City shops have traditionally put considerable care into displaying goods in their windows. Here, a bottle store uses the white horse trademark to promote White Horse whisky. Interestingly, in a New Zealand of the 1920s and 1930s, when temperance sentiments were still strong, the words emphasise the whisky’s medical value, rather than its taste or alcoholic effects.
Te whakamahi i tēnei tūemi
Permission of the Alexander Turnbull Library, National Library of New Zealand, Te Puna Mātauranga o Aotearoa, must be obtained before any re-use of this image.