Another way to trace cocktail history is through matchbooks. Along with postcards, matchbooks were a way to spread the word about a bar, restaurant, or venue. Entrepreneurs were only too happy to supply a book of matches with their name and address emblazoned on the cover. Customers picked up a matchbook, took it with them and were reminded of where they had been every time they struck a match! Very often they were tossed in a draw as a keepsake of a special evening and resurfaced years later depicting a long-forgotten place. The distribution of matchbooks was especially popular prior to the ban on smoking in public establishments.
A vintage matchbook has a history to reveal just as an old postcard has a story to tell. Here is a look at a few of these ephemera treasures.
Honolulu Harry’s Waikiki Club, opened in 1946 and was located in Chicago, Illinois. It was the second iteration of his first club, Playtime. Harry incorporated a pseudo-Polynesian theme made popular by the godfather of tiki, Don the Beachcomber. The Waikiki Club was complete with all the tropical- trappings including Hawaiian performers, palm trees, and leis for the ladies. The enchanting atmosphere was meant to transport customers to paradise. Many of Harry’s fellow Japanese-Hawaiian Americans frequented his clubs that were opened following his release from a Japanese internment camp during WW II.
The Bayonne Times posted an advertisement on November 22nd, 1941, touting The Jade Restaurant in Jersey City stating, “Try our Chinese-American Food.” On May 24th, 1952, The Record ran a piece announcing that Charles Lee, the proprietor of the Jade Restaurant in Jersey City, will open a second restaurant in Fort Lee, New Jersey. Apparently, business was booming and Charles Lee was able to offer his patrons an over-sized matchbook during the Christmas season.
Interestingly, brands got into the matchbook advertising act, too. It was not uncommon to find a brand of booze posted on a matchbook available at the bar.
Try a Boulevardier Cocktail and add an orchid, orange slice, and cherry for a tropical effect. Recipe: 1 ½ oz. rye whiskey, 1 oz. Campari, 1 oz. sweet vermouth, stir all with ice in a mixing glass and serve with large ice cube. Cheers!
*further reading on Harry’s Waikiki Club available in the book, Cocktails Across America.
BEAUTIFUL!!!
Very striking!!! Cheers to the birthday girl!!!💝💝💝💝