We’ll Drink to That: Newspaper Ad Celebrates End of Prohibition 73 Years Ago

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By: E&P Staff

Newspapers sorts used to be known as a hard-drinking bunch so they might have had even more reason than others to celebrate the end of Prohibition, 73 years ago today. Even happier about it: the makers of Dewar’s White Label. They took out a two-page spread in the first section of The New York Times today to mark the occasion.

One page reprints Page One of the Times on that fateful day, under the Dewar’s heading, “Stay Wet!”

The top Times headline then read: “Legal Liquor Due Tonight; City Ready to Celebrate; Stores to Open Tomorrow.”

Among the decks: “Toasts to End of Dry Era May Have to Be Drunk in Contraband” and “Extra Police to Curb Revelry in Midtown Area — Liquor Ships Race to Port.”

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