lProhibition
went into effect in 1920 and essentially put an end to the
production of shot glasses and other whiskey advertising.
For the next 14 years, whiskey could only be obtained illegally
from bootleggers like Al Capone or with a Physicians
prescription. Alcohol had long been used for
"medicinal purposes" so its dispensation by
pharmacists was not so surprising. A few distilleries
continued production under close government supervision, but the
bulk disappeared for good. The liquor wholesalers had to
re-invent themselves to maintain a livelihood. For
example, Caspar Vetter was a German-born liquor wholesaler and
importer who plied his trade at 427 Poplar Street in
Philadelphia beginning in 1884. He is the orginator of the
shot glass shown below. Checking the Philadelphia city
directories show him to be still at the same address in 1924 but
now as a soft-drinks merchant.
Although the United States as a whole went dry in 1920, the "wets" had lost their battle with the "drys" much earlier in some states .
Maine went dry in 1851 and Kansas in 1880 which probably explains why there are no known liquor advertising shot glasses from these states. By the time that the Volstead act was passed, most liquor-related establishments appear to have been advertising via shot glass giveaways. Glasses from this time are typically very simple with the name and address of the establishment in plain block letters and no monogram or design.
When Prohibition ended on December 5, 1933, most of the old whiskey houses had vanished. Their old brand names were acquired by new corporate conglomerates who rebuilt the industry essentially as we see it today. Some of the shot glasses from the years immediately post-repeal are reminiscent of the earlier, pre-pro glasses, but they have none of the charm or value. An era had passed and the spirit and character of the old days has gone for good. All that remains are a few crystal glasses that hold the memories of a generation.
Welcome to the club.