March 28

GUEST CURATOR: Evan Sutherland

What was advertised in a colonial American newspaper 250 years ago this week?

Mar 28 - 3:27:1767 New-Hampshire Gazette
New-Hampshire Gazette (March 27, 1767).

“CROWN Coffee-House.”

According to Colonial Williamsburg, coffeehouses in the eighteenth century were “information centers and forums for debate and discussion.” Coffeehouses were places where people had conversations with others. Most coffeehouses were not limited to serving just coffee, but provided tea and chocolate as well. Some coffeehouses served alcoholic drinks as well, including the “ALE, PUNCH, WINE, &c.” at Isaac Williams’s Crown Coffeehouse. Coffeehouses that did not serve alcoholic drinks sometimes struggled to compete with those that did. Coffee, states Steven Topik, was often dismissed as an unnecessary luxury.

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ADDITIONAL COMMENTARY: Carl Robert Keyes

Isaac Williams issued a challenge to the readers of the New-Hampshire Gazette. Rather than simply announce that he stocked and served “the best of LIQUORS” for his patrons at the Crown Coffeehouse in Portsmouth, New Hampshire, he dared them to “be so kind as to call and judge for themselves, whether his ALE, PUNCH, WINE, &c. is not as good as at other public Houses.” Advertisers in the eighteenth century, like their counterparts today, engaged in a complicated dance with potential customers. They made claims that they wanted readers to believe, often offering assurances of their validity and trustworthiness, but they also expected potential customers to greet their appeals with some skepticism. Williams acknowledged as much, insisting that he “would not have them take his Word.” Instead, he craftily invited comparisons with other establishments. Readers could not make such comparisons, however, unless they actually became customers and sampled the offerings at the Crown on Queen Street.

Once he got them through the doors, Williams promised a variety of amenities in addition to the “best of Liquors.” In addition to the quality of the beverages, “Gentlemen” experienced a refined atmosphere that included “large and small Entertainment, provided in the most genteel manner.” Such entertainment may have included performances by any of the variety of itinerants that Peter Benes examines his recent book, For a Short Time Only: Itinerants and the Resurgence of Popular Culture in Early America. Musicians, singers, magic lanternists, puppeteers, actors, and conjurers all performed in American taverns and coffeehouses throughout the second half of the eighteenth century. In addition, the advertisement indicated that Williams likely completed renovations to make his coffeehouse a comfortable space for men to gather, drink, gossip, conduct business, discuss politics and current events, watch performers, and exchange information. To that end, he invested “considerable Expence … in making his House convenient” for the entertainment of his patrons.

From the liquor, coffee, and food to entertainment, furnishings, and service, Isaac Williams described an atmosphere that could only be truly appreciated by experiencing it. He prompted readers to imagine themselves drinking and socializing at the Queen, making it more likely that some would accept his challenge to visit and “judge for themselves” whether his coffeehouse compared favorably to other public houses.

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