Showing minor signs of age, wear and handling. Expected fold creases from posting. Has small creases, a small fold-over tear and a tiny notch paper loss. No major issues to note. Eye-catching broadside-style layout w/ mixed bold header typefaces / fonts. Overall, in good condition. Will display well in your collection. You will receive the exact sheet shown in the photos. It measures approx. 4 3/4" x 11 3/8" **Ships safely - folded on one of the existing creases**

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Shaw's Malt Whiskey – Early 20th Century Advertising Circular – Louisville, Kentucky – Circa 1905–1915 An original early twentieth-century advertising circular promoting Shaw's Malt Whiskey, a bottled malt whiskey distributed from Louisville, Kentucky. This striking single-sided promotional piece features bold purple typography, an ornamental gray border along the left edge and upper margin, and an unusually direct sales pitch encouraging liquor dealers to try the product without assuming the financial risk of unsold inventory. The circular opens with the prominent advertising slogan: “YOU WILL NEVER KNOW UNTIL YOU'VE TRIED IT!” This is followed by an invitation to experiment with Shaw's Malt, emphasizing that the dealer would pay only for merchandise actually sold. The advertisement promises that if the whiskey failed to prove successful, the supplier would bear the loss rather than the retailer. Advertising and Sales Terms The circular is particularly interesting for its detailed description of a trial-selling arrangement, effectively offering whiskey dealers merchandise on a sale-or-return basis. Two purchasing options are advertised: - 12 bottles, each containing one-fifth of a gallon, priced at $7.00 per case. - 24 bottles, each containing 14 ounces, priced at $8.00 per case. Both prices are quoted F.O.B. Louisville, meaning the merchandise was priced for shipment from Louisville, with subsequent transportation charges generally becoming the purchaser's responsibility. The advertisement specifies four-month terms. At the conclusion of that period, the supplier would accept the return of any unsold bottles, leaving the dealer responsible only for the whiskey actually sold. This arrangement was designed to encourage merchants to introduce an unfamiliar brand without committing themselves to a substantial inventory investment. The circular concludes with the emphatic promotional statements: “IF YOU WANT A REALLY GOOD MALT WHISKY THEN TAKE OUR ADVICE AND TRY SHAW'S MALT” and “YOU WON'T REGRET IT. IT'S UP TO YOU!” Historical Background Louisville, Kentucky, was an important center of the American whiskey industry during the late nineteenth and early twentieth centuries. The city served as a major marketplace for Kentucky bourbon, rye, and other American whiskeys, supported by its distilling industry, railroad connections, river transportation, and extensive network of wholesale liquor merchants. Malt whiskey occupied a somewhat different market position from traditional Kentucky bourbon and rye. Produced primarily from malted grain, it was frequently promoted for its distinctive flavor and quality, sometimes appealing to consumers familiar with Scotch and other malt-based whiskies. The Shaw's Malt advertisement reflects the highly competitive American liquor market before National Prohibition. Distillers, wholesalers, and brand owners employed aggressive promotional methods to persuade retailers to carry their products, including favorable credit terms, introductory discounts, and guaranteed acceptance of unsold merchandise. The unusually generous four-month trial arrangement advertised here demonstrates the importance of securing retail distribution and building recognition for individual whiskey brands. Approximate Date Circa 1905–1915, with a possible date in the years immediately preceding National Prohibition. The circular does not carry a printed date or identify the distributing company beyond the Shaw's Malt brand and Louisville shipping location. Its typography, decorative border, advertising language, bottle sizes, and wholesale pricing are consistent with early twentieth-century liquor advertising. The absence of a company name or street address suggests that the piece may have accompanied separate correspondence or been distributed by traveling sales representatives already known to prospective customers. **Ships safely, folded on one of the existing creases**

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**Shipped securely in a poly sleeve, sandwiched in cardboard, inside a small rigid mailer via USPS Ground Advantage service w/ tracking**

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