The Golden Era of Whisky Advertising
In 1937, the world witnessed tragedies like the Hindenburg airship disaster and the Rape of Nanking during the Second Sino-Japanese War. The Spanish Civil War raged on, drawing international involvement from both fascist and communist countries. In the U.S., the economy slipped back into recession, dimming hopes of a quick recovery from the Great Depression.
1937 marked a transformative year for whisky, not just in production but also in presentation and marketing. With the industry recovering from the impacts of Prohibition, companies started investing heavily in advertising. Whisky ads began appearing in popular magazines, on billboards, and even in movie theaters. These advertisements often emphasized the heritage, craftsmanship, and premium quality of the spirit, targeting a sophisticated audience eager for a touch of luxury.
The marketing efforts also highlighted the versatility of whisky, promoting it as the ideal drink for various occasions—whether sipping it neat or enjoying it in cocktails. This approach helped to democratize the spirit, making it accessible to a broader audience. Collectors today value 1937 whiskies for their representation of an era where branding and consumer perception became increasingly significant in shaping the industry's future.