During the 1970’s I was employed as a beer and wine sales representative for a wholesale distributor. Even in those days I was attracted to colorful recipe advertising brochures and started collecting them.

An often over-looked collectors item, these liquor advertising brochures are readily available in antique stores and can be had for next to nothing. Here is a sampling from my collection. This brochure measures 5”x7” and contains 42 pages. Contains 102 food and beverage recipes. There is no date on it, but I assume it is from the 1960’s or ‘70’s. Estimated value is $7.00.

Probably no wine that I’ve heard of has the reputation of Mogen David (especially a later day version called “MD 20-20”; (also, unaffectionately referred to as “MAD-DOG 20-20”). Most folks who ever picked-up a glass of alcohol have at least one story that they could share with you about their early experiences with Mogen David wine.

I’m not sure, but I think the copywriter of this brochure was given a bottle or two of the wine as a stimulus for his creativity gene.

A TASTE of the GOOD OLD DAYS

“Flavor that takes you back through the years to Grandmother…a good, mellow, old-fashioned flavor, the kind you’d never expect to find in these days of “hurry-up” and bored palates. Mogen David’s flavor is richly tantalizing, full-bodied and gentle…and sweet. Yes, sweet – but never too sweet. Just like that homemade wine Grandmother used to make.

“Mogen David is made from luscious, sun-drenched Concord grapes…taken from the vines at the height of ripeness, at the peak of flavor. Deep purple in color, firm to touch, and deliciously sweet to taste. In the winery, master wine-makers, skilled in this most traditional of professions…work carefully and slowly to transform the grapes through an exclusive process, into the shimmering ruby red wine of Mogen David.

“There’s a special goodness to meals served and cooked with Mogen David

     MOGEN DAVID (1950’s) Wine. Foods become more exciting…for Mogen David not only accents all the good natural flavors, but adds a subtle and delightful flavor of its own, raising the simplest dish to memorable occasions. Its uses in foods of all sorts – and drinks – are limited only by your imagination.”

Now this is really cute! When’s the last time you took a bottle of Mogen David to a dinner party?

GO CALLING with MOGEN DAVID…

“It’s a  might nice thing to do…and a gesture that will be appreciated, for everyone enjoys fine Mogen David Wine. Take it along when you go visiting, when you go calling, when you go to a party. That handsome decanter is an especially gracious way to say “Thank You” to your host and hostess…a way that will be remembered, because it shows you’ve thought about them enough to bring something out of the ordinary. It’s a compliment to your good taste.

“And when you’re pondering birthday and anniversary gifts…keep Mogen David in mind, it’s a good idea as a gift for those important days too.

       MOGEN DAVID (1950’s) 

“If it’s a boy – or girl – here’s a new twist to an old tradition! Pass out bottles of Mogen David to your friends. It lasts a lot longer, and certainly is more appreciated. It’s the very nicest way to celebrate that new heir or heiress.

“In your own home…always keep a few extra bottles of Mogen David in your refrigerator for those unexpected guests. Serve it often, serve it in many ways.

“Order Mogen David when you’re out at your favorite restaurant or cocktail lounge…see how much it adds to the pleasure of the occasion. Treat yourself to a memory.”

MORE FOLKS BUY MOGEN DAVID THAN ANY
OTHER WINE OF ITS KIND IN THE WORLD

That’s all for now folks. Hope you enjoyed something a little different.
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Tim

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