Brand Marketing

Perspective: Message in a Bottle

You cherish your dad’s old tweed jacket—but you don’t drink his whiskey

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

As a cocktails columnist and occasional bartender, Michael Dietsch often runs across old decanters and barware at flea markets near his home in Providence, R.I. But there’s one artifact he’s yet to encounter: “I’ve never seen a bust,” Dietsch says, referring to the kitschy piece of plaster handiwork that takes center stage in this 1962 ad for Old Grand-Dad.

Well, maybe one day. But the very fact that Dietsch is finding old decanters and barware at junk sales in the first place is the more telling point.