7up BOTTLES ~ OUTSIDE THE BOX

[SODAPOPBOB]

PROHIBITION

January 16, 1920 to December 5, 1933

It was 97 years ago today that the 18th Amendment was ratified and 96 years ago today that Prohibition went into full effect nationwide.

"The 18th Amendment to the Constitution banned the manufacture, sale, and transportation of alcoholic beverages in the U.S. and its possessions. Contrary to common belief, it did not prohibit the purchase or consumption of alcohol. The Amendment was proposed by Congress on December 18, 1917. That’s the day it passed the Senate. The day earlier it had passed the House. The Amendment was ratified on January 16, 1919. It went into effect one year later, January 16, 1920. It was repealed by the 21st Amendment on December 5, 1933."


As we know, 7up was test marketed in 1928 and available to the general public in 1929. Both of those dates were during the Prohibition years and I have seen numerous, unconfirmed accounts stating that part of 7up's early success was due in part to Charles Grigg selling 7up to Speakeasies. I plan to look into this closer and see if the "Speakeasy" aspect is fact or fiction. But regardless of that, 7up was pretty widespread when Prohibition ended in 1933. One thing is certain - early 7up advertising definitely focused on alcohol, hangovers, and using 7up as a mixer for cocktails. It is this 'cocktail mixer' aspect that I'm currently focusing on, with particular emphasis on cocktail glasses. And if this sounds like I'm leading up to something, you're right!

(To be continued)

 

[SODAPOPBOB]

Here are just two of hundreds of ads I've seen showing a connection between 7up and alcohol in the early years. Some of the ads I've seen make it sound like 7up was strictly for adults, and it wasn't until later that they started promoting it as a drink for the entire family. And the alcohol connection wasn't just in the United States, it included Canada as well ...

1. The Journal Times Bulletin - Racine, Wisconsin - May 3, 1936

2. The Winnipeg Tribune - Winnipeg, Manitoba, Canada - December 31, 1937

 

[SODAPOPBOB]

The use of 7up as a mixer wasn't limited to just hard alcohol either, it also included wine ...

The Montana Butte Standard - Butte, Montana - December 20, 1936

 

[SODAPOPBOB]

P.S.

Did you notice in two of the last three ads I posted where they used the words glasses/glass? I noticed it too and have seen dozens of ads that use similar wording. Hmmm, not only was there a connection between 7up and alcohol, but its starting to look as if there might also have been a connection with 7up and cocktail-type glasses.

 

[SODAPOPBOB]

Now you know why I posted these particular images earlier - and not just because two of them include glasses, but also because of the dates, which, like I said, are the earliest 7up ads I can find ...

1. 1931
2. 1932
3. 1933

View attachment 168721

View attachment 168722

View attachment 168723

 

[SODAPOPBOB]

Speaking of cocktail glasses ...

I searched the newspaper archives between 1930 and 1940 to see what a typical cocktail glass looked like during that time period and found hundreds of examples. Of course there were variations in style, but the majority of them looked like the ones pictured in the following ads.

Note: I did not deliberately look for cocktail glasses that only had flared rims, its just so happened that the majority of the styles I found during that time period had a flared rim of some type.

I'm posting ads from the following years because they are the closest to the date when the 7up ACL swimsuit label was first introduced in 1935. The names of the newspapers they came from can be see when you open the attachments.

1. 1933
2. 1934
3. 1935

 

[SODAPOPBOB]

And my personal favorite ...

No pictures of cocktail glasses in this one, but I can't help but wonder if the cartoonish lady in the measuring cup is related to the Slenderizing Lady /Swimsuit Girl?

[1933]

 

[SODAPOPBOB]

Inconclusive Conclusion ...

Despite the fact that I have absolutely nothing to prove it, it is my considered opinion at this juncture that the design on the 1935 7UP ACL Swimsuit Girl label with the curve and squared-off overhang has 'something' to do with one and/or all of the following. And this doesn't mean I believe that its necessarily part of a glass, although it might be, but rather that it has something to do with ...

1. Alcohol
2. Alcohol Mixers
3. Alcohol Consumption
4. Cocktails
5. Cocktail Mixers
6. Cocktail Glasses
7. Etc., etc.

 

[SODAPOPBOB]

PART TWO ...


7UP & SPEAKEASIES ~ FACT OR FICTION?


I'm just now starting to research this and not sure what, if anything, I will find, but I thought I'd take a look anyway and see if I can confirm or refute this claim that is stated in so many historical accounts about the early days of 7up.

(To be continued)

 

[SODAPOPBOB]

For starters ...

It doesn't require much evidence or proof to make a connection between the 1935 7up swimsuit girl and some of the girls of the 1920s and 1930s who were often referred to as Flappers. Charles Grigg was obviously aware of Flappers and their general appearance when he designed and/or approved the design for his early 7up labels. But just to get things started, here are a few original images from the 1920s and 1930s pertaining to Flappers, with emphasis on Speakeasy Flappers ...