During Prohibition, whiskey could legally be sold as medicine. This particular bottle of Four Roses bourbon was prescribed to a patient in Sparks, Nev., in 1924. The label tells patients to mix 2 ounces of whiskey with hot water. PHOTO: Ten Speed Press/Four Roses
Many a book, blog and news article has been devoted to the topic of whiskey: the way it’s aged, where to drink it, how to store it and serve it or pair it with food. But comparatively little attention has been paid to how whiskey is packaged. Spirits and wine writer Noah Rothbaum felt that it was time that American whiskey labels had their day in the spotlight. His new book, The Art of American Whiskey, traces the history of surprisingly elaborate labels from the 1800s to today.
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