Meanwhile, we reported that "beer advertising, which had been in
declines for several weeks, reappeared with copy stressing the new
strength of the beverage." (Prohibition allowed "near beer"
sales.)
It seems that one reason for the slow roll-out of booze ads is
the fact that some state legislatures did not act immediately to
approve regulations. For instance, despite Wisconsin being "one of
the wettest of the wet states," prohibition repeal meant "nothing
to residents or advertisers" in the state because the legislatures
special liquor session did not convene until Dec. 11. But things
were much different in wine-producing San Francisco, which put on a
repeal celebration, while evening papers on Dec. 5 and morning
papers on Dec. 6 ran "special wine and liquor sections running as
high as 16 pages, and well-filled with advertising."
One funny footnote: Bristol-Myers Co., really stepped up
advertising in the wake of repeal. Why? "Executives forecast many
headaches following repeal celebrations."
The company ran 1,000-line ads in cities with the biggest
parties telling sufferers to "put the sun back in the sky -- with
Sal Hepatica," which was a laxative brand that the company also
marketed as combating acidity (heartburn).