Selection of Liquor

April 12

Carl Robert Keyes Daily Advert Update , , , , , ,

What was advertised in a revolutionary American newspaper 250 years ago today?

Connecticut Gazette (April 12, 1776).

“The LONDON COFFEE-HOUSE … situated on the Post-Road leading to NEW-YORK.”

In the spring of 1776, Thomas Allen announced his plans to open the “LONDON COFFEE-HOUSE” in New Haven.  He previously operated a similar business, advertising it in the New-London Gazette in the summer of 1773, but apparently that establishment closed at some point during the years that the imperial crisis intensified.  Now he acknowledged “the Want of Place for the Reception, Ease and Quiet of my old Friends and Customers,” those “Gentlemen Travellers” who previously stayed with him, and decided to open a new coffeehouse “At the House lately occupied by Capt. Freeman Crocker, on JORDAN PLAIN, adjoining the Brook, very pleasantly situated on the Post-Road leading to NEW-YORK, over the Rope-Ferry, and within 2 Miles and 3/4ths of NEW-LONDON Court-House.”  Allen expected that such a convenient location would attract patrons.

He also emphasized the amenities available at new London Coffee-House, especially “the best of Liquors … at the usual reasonable Prices.”  He resorted to an appeal that he used in his advertisement from 1773: with a wink and a nod, he listed a variety of spirits he stocked “For the Benefit of the Sick and Weakly.”  Those unfortunate souls could purchase “Choice Genuine LONDON MADEIRA,” “Old MALAGA,” “Red PORT,” and other drinks “by the Bottle or smaller Quantity.”  In a nota bene, Allen informed local farmers and fishermen that a “generous Price will be given … for all Sorts of Fresh Provisions.  Also for fresh Salmon, Trout, Fish, [and] Lobsters.”  That notice provided a preview of the quality and variety of food that customers could consume along with their beverages as they enjoyed a leisurely respite from their travels.

Allen first ran his advertisement on March 29, alerting the public that his new establishment would open on April 10.  It appeared in two consecutive issues before the coffeehouse opened, likely inciting anticipation among some of those “Gentlemen Travellers” who had bestowed “many Favours” on Allen through their patronage of his former endeavor.  Once the new enterprise opened, he ran the advertisement once again as a means of welcoming patrons and encouraging readers who had not yet visited to experience the coffeehouse for themselves.

December 7

Carl Robert Keyes Daily Advert Update , , , , , ,

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

South-Carolina Gazette and Country Journal (December 7, 1773).

“As compleat a Stock of various Liquors … as any other Tavern or House of Entertainment whatsoever in this Province.”

Eugene Brenan worried that rumors purporting that he planned to “give up my HOUSE on the BAY” would damage business at his public house in Charleston.  To dispel whatever gossip circulated about the fate of his establishment, he ran an advertisement in the December 7, 1773, edition of the South-Carolina Gazette and Country Journal.  Though he acknowledged “many Losses …lately sustained,” he underscored his determination to run a public house that rivaled all others.   Quite the opposite of what some reported about Brenan closing his doors, he had been “constantly employed in improving” and furnishing his public house “for the Reception of such Gentlemen as may favour [him] with their Custom.”  His guests would convene in a gathering space “as elegant … as the House will admit of.”  The “outward Decoration,” however, did not matter as much as other amenities that Brenan provided.

He attempted to entice customers with promises of “as compleat a Stock of various Liquors, and as good in their different Qualities, as any other Tavern or House of Entertainment whatsoever in this Province.”  Whatever their tastes, gentlemen could order their favorite spirits at Brenan’s public house.  He also equipped the establishment with a billiard table for the enjoyment of his patrons, allowing for some friendly competition as they socialized and sampled the “various Liquors.”  Brenan encouraged readers to think of spending time at his public house as an experience, one that he “shall make it [his] constant Study and Endeavour to comply with the Expectations of [his] Customers.”  He was especially motivated “to give general Satisfaction” because he had been “brought up to no other Trade or Occupation whatever.”  Brenan put all of his energy into “Public House-Keeping” and tending to his patrons.  Whatever the gentlemen of Charleston thought they knew about Brenan’s alleged plans to close his public house, he hoped that an advertisement setting the record straight would convince them to visit and see for themselves the improvements he made, sample the liquors he stocked, play billiards, and socialize with friends and acquaintances.  Through his endeavors to serve them, Brenan suggested, his customers would discover a public house as comfortable and inviting as any in the bustling port of Charleston.