Created by Leonard Wolf & Associates for Town and Country Liquors
First edition of this cocktail book created to advertise a liquor company based in Great Neck, NY, the setting of THE GREAT GATSBY a generation before.
"Alcohol, we are told, was created for the solace of women, as a slight compensation for the creation of man..."
This book contains recipes that all use the products for sale at Town and Country Liquors, Inc., with the company's full contact information conveniently printed at the bottom of most pages. Jauntily illustrated throughout with little vignettes in early mid-century modern style. Based on the address of the company, Town & Country Liquors was located just a couple miles from the Long Island setting of THE GREAT GATSBY (a fictionalized version of King's Point). A clever bit of advertising, using the exuberance typically seen in cocktail books to push sales more directly, conceived and executed by a New York City advertising firm about a decade before the Mad Men era.
New York: Leonard Wolf & Associates, Inc, 1949. Full title: Bottoms up...... Guide to Pleasant Drinking 7.25'' x 5''. Original tan cloth with printed pictorial design in blue and red. Orange printed endpapers. Rectos of leaves with orange backgrounds. 2-46 pages, with page count beginning on front pastedown (complete). Only a couple spots to cloth, otherwise exceptionally clean and bright.
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