MATCHBOOK

Description: CARDBOARD COVER IS WHITE AND ON BACK HAS GREEN RECTANGLE WITH BLACK SHADOW OF BREWERY AS ON FILE P19950059001-GA AND READS IN BLACK THEN WHITE "AFTER THE FAMOUS FORMULA OF THE HOUSE OF LETHBRIDGE", THEN IN RED BELOW READS "DRY GINGER ALE". HAS NARROW FOLD ALONG BOTTOM AND READS ON IT IN RED "FOREMOST MATCHES(JAPAN)". FOLD IS WIDER ALONG TOP AND READS IN RED "BUY 'BRIDGE". FRONT IS SAME AS BACK EXCEPT HAS IN RED ABOVE PICTURE "SICKS' LETHBRIDGE BREWERY LTD.". FRONT COVER FOLDS UNDER END OF FOLDED BACK PIECE. HAS BROWN FLINT ACROSS BOTTOM. STAPLE GOES THROUGH BOTTOM OF FLINT, MATCHES INSIDE AND BACK COVER. MATCHES ARE FULL (20) AND ARE CARDBOARD WITH RED FLINT TOPS. CARDBOARD HAS MINOR WEARING ON EDGES. SOME DISCOLOURATION.

History: ACQUIRED AT FLEA MARKET IN CLARESHOLM. "SHADOW ADVERTISING" ADVERTISED POP AS A MEANS OF PROMOTING THE BREWERY IN A TIME WHEN THERE WAS A BAN ON ADVERTISING ALCOHOL. THE FAMILIAR LETHBRIDGE BEER LOGO WAS TRANSFORMED TO ADVERTISE DRY GINGER ALE INSTEAD. SEE FILE P19900020001-GA FOR HISTORY OF BREWERY.