POST-PROHIBITION COCKTAIL CULTURE

Ginrum Alpha Company

The Legend of Liqueurs, Wines and Spirits [Spirits Lore, Cocktail Culture, Distillation History, Promotional Publishing]

Hastings, Nebraska: Ginrum Alpha Company, 1936. Deluxe Fourth Edition,
WHEN AMERICA DRANK AGAIN — A DELUXE POST-PROHIBITION GUIDE TO COCKTAIL CULTURE, SPIRITS LORE, AND THE MODERN HOME BAR.
A compact and visually striking 1936 promotional volume issued by the Ginrum Alpha Company, The Legend of Liqueurs, Wines and Spirits blends practical cocktail guidance with historical lore surrounding distilled spirits, wines, and cordials.

Produced in a deluxe pocket-sized format with bright red spiral binding and plastic boards, this example survives in unused condition with its original presentation box, a combination rarely encountered and far superior to typical circulated copies.

PHYSICAL DESCRIPTION: Red spiral binding with translucent plastic boards. Octavo pocket format, approximately 3.5 × 5.5 inches. 229 pages including index. Printed throughout in black on coated stock. Issued with the original fitted presentation box. Companion title The Art of Mixing Drinks referenced on box lid.

CONDITION: Fine. Bindings tight and clean. Text crisp and unread, with no handling wear. Boards bright with no discoloration. Presentation box near fine, showing only minimal edge wear. Deluxe Fourth Edition.

Commonly encountered in worn or heavily used condition without box. Complete examples with the original presentation box and unused interiors are uncommon.

HISTORICAL SIGNIFICANCE —
Unlike standard cocktail manuals of the period, this volume emphasizes origin stories, regional traditions, and legends surrounding liqueurs, wines, and spirits, positioning mixed drinks within a broader cultural and historical framework. The Ginrum Alpha Company’s branding reflects a transitional moment in American drinking culture, as pre-Prohibition traditions were reframed for a post-Repeal audience through compact, giftable formats designed for home bars and personal libraries.

Issued only three years after the repeal of Prohibition, the book captures a moment when American alcohol consumption was being re-legitimized and re-educated. Its design, materials, and presentation box underscore its role as a promotional prestige item rather than a utilitarian bartending guide.

Subjects: Spirits and Liqueurs, Cocktail Recipes, American Drinking Culture, Prohibition Aftermath, Food and Drink History, Cocktail Literature, Promotional Publishing.

Item #21411

Price: $125.00