Rum The Spirit of the Ages

This essay has been gracing the back cover of the Trader Vic’s Cocktail Menu for decades. It serves to highlight the spirit that is most prominent in Trader Vic’s cocktails, and is both a history lesson and a list of “shout outs” to famed mixologists. This is a scan of a menu circa 1965.

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This is one area where I think that Victor Bergeron deserves more credit, as quite often he would credit the original creator of a cocktail on the menu or in his books. In the essay he highlights a number of 20th Century barmen including Frank Meier of the Ritz Bar in Paris, Constantine at La Florida Bar in Havana, and Albert Martin of Con Ton Bar in New Orleans. He ends with several pointed salutes to Don the Beachcomber of Hollywood.

The design includes pictures of some of the famous venues and a caricature of Don the Beachcomber himself. 

Closer view of the text

 

Three Dots and a Dash