How Wine O’Clock Started Earlier Than You Thought….

Tiresome husband? Kids driving you mad?  Why not have a tipple in the afternoon?

Encouraging women to have a drink to quell the boredom and frustration of child-rearing and housekeeping might sound a bit Desperate Housewives, circa the 1950s.

But according to some archive adverts from women’s magazines from the 1940s to 1970s, this was exactly what was recommended.

Wait, what?

Okay, the advertisers were a bit more subtle than that – but not much. Their solution was ‘tonic’ wine, fortified with beef and with other ‘tonic elements,’ which apparently had ‘restorative’ properties – and quite a high percentage of alcohol.

This one from Women’s Realm Magazine in the 1960s reads: ‘It’s all right for him…’

According to the advert, the husband has ‘people to talk to, have a joke with’ while she has nothing to look forward to but ‘an empty house. And the same dull round of household tasks.’

Never fear the solution is here; Sanatogen tonic wine. Which is, according to the advert, ‘a wonderful restorative. This pleasant-tasting combination of tonic elements and rich, ruby wine soon has you feel your old self again.’

I’ve always loved this ad. “Bored when your husband is out at work? Drink wine! We’ve even added the word ‘tonic’ to make it sound healthy!” pic.twitter.com/dR711OgjcV

— Richard Littler (@richard_littler) October 6, 2017

With another ad entitled ‘Kids are murder’ Sanatogen also promises to help the frustrated mother deal with her kids, so she won’t have to be ‘screaming,’ ‘nagging’ and ‘bullying’ them when they do the ‘same stupid things’ again.

And here’s a companion ad: pic.twitter.com/JHA85dEckq

— Richard Littler (@richard_littler) October 6, 2017

Another advertisement in the same magazine is for Buckfast tonic wine and has an illustration of a woman with a 1960s hairstyle and a woebegone look on her face. The tagline reads: ‘When everything’s an effort’.

What about those wartime women?

The advert reads: ‘Worn out already with war worry.’

It continues with ‘almost every woman needs a wartime restorative of some kind.’

‘From the very first sip Wincarnis makes you feel like life is worth living. It pours iron, beef and malt extracts and two kinds of vitamins into your system – builds up your stamina RIGHT AWAY.’

The advert promises you will be ‘Cheerful in one minute.’

And at 17% alcohol, it’s no wonder.

Reminds me of this gem I recently spotted in a 1940s ‘Picture Post’…

Worried about war? Drink MEAT WINE!

(17%) https://t.co/FhXLChRLZF pic.twitter.com/LKo7f0uURO

— Dawse (@DawsePaws) October 6, 2017

Then the wine that helps you wake up fresh every morning. It’s recommended to be taken three times a day to keep you ‘absolutely fit’ and banish depression.

Then there’s this one… pic.twitter.com/QrpeBjZJIl

— collette leavy (@colletteleavy) October 7, 2017

Ah Desperate Housewives had nothing on these women.