IT TURNS OUT that in 1956 the U.S. per capita consumption of spirits (primarily whiskey) was 1.81 gallons. So, on average, everyone was drinking a gallon of whiskey each year. Can this be true?

I would normally find that hard to believe. But…. I just read an old 1956 issue of Sports Illustrated. Now I think it just might be.

Yes, as you might have guessed, this is another ‘lost treasure’ that I’ve found in my dad’s stuff. I’m not sure why he kept this particular issue of Sports Illustrated. To be sure, he was a long-time subscriber. He loved all sports, although I think was always football was his favorite. For years and years, he was an avid skier. We would ski as a family, and he always loved the majesty of and storytelling behind the Olympics. Those are the cover features. Maybe that’s why he held onto this particular issue?

On the other hand, I’m betting that mom just never ran across it, so she didn’t get a chance to get rid of it.

This December issue undoubtedly geared the advertisements towards gift-giving. But still…there are so many whiskey ads in this issue. I’m counting thirteen. And one ad for pink wine. That’s a new one on me.

Future archeologists (anthropologists?) will assume in 1956 Americans who read magazines drank gallons of Whiskey.
Such a boatload of glorious vintage Whiskey/Whisky ads. Which is your favorite?

* * *

There was one more really weird part of this magazine. This two-page spread seems to be the result of a smitten SI photographer stalking a 20 year-old Swedish high jumper. I hope the shutterbug got a release from this young woman. But even so, it still seems kinda stalker-ish to me.