BOTTLE, SOFT DRINK

Description: LONG NECK GREEN BOTTLE WITH DRIP RING ON NECK, C/W CROWN CAP & FILLED. LITHO LABEL "LETHBRIDGE" & "6 SICKS' CONTENTS 10 FL. OZS." ON OPPOSITE SIDE. MASKING TAPE (REMOVED) READ: "LAST BOTTLE BOTTLED ON FEB 24/66 11:30 AM". CAP READS "DRY GINGER ALE". SEE CONSERVATION REPORT.

History: THE LETHBRIDGE SICKS "6" BREWERY BEGAN ITS SOFT DRINK LINE IN THE EARLY 1900S, PRODUCING UNDER THE ORANGE CRUSH FRANCHISE AND ITS OWN LETHBRIDGE LABEL. THE LINE HELPED SUSTAIN THE BREWERY THROUGH PERIODS OF PROHIBITION AND BANS ON ADVERTISING ALCOHOLIC BEVERAGES. IN 1965, SOFT DRINK OPERATIONS WERE SOLD TO 7-UP LETHBRIDGE BOTTLING LIMITED. JACK LAKIE, BREWERY GENERAL MANAGER, STATED THAT THE SALE WAS MADE IN ORDER TO FOCUS THE PLANT'S PRODUCTION ON MAKING BEER, WHICH HAD ALWAYS BEEN THE BREWERY'S MAIN INTEREST. THE SALE, HOWEVER, WAS MORE LIKELY THE RESULT OF THE GOVERNMENT'S DISCONTINUATION OF A BAN ON THE ADVERTISEMENT OF ALCOHOL. SICKS' GINGER ALE SUBTLY PROMOTED THE BREWERY'S LETHBRIDGE BEER LABEL IN A MARKETING STRATEGY KNOWN AS SHADOW ADVERTISING. THE LETHBRIDGE DRY GINGER ALE LOGO WAS ALMOST IDENTICAL TO THAT OF LETHBRIDGE BEER, THUS, ADVANCING THE SALE OF BEER THROUGH THE ADVERTISEMENT OF POP. THE LAST BOTTLE OF LETHBRIDGE GINGER ALE WAS PRODUCED ON 24 FEBRUARY, 1966 AT 11:30AM. SEE P19900020001-GA FOR LETHBRIDGE BREWERY HISTORY.