^%^%^'%^ ^ 12 THE LIQUOR BOOK. Aside from newspaper advertising-, the liquor dealer will find in circulars a very profitable medium, provided the circulars are prepared and printed as they oug-lit to be. Don't use anything- cheap or shoddy or unattractive. If you can't have the best don't have any. Use nice paper, nice cuts, and employ the best printer within reach. If you send circulars throug-h the mail enclosed in envelopes it is best to send them sealed under a two-cent stamp and with nothing on the envelopes to show where they come from. They will then bear the appearance of a personal letter and will receive attention. The ordinar}^ circular sent under a one-cent stamp has become so familiar that it is apt to be thrown away without even being glanced at. If you want to send out matter that will cost but one cent for postage get up something odd and unique in the way of a folder or card. The value of pretty booklets is great. It will pay 3'ou to get up a handsome and attractive booklet from once to two or three times a year. Of course the booklet should be well written and made as interesting as it can possibly be. It should be well illustrated, too, and have a neat, colored cover. Try to tell in these booklets all the facts about your business that will be likely to interest the public and see that one gets into the hands of everybody whose custom 3'ou have any chance of getting. If the booklet is attractive enough and its contents are sufficientl}' interest- ing it will be preserved indefinitely and will serve to keep 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 piece of matter to one particular article. If you want to take up several things, have plenty of space in which to do it and display the name of each article as you go along, so that if a man is interested in gin, for instance, his eye THE LIQUOR BOOK. 13 will strike the para^-raph devoted to gin and he will be likely to read that even if he reads nothing else. In every packa^re that leaves your store there should be some piece of advertising: matter enclosed. Have on hand a stock of little folders devoted to various articles and slip one into every packa-e. Don't put in a lot of them. Put in one and see that it is attractive and dainty enoug-h to be preserved. I have before me a piece of advertising: matter ot this kind, intended to be enclosed with packa^res, that comes from a Buffalo liquor dealer. It is a folder about 5 in. x 3 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-edged paper. It is entitled -Ye Olden Time Blackberry Wine," and inside it reads as follows: "Blackberry Wine that is made right and kept right is not only a pleasant, delicate and refined beverage, but it is better than medicine for the dyspeptic, invigorating and strengthening to the aged, and invaluable to the convalescent. 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 no chemicals or compounds, nor is any alcohol used m its manufacture. " It is made in the good, old, honest way. "For a table wine or after-dinner drink it has no superior It never loses the delicious flavor of the berry. '' I fully o-uarantee this wine to be everything it is claimed to be, and to withstand chemical tests as to its ^"""^To advertise this wine I sell it at my bar at five cents a large glass. __ "Full quart bottles 50 cents, or bl./o a gallon delivered free to any part of the city." 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 not see how it could fail to interest ever3-bodv who is interested in Blackberry Wine and it seems as if it must sell a Tot of wine to people who have never before under- stood how g-ood blackberr}- wine is, and how useful it is to have in the house. Just before Thanksg-iving- and just before the holiday's you have an excellent opportunity to do some good advertising. Cover 3'our section thoroughly with adver- tising matter telling the people just what thev ought to have to properly supply the holiday table, and just why they should buy these things from 3'ou. Tell them just what wines they should have and how they should be served. Tell them what sort of punches are the proper thing for holidav festivities and how to make them. People will welcome this sort of informa- tion. There are an^- number of people who haven't the slightest idea as to what wines are proper with certain dinners and with the different courses, nor how they should be served. Lots of people in your vicinity would serve wines and make mixed drinks and punches for their guests if the}- only knew how to do it. But they don't know and are afraid of making mistakes. If there is anything about this subject 3'OU don't understand yourself, by all means find out. Post your- self thoroughly upon the subject. Find out just what wines are considered the proper thing on all occasions and master every detail as to their proper serving. Learn also how wines should be handled in cooking as well as on the table. Then tell the people all about it. Get up a little booklet, for instance, on the subject of sherry. Tell people what it is and how and when it should be served. Tell them, also, with what dishes sherry should be used in cookintr. Give them all THE LIQUOR BOOK. 15 the recipes you can g-et hold of in which sherry is men- tioned. This will interest a great many women who do not know how sherry should be used and they will all be anxious to try it. Always wind up, of course, with a strong- statement of the fact that their cookery will be a failure if any but the best and purest sherry is used, and that your store is the place to come for it. Constantly warn people ag-ainst the dang-ers of impure wines and liquors and dwell upon the mortitication which they will be sure to feel if they serve their g-uests with any but the best. If you carry on an educational campaig-n of this character and tell the people all about the different g-oods you are pushing- and precisely the way in which they are to be used, there isn't the slig-htest doubt but that you can build up a very profitable trade which would other- ■wise totally escape you. There are in your vicinity scores upon scores of families who seldom use liquors, wines or beer but who have no particular prejudice ag-ainst them. The trouble is that the}' do not know anything about them. They don't know how to -'make mixed drinks or how to serve them. They don't know what wines should be served iced and what wines should not. They don't know how to 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 their meals or just before retiring-. Your business is to tell them all these things. Don't try to tell them the w^hole story at once. Tell them about one thing- and then wait a while. Then tell them about another and be sure you exhaust the subject while you are about it. 16 THE LIQUOR BOOK. Do this in the rig-ht way and 3'ou will arouse the interest of the people and bring- them to your store. When they g-et to your store be sure that they find ever^vthing- just as you have represented it. Give them the best of everything^, just as ^-ou promised to do, and never sell the family trade anything you are not perfectly sure about. In order to build up such a business as I am talking about, you must have absolutely and positively the very finest, 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 best and the man who g-ets the reputation of keeping- the best and g-iving his patrons satisfaction or their money back is on the road to success. Keep your store in a condition of perfect cleanliness and make it as dainty and attractive as 3'ou can. Have employes who are clean, well dressed, intelligent and polite and see that they treat everybody just as ^'ou would treat them yourself. Allow neither misrepresentation nor discourtesy. Make 3'our employes show people the thing they want to see without urging them in any way to bu}'. Tell the facts about your goods and let them buy or not, just as they choose. Another thing- — have 3'our store so arranged that if you have a bar people who come to buy goods in bulk will not have to come in contact with it unless they choose to do so. Ready=Made Ads for Busy Merchants The following- pages of ready- made, illustrated ads will be found invaluable. They are so varied that something- appropriate will be found for almost any occasion. You can use the cuts with the matter as shown, or the cuts with orig-inal matter of your own. Ag-ain you will find the ad matter, with or without alterations or additions, suitable to use without the cuts if 3^ou desire. All sorts of combinations of cuts and matter can be made. When 3'ou want cuts, order them by nwnher only. .The prices and postage rates appear on inside of front cover. The ads are printed on one side of leaves only, with plenty of room below them, so that you can add prices, signature, etc., and then tear out the page to send to the printer. Thus the preparation of a daily or weekly ad of the very best kind is a matter of only a few moments' work. No. 1025. Good Claret makes 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 to drink. No. 1034. It Will Do You Good. A little drink of pure liquor taken just before you go to bed will do you good. You will sleep much better and wake up feeling thoroughly refreshed. We have just the liquor you ought to have at prices that will make purchasing easy. No. 1035. The Things You See after drinking poor liquors are sometimes very unpleasant to say the least. Avoid such consequences by drinking pure, wholsome liquor such as you are always sure of finding here. If you aren't one of our regular customers come in and we will make you one. No. 1041. A Good Tonic. Pure rye whiskey is better than any patent medicine. Our rye is rich, mellow and fruity-flavored. It puts new life into a tired body and strengthens the entire sys- tem. It's the purest on the market. No. 1054. Invigorating And Pure. Whiskey is the best medicine for over-worked brains and bodies. It nourishes and refreshes the nerves, aids digestion, and strengthens the whole system. It's the finest thing on the market. No. 1113. Drink Fine Old Port rich and mellow and fruity flavored. A tonic, a strength builder, a blood maker. Wholesome alike in sickness or in health. A good, honest, hearty wine, that makes life worth living. Our own "perfectly pure port," five years old and fuUv guaranteed, sells at 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 at the cost of quality. We sell good, pure liquors just as low as it is possible to sell them. We won't sell the other kind at any price. No. 1132. It's Hard Work to do housework and women require a little stimulant now and then as well as men. Keep a case of beer in the house so that when the ladies feel like it all they will have to do is to help them- selves The price is low and such a famous beer as the is worth many times what it costs. No. 1149. Do You Like Egg Nogg ? You'll like it all the better if you use the very finest ingredients. That means our brandy, rum and sherry. They are pure, wholesome and palatable. Price list on request, or better still, come 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 busmess policy allows, and as a result our prices are always reasonable. No. 1151. The Bible Says " Drink no longer water, but take a little wine for thy stomach's sake." But it must be pure wine. You can't be too careful in its selection. The safe way is to buy only at the best place, where the dealer's guarantee stands back of every drop. It is so with us. No. 1175. Sprightly People are always popular and deservedly so. Nobody has any use for dull, slow people who have no spirit or energy. When you feel dull and tired take a little stimulant to liven you up, tone you up and make you feel that life is worth living. Come to us for it and you will always be sure of getting the best and purest that money can buy. No. 1229. This Is The Season when everybody feels the need of a stimulant. Don't think be- cause you feel languid you are on the verge of the grave and don't dose yourself with all sorts of medicines. Take a little whiskey when you feel the need of it and it will tone up your entire system and make you feel like another person. No. 1234. If Your Mirror Tells You that you are getting thin and run down don't think that you have got to take a whole drug store in order to renew your health and vigor. A little good whis- key taken three or four times a day is one of the best of tonics and strength builders. If you want to prove this get a bottle of our Rye and take it in this way and note the result. No. 1299. The Best Of All. " All whiskey is good — but some is better than others." There is one whiskey that is the best of all whiskies. It's pure, wholesome and healthful. It is strengthening, invigorating, and without harmful effect. No. 1300. Take A Night=Cap of our famous old- whiskey if you want sound, dreamless sleep and thorough refreshment. It has no equal for purity and delicate flavor. It is just the sort of whiskey a discriminating man likes and the price is only No. 1301. Even a Wooden Indian would be pleased by the snappy taste of the whiskey we have for sale. You can't get better, because better isn't made. If it was, we'd have it our- selves. It is fine and pure, and contains strength and life for anybody who uses it. No. 1302. Ask Any Man who is a judge of good liquor and he will tell you that our reputation for the finest goods at reasonable prices is not excelled by anyone in the city. And if you want to see how true it is give us a call. No. 1303. World=Renowned Whiskey is famous the world over for its excellence and health- giving qualities. It will make a sick man well, and while making him we 1, will give him strength to continue his work. It does this because it is the best— the purest— the finest on the market. No. 1321. That Tired Feeling is unavoidable, but if you knew how easy it was to overcome you would refuse to suffer from it. A little good wine or a bottle of pure beer is the best thing in the world to brace you up and set you right. We make a specialty of furnishing families with pure wines and beers for family use and we would like to have your name on our list. No. 13'?^. When You Go Home from 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 at only a quart, and there is surely no ex- cuse for going without when such goods can be bought at such low prices. No. 1:579. Keep Your Good Looks and your youthful ap- pearance by that best of medicines, Old Tom Gin. It has a practically beneficial effect upon the system, and for women particularly is a highly valuable medicine. If you give it even a short trial you will be surprised to note its beneficial efifect. No. 1418. The Picture Of Health is a very attractive pic- ture to gaze upon and one that is seen none too often. The Germans are the healthiest looking people in the world and you know what beer drinkers they are. Just such pure, perfect beer as they drink can be delivered to your home at a very low price and there is not the slightest doubt but that it will add to your health, happiness and personal appearance. 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 of medicines for women and is much safer and more wholesome than many of the so-called remedies. Our Gin is unsurpassed for it& purity and is fully guaranteed by us. No. 1509. The New Woman knows a thing or two. Who ever saw a new woman who was pale and thin ? Rich Port Wine, pure and in- vigorating, will build up a woman quicker than anything else. It is Nature's own tonic. It fills out hollow cheeks and thus drives away wrinkles. It stretches the nerves taut, and makes the eyes bright. It gives permanent strength and health. Ours is perfectly pure, it is not adulterated in any way, and tastes like cool crushed fruit. No. 1559. We Prescribe our very healthful wines and liquors both in cases of sickness and as a beverage. Taken when ill they will make you well and taken when in health they will keep you healthy. No. 163:3. Anything You Want. Whatever you may want from champagne to beer you will always be sure of finding here in wide variety and at exceptionally low prices. Whether you want wine for a party or beer for table use come to us for it and you will always be perfectly satisfied with the result. No. 1783. Dewey Did It by being ready and by having nerve enough to go ahead. That's what is required in business life as well as m anything else -the right sort of preparation and the pluck to go ahead. If you want o see how this particular work is applied to the liquor business give this store a trial. We have the right goods and courage to make the right prices. No. 3000. " Your Health And Your Families." Every one is familiar with Kip \^an Winkle's famous toast. If you drink it in our whiskies, brandies, rums, or wines pur- chased from us, it is doubly pleasant, for the reason that you are certain of their quality and their flavor speaks for itself. If you imitate Rip and go hunting or fishing these warm days, let us fi.\ you up with a supply of cooling drink. No. :{001. A Bottle Of Wine With Dinner will make a thin man, stouter — a weak man, stronger — and a sick man healthier. All good wine contains iron, and a doctor will tell you that iron is the best of tonics, and the best of blood makers. He will also tell you that a bottle of wine with dinner is the pleasantest way to take your iron. We keep wines at prices to suit all purses, and guarantee that the cheapest as well as the highest-priced, is absolutely pure. No. 3002. ^,,U!b':<^'/ A Social Glass. Only the best liquor is good enough for you and surely only the best is good enough for your friends. We sell nothing but the purest and cleanest stuff in the market. Some one dealer must have better advantages to offer than others. There must be good liquor somewhere. It won't take very long to find it it you start here. No. :500;i. It's Really Surprising the amount of good a pure wine will do a man, woman or child. But be sure it is good — that's the most im- portant thing. Bad wine is very good — if you want to be ill. In case you've been using bad stuflf the only way to do is to get some good stuff from us and get well. Prices are right. Goods are right. No. ;50()4. There's Strength In It. There's health and beauty in 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 start you in the right direction. It will make the blood clean and strong. It will put you in condition to do vour part toward makmg the world move. A person's capacity for enjoy- ment is measured by their physical condition The use of ■ for a short time will work wonders. It is carefully prepared and free from all adulteration. No. 3005. Get Rich but first get strong. Everything is possible to a strong man or woman— nothing to the sick. There are many ways of gaining health and strength but the quickest, safest and most economical is the use of Whiskey It is perfectly pure and clean-if it wasn t it wouldn t do eood, and it has done thousands of men and women good. It has filled out the hollows in their cheeks, brightened their eyes, put sound, healthy flesh on their bones ; swal- lowed the wrinkles, and filled the whole body with strong blood and energy. It is like a crutch which supports while the broken leg knits. No. 3006. The Sick Man's Shelter — his haven of rest, re- lief from pain and that horrible enervating feeling that robs the body of strength and desire to work, and makes it a heavy burden for the brain to drag around. Whiskey is the door to health. It will put you in condition to do good work — to get rich. Few weak men accomplish anything. There have been a few great men who were weak and sick, but how much greater they would have been had they been strong. We guar- antee every drop we sell to be pure — to be a drop of strong health. No. :{007. As Good As A Horse. You will find as good as a horse. It will carry you over the rough roads of weakness into the smooth path of health with astonishing rapidity. It is not expensive but we charge enough for it to be sure it is pure. If you go below this price, you are buying very little grape juice and quite a good deal of hard alcohol. It is the purity in a wine that strengthens — beware of adul- terations. Come here. No. 3()0S. A Shandy Gaff is 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 good — and it must be bought here or the drink won't be a success. We guarantee every drop of liquor we sell to be the very best and purest on the mar- ket. We found out long ago that we could make the most money by being perfectly honest — and we are perfectly honest. 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 have failed. It will make the strong man stronger —the weak man strong. But to do good it must be good. Cheap whiskey is adulterated in a way that would make people's hair rise if they knew what they were drinking. The whiskey we sell is as pure as it is possible to get it. We don't say that you can't get the same stuff anywhere else, but we do say that anywhere else you will-pay more for it. No. 3010. A Household Guard. .porter is without exaggeration the very 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 looks as well as feeling. It clears the skin, makes it brio-ht. pink and clear. It brightens the eyes -it brightens the brain. It makes life seem worth living to the nervous, wretched, weak little woman who takes it it its ^°We sell none but the purest. If we didn't we shouldn't preach purity. No 3011. It's Good. Yes. it is good — it is so very good that it hurts the sale of our higer priced wines. For all that, we don't intend to raise the price. We shall still sell for $ quality, as high, pure and wholesome. No. 3012. It Will Carry You straight through to health and happiness, without any stops. Thousands of bright women owe their health and consequent beauty to ■ Port Wine. There is no other tonic which so quickly shows itself in bright spirits, sparkling eyes — and a clear skin. It owes its strength giving qualities to its inherent purity. Vou may think it impossible to get pure wine at it may be elsewhere, but right here it's a live certainty, daily demonstrated by enormous sales. If you care what you drink, buy of No. 3013. Always On The Sideboard. should be on every sideboard, in every home. In case of sickness, sudden cold, it's invaluable. Its purity and stimu- lating qualities make it the best of tonics — and economical at that. $ is all we charge for the best sold anywhere hereabouts. No. :3014. You Are In Danger of the worst character if you trifle with impure or adulterated liquors. You have no excuse for doing so when you can buy the purest and best made at our very economical prices. When the best costs no more than the poor kinds what excuse is there for taking chances ? : No. :!Oir). Carried To Safety. The man whom the least bit of exertion tires is in danger— he needs to be carried to safety. He needs a strong tonic — he needs Whiskey. There are many weak. miserable people, struggling along, day after day, doing inferior work whom • would make healthy, happy, bright men and women. This is no exaggeration. It has been proved time and time again. Let us prove it in your case. It will only cost No. :'.()l(i. Nothing But The Best is good enough to drink. If you are not a judge, and are not sure what you are buying — come here, you will always find the best. And we don't think the most economically inclined person could quarrel with our prices. No. ;?017. ♦' Here's To a glorious old Thanks- giving feast." But it won't be glorious, or it won't be complete, without . The fattest turkey and the biggest mince pie won't make up for it. The zest and Havor it adds to viands can't be praised too high- ly. We have sold immense quantities of it already. Pure, palatable, and | No. :!018. A Liberal Supply of Wine will add to the joys of the holidays. Orders have been pouring in on us every day. One reason for it is be- cause we are selling the best for only Low prices and high quality rule this store with an iron rod. 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 the jovial lips of the loving-cup ! We'll tell you and sell you the ingredients for all Christmas concoctions of Good Cheer. We'll teach you just how to make a No. 3020. The Approaching Holidays cannot be welcomed properly without the grape juice which cheers and makes a man feel ten years younger. Wines taken moderately cannot harm unless they are impure. Purity is the main thing to look after. You will never miss it if you come here. At present we are offering No. 3021. Santa Claus could bring nothing bet- ter to a family than a bottle of There is more health and life contained in a glass- ful than you would get out of the so called tonics in a month. Its purity has a great deal to do with its strength-giving qualities. The price is This isn't the only good thing we have; (Quote items and prices.) No. 3023. Make a Bowl of Egg Nogg for Christmas or New Years. Use a large teaspoonful of powdered sugar, a fresh egg, a half wine glass of brandy and a half wine glass of Santa Cruz rum for each glassful. Shake well. You must use our liquors to get best results. No. 303:5. Bear in Mind that the ways of adul- terating liquors are many — bear in mind that many adulterated liquors are offered for sale at temptingly low prices. It is possible to get purity and quality at moderate prices — come and we will tell you how we do it. No. 3024. We Are Prepared to Fill orders for a great variety of foreign and domestic wines and liquors. For table or medicinal uses, our stock is complete. 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. No. 3025. Rich Wines create good rich, healthy blood. Don't make the mistake of buying sour, poor wine because it is cheap, [t is not. It has a nasty, disagreeable efTect up- on the system, while a good wine is really not expensive, and gives you that pulled together, self satisfied feeling. No. 3020. if You Want good, wholesome liquor of any kind, liquor that is pure and doesn't contain more alcohol than the pure juice of the fruit, you want to buy of us. It doesn't pay us to handle any of the poor stuff that liquor dealers palm off as par excellence. We can sell you a good sherry or port wine for per quart. Can you do better ? If you want a good whiskey or gin, we can sell it just as reasonable as you can get it elsewhere and the quality will be the best. We would rather sell good liquors and plenty of them at a smaller profit, and give satis- faction, than to sell high and have our store empty. No. SOSI Not Every flan can put up this sign and do it justice. Every man to his trade. We have had the experience of years of business to assist us and we think we can truthfully say that we are able to supply the most exacting wants in this line. Just step in and try a glass of our Port drawn from the wood. We'll wager you will smack your lips for more. No. ;5028. Don't Be In a Hurry when you buy your wines. It may be a little troublesome to look around but it will pay you for your trouble. Every one can induce you to make your first purchase, but do you always go back to them again ? We buy wines and liquors with the object of securing your permanent trade and we buy the best and most reasonable with this object continually in view. No. ;^029. Are You a Fair Judge of what good wine ought to be? If you are — you can find wines here that the most fastidious epicure would pro- nounce excellent. A favorite brand of whiskey with our cus- tomers is known as . Have you tried it ? Quart bottles cost only $ No 30:30. Don't Forget Us when you want to stock up your sideboard. We can sell you any grade of any whiskey, brandy, wine or cor- dial that you wish. The next time you pass by call in and ask us for our prepared cock- tails. There's nothing so good to give you an appetite. No. :W:51. The Genial Warmth, the sparkle of repartee, the flow of anecdotes that accompany the drinking of a bottle or so of good wine, are among the most pleasurable things in life. Be your choice port or sauterne, we have the best to sell you at honest prices. No. 3032. There's As Much Difference in beers as there is in wines. Beers are tart or sweet, light or dark. Your choice in beer on draught here or in single bottles or cases for home use. Beer is a good home drink. It is healthy. It costs little. It is good — our kind. No. 803:1 The Age of Our Wines is correctly marked every time. We do not put the vintage year back a few seasons in order to make a little more profit out of you. We do not tolerate any tricks of the trade, for we are on the watch for our future business. No. ■,?084. In Considering the Brew of a beer you should judge by the reputation of its maker. There are so many ways in which dishonest brewers can adulterate the beer that it is extremely difficult for experts to tell by its taste whether it is absolutely pure or not. You know that the beer we sell is pure, because we have always had that reputation. Pure beer 'is healthy. It is one of the best tonics known. No. 30:i'). It Is a Waste of time nowadays to try to sell inferior wines or liquors. The public taste has been educated and the consumer wants the best he can get. You can get it if you come to us. You get your money's worth. No. 3036. We Make a Specialty of bottling wines and liquors for family trade. The absolute pur- ity of what we sell is a guarantee which you may depend upon. No pains are spared in the care of our goods befere bottling. They are highly recommended for medicinal use. No. 3037. Easter Cheer means feasting amd merry-making. You are careful to think out your Easter dinner in advance and it would be well to select your liquid refreshments with equal care. The stock of wines we have affords a choice that is practically un- limited. Our liquors have been highly recommended for medicinal purposes, be- cause of their absolute purity. We sell nothing that is adulterated. No. 3038. A Reliable Dealer needs no further recom- mendation than the quality of the wines and liquors he sells you. We add value to the quality and expect to get your trade. Our bottlings tor family and medicinal use are a special feature of our business. No. 3039. It Is Not Economy to buy cheap wines and liquors. Vou not only injure your health by drinking adulterated liquors, but you vir- tually throw your money away. If you want pure wines and liquors at a fair price, you will do well to patronize us. No. 3040. Masquerading inferior liquors in fancy bottles is not in our line. We want our wines and liquors judged by the contents rather than the dress of the bottles. Our labels mean what they say-our prices mean honest value. Absolute punty guaranteed. No. 3041. Enough is as good as a feast, but you cannot always get enough of a good thing. To those who wish to provide against sudden illness in the middle of the night, we can highly recommend a bottle of our Superior Old Brandy or Five Year Old Whiskey. Bought in Bond and bottled by ourselves, its purity and worth are unques- tioned. No. 3042. Your Selection of a bottle of Sherry or Brandy would depend upon the quality rather than the cost. When you learn of a place where a feature of the wines and liquors is a combination of high grade and fair price, you will bear the address in mind. No. 304P. Good, Honest Lager is just as healthful as the extracts of malt we read so much about. There is satisfaction in every drop, and strength and tone in every bottle of beer we sell. Bottled direct from the wood under our supervision, you will find this particular brand the most refreshing warm weather drink you could select. No. 3044. Quality Rather Than Quantity is what our customers want and quality and value is what you get when buying wines and liquors from us. Our prices are no higher than you have doubtless paid at different times for adul- terated goods. Our bottled goods are highly recommended for medicinal purposes. No. 304"). LA€^Ei MZ3 LIQUORS What We Sell we sell upon its merits. Quality alone is the standard by which we want our wines and liquors to be judged. Paying less than we charge is getting less value, for honest goods cannot be sold at a lower price than we are asking. No. 3046. "Knowledge is Power" and the knowledge we have of every drop of wine, liquor or beer we sell is the power we use to convince the public of the absolute faith we have in the reliability of our goods. Guaranteed in every way, the purchaser runs no risks when he buys from us. No. 8047. Our Bottled Goods Are Superior to the wines, liquors and beers that you may buy elsewhere for the same money. Buying in bulk and having the bottling done under our own supervision enables us to save expenses that the cus- tomer would otherwise have to pay. 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 merely quench your thirst. Made from finest malt and hops, guaranteed for its perfect purity, and an honest muscle maker as well as a bone builder. No. 3040. You Risk Your Health when you slight quality in favor of quantity in the purchase of wines and liquors. Buying here will warrant your feeling that you obtain as good as can be bought and your purchases tell you that we give you as much for your money as fair and square dealing will allow. No. aooo. We Have No Leaks to provide against — no useless help to pay, at the customer's ex- pense. Every drop of what we sell you represents your money's 'worth, and each bottle of wine, liquor or beer you buy is priced as low as honest goods can be honestly sold for. No. 3051. You May Rely Upon Our Liquors being what the labels say they are. We do not believe in having one quality for display and another quality for our customers. Those who pay for what they get are entitled to receive just what they pay for. No. 3052. Good Beer is a refreshing and wholesome drink. There is as much differ- ence in the quality of beer as there is in wine. The beer we sell is made from good fresh hops and malt. It is full of strength giving qualities. No. 3053. The Question of Beer seems 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. No. 3054. Good Health is to be found in good beer. Come to us if you want both. Only the purest materials are employed in the manufacture of the beer that we sell. If you try it once, you will be a steady cus- tomer. It is the kind of beer that puts life into you. Xo. :5055. Open A Bottle of our wine and take it with your dinner. It will do you good. It can't help but do you good when it is abso- lutely pure. If you want that kind of a wine, come to us. No. 305(5. AND LIQUORS Be On Your Guard when you purchase wines and liquors. See that you buy from a reliable house — one where only the best is sold. Poor wine will do more harm than good. If you want the best wines and liquors, get them from us. P'or medicinal purposes our goods have no equal. 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 a glass of our beer will brace you up. It acts like a tonic. There is strength in every drop. No. 3058. Beer That's Really Good isn't so easy to get. Watery beer— beer that's weak with soap- saddy foam— unpleasant to the taste, is com- mon. Ours is uncommon beer— strong, pleasant, invigorating. No. 30G0. The Purer The Beer the more refreshing and invigorating it is. Beer is one of the best tonics ever known. That is, if you buy it pure. No. 3061. A Pleasure To The Thirsty man is a glass of our sparkling, refreshing beer. Made as beer should be made it enlivens you and strength- ens your muscles. No. 3062. The Greatest Friend Of Humanity is that which makes men forget their cares. Good wine brightens up the sorrowful and throws a rosy tint over all our prosaic life. Good wine is a tonic- hurts no one. 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 the next morning. (lood wine is not always expensive. No. 3064. Ye Golden Days of comfort and cheer are always present in a house where good, pure wines are on the dinner table. Wine cheers the heart, eases the body of pain, builds up its tissues and mellows the soul. No. 30(55. The Value of Wine to consumers consists in the pleasure which it gives them, and that de- pends upon the purity and richness of the wine. We believe in keeping up the standard of every drop we sell, not of a few special brands only. No. 3066. Bear in flind that labels do not always tell the truth and that as it is a rare man who possesses the faculty of telling the different qualities of Port or Sherry, it is advisable to buy wines and liquors where you know that the labels are true indexes to the contents of the bottles. No. 3067. Good Wine has toned up thousands of run down systems so that they could stand the strain put upon them ; good wine has 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. No. 3068. Dry Drinks are Wettest. The dryer the wine the better it quenches thirst. It's the dry wines that decide the grade of any wine stock. You'll find us particularly strong in dry Sherries, Rhines and Champagnes. Good sweet wines as well — Madeira, Port, Tokay, Champagne. Every good kind of whiskies and liquors. No. 3069. " Tips." The word "tip" means different things in different places. In a barber shop or a restaurant it is "a gratuity" given for extra good service. Another kind of a tip is a "straight tip." That is a bit of friendly advice and that is what we are giving you when we tell you to try a few bottles of our fine old (Fill in name of whiskey you sell, or port wine, or any other item you wish to push.) No. 3070. ^4 Hr.^^. I ih Wines for Home Use. Our wines and liquors are all selected with a first thought to their purity. No price is ever low enough to tempt us until we have tested the perfect purity of every lot. Doctors know this and many of them in prescribing wines for their patients tell them to " Get it at ." No. :5071. A Good Servant and one that should always be within reach, is your little private stock of wines and liquors. If you buy of us, you know you get the best. We handle only the purest and most wholesome, and nothing can get upon our shelves that is not fully up to our high standard. Don't take any chances — impure liquors are very injurious. No. 3072. What You Drink affects your health if it is not the best and purest. What is^ your favorite drink with your dinner ? Don't buy it wherever you happen to see it. but come in and tell us what you want. We'll give you the best there is in the market, by the bottle or the dozen, at a price that will make it all the more palatable and enjoyable. We have made special preparations for your holiday table. Put us on your " must- be-attended-to" list. No. 307;: Statistics Show that for every thousand gallons of whiskey produced in Scotland, six hundred gallons of "Genuine Scotch" are consumed in Great Britain, six hundred gal- lons in Europe and six hundred gallons in America. Figures don't lie but some people do. When you buy Scotch whiskey or any other liquors here, you get just what you call for — genuine, pure and unadulterated. No. 3074. Wasting Good Wine. Every now and then some actress adver- tises herself by claiming to take a champagne bath. Much of the "table wine" you see advertised nowadays might be good stuff to bathe in, but it isn't fit to drink. Buy your table wines here. We will give you just what you want, just what you think you're buying, just what we claim it to be. It won't cost you much, either. No. 3075. Drink Chianti. Chianti is the best drink that ever came from that home of good drinks — Italy. It is not only stimulating and invigorating — it's strengthening and healthful. Ours is the real thing —pure and reliable. Try it — it costs but . 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. No. 3077. ttUtttttttth All Kinds of Drinks for 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 and we'll tell you what the drinks should be. We'll furnish the wines and tell you how they should be handled and served, or the ingredients for a punch and directions for mixing it. Everything is the purest and best — but the prices are modest. No. 3078. wM-^ Know What You Get. Don't take everything that's offered you in the way of a drinkable — insist on having the purest and best. Anything you buy here is absolutely reli- able — pure and unadulterated and properly aged. Good health and economy both point in our direction. No. 3080. ^^=^^^^ Drink Hints. Here are a few interesting and important facts and figures for people who want only the best and purest in the way of drinkables, and who want to get them at a reasonable price. These goods are guaranteed to be just what they claim to be, though the little prices might lead you to think otherwise : — No. 3081. Your Favorite Drink must be pure to be thoroughly enjoyable — when it isn't you feel dissatisfied and disappointed, and the after effects are decidedly unpleasant. Be sure you get the best — it costs no more than uncertain kind. Patronize us, and you'll always be sure — no inferior goods can ever get inside our doors. No. 3083. The Question of Purity is certainly the most im- portant one in the wine and liquor business. It gets our exclusive attention. We buy with the utmost care and make ourselves certain, in every case, that whatever comes into our store is in a condition of perfect purity, and that it goes to our customers just as it came to us. No. 8083. The Highest Possible Standard of purity and strength is always met in our wines and liquors. We have been in this business for many years and we know precisely what to buy and where to buy it. We would be glad to have you join the ranks of our many hun- dreds of pleased and satisfied customers. No. 3084. Lovers of Pure Wine are urgently requested to try some of our pure, old California wines. We get them direct from the Californian wineries, and we know absolutely that there are no finer wines to be had in this town at any price. The prices are as low as it is possible to make them, and we guarantee every bottle that goes out of our store. No. 3085. Just Before Dinner there is no appetizer so welcome and so efficient as a cocktail. You can't be expected, of course, to know how to mix a cocktail properly, and probably your servants do not know much about it either. If you will give us the opportunity we will serve you with the proper cocktail of any kind you wish, and then before your meals you can have a cocktail which is just as good as you can get over any bar in the city. It won't cost you very much either. No. 308(5. Take Your Choice. We do not limit our customers to our own favorite brands of any liquor. Of course we have our preferences, and we are always glad to advise our customers as to what we think is best. At the same time always remember that whatever you want is sure to be found here, and that the quality is precisely what we claim it to be. No. 3087. Not in Price. When we say "Fancy Wines " we mean fancy in quality and not in price. There is no use in paying an exhorbitant price for good wines. There might have been an ex- cuse for it years ago, but there is certainly none for it now. Here are a few of the choicest wines you ever tasted at prices which are certainly suprisingly low : No. 3088. A Significant Sign. Our constantly increasing business shows conclusively that we are giving the people in this town the best of satisfaction. In every department of our business, from high-grade wines down to beer, business is flourishing. If you haven't been here, come in and you will discover the reasons for our prosperity. 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 nothing that has not been properly aged. Very likely you know how injurious whiskey is unless it has been kept a sufficient length of lime. None of our whiskey is less than five years old, and much of it is much older. No. 3090. If You Like Beer come in and try our draught beer, and we feel sure you will there- after be a steady customer of our bar. We take particular pains with our beer. We know that it is perfectly pure and whole- some, and we keep it in exactly the right temperature — neither too cold nor too warm. No. 3091. Bring All Your Friends. When you feel like giving your friends something particularly good to drink, bring them in here. We like to serve people who know what good liquors are, and it is never too' much trouble for us to see that every man gets precisely what he likes, just as he likes it. Don't go in anywhere when you want a drink for yourself and friends. It pays to go to the best place within reach. No. 3092. m ^1 '\^ Jr^^B dK Wf l^^^f ^^"^^^ You Will Be Delighted with a " High Ball " made from our fine old Scoich Whiskey. A Scotch "High Ball" is a drink fit for the gods, but the whiskey must be good. H there were any better Scotch to be found we would have it, but we are firmly convinced that there isn't and we believe we can con- vince you too. No. 3093. A Great Many fieri spend a pleasant half- hour or so here at lunch time. We would be glad to have you come in too. Our liquors and wines are certainly just as near perfection as human effort can bring them. Our cigars are just as good as our drink- ables, and you will find everything here to be comfortable and pleasant. No. 3094. #1 r-^'i''^ v^ rJr/'yK ]>'—- f\ / \ 1 ^^^''x^Aj^^^^Iw A wl ?n-]4\ Surprise Your Husband by giving him his favor- ite wine for dinner. All you have to do is to drop us a note, or telephone, and we will promptly send you up just what you want. Your husband will not only be surprised, but delighted, for whatever we send you, you may depend upon it, will be perfection itself. No. :'.09r). Don't Turn Your Back on our claret the price is so low. It costs but — because — cents a bottle, but it is a good, pure, rich wine. If you like claret with your meals give this superior wine a trial. No. 3090. V/a _,j3^:;'^v-2^ 1 h ^m N ^ M fi Good Health is helped rather than hindered by a little really good wine. If you haven't tried our pure California wines you haven't had the finest wine this town ever saw at the lowest possible price. These wines are bought expressly for us, direct from the Californian wineries and cannot be excelled in purity, body and fine flavor. Here are a few interesting prices: — No. 3097. Particularly Tempting. It makes a great difference how things are served. Even choice liquor does not taste well among disagreeable surroundings or over a sloppy bar. Our place is kept e.xqui- sitely clean and attractive, and we take par- ticular pains to serve people in a manner that will add zest to their drinking. No. 3098. Dinner Without Wine is not everything a din- ner ought to be. If you are unaccustomed to having a little good wine with your dinner on account of the expense, we can open your eyes a little. We can give you any sort of wine you want, either white or red, at prices that certainly no one can object to. Here are a few sample prices ; — No. :^099. The Best Whiskey is cheapest in the end. Poor whiskey is not only disagreeable to taste, but undoubtedly injurious to the stomach A little good whiskey is a fine tonic and helps instead of harming. Such a whiskey as , for instance, will do you just as much good as a doctor's prescription. If you don't "know how good it is, come in and try it. No. 5421. When You Are Going Away take a little flask of something good to drink along with you. Vou will certainly appreciate it during the heat and weariness of the journey. Send around here for the flask and you will be sure you have the best and purest. No. 5429. Our Lunch Room will be found to be a most convenient and pleasant place when you are out shoppin