Vintage Toronto Ads: Let's Have a Sherry Before Dinner!
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Vintage Toronto Ads: Let’s Have a Sherry Before Dinner!

Touting the taste (and economy!) of 1950s domestic fortified vino.

Source: Liberty, October 1955.

As with many cookbooks from the 1950s, print quality and the passage of time have not done wonders to the appetizing qualities of these special oven-roasted meals meant to be enjoyed with a cheap Canadian sherry. That this fine beverage’s economic benefits are touted as much as its palate-pleasing qualities tends to reinforce the poor image the Canadian wine industry enjoyed among serious oenophiles at the time.

We weren’t able to find much about the Canadian Wine Institute apart from its evolution into the Canadian Vintners Association. We do know that they offered a free home delivery service during the 1950s—newspaper ads published throughout the decade offered prompt service if you ordered three or more bottles over the phone from the nearest wine store. The organization also offered cooking guides rich in suggestions for using sherry in ways other than pickling yourself.

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