Southern Comfort Publications

Beachcombers’ Happy Hour Barguide (1970) Southern Comfort Cocktail Recipe Pamphlet

Name: Beachcombers’ Happy Hour Barguide (1970) Southern Comfort Cocktail Recipe Pamphlet
Brand: Southern Comfort Publications
Price: 16.00 USD
Availability: InStock

$16.00 USD

Sale Sold out

Shipping calculated at checkout.

Low stock: 1 left

Title:: Beachcombers Happy Hour Bar Guide
Publisher:: Southern Comfort Corporation
Era:: Mid-Century Modern (1945- 1970)
Date:: 1970
Material:: Paper
Dimensions:: 4 ¾” x 8 ¼” (closed)
Condition:: Very Good (VG)
Ephemera:: Culinary pamphlet
Cover:: Staple‑bound softcover
Pages:: 12
OCLC:: 244448477
Book genre:: Advertising | Barware | Lifestyle

Vibrant 1970 Southern Comfort cocktail guide filled with beachside photography, mid-century drink recipes, and sunny poolside style.

Collector’s Note

Vintage cocktail recipe pamphlets from the mid-20th century are increasingly collected for their bold graphic design, lifestyle photography, and nostalgic bar culture. Promotional pieces produced by liquor brands such as Southern Comfort capture the relaxed leisure aesthetic of the late 1960s and early 1970s—making them both collectible advertising ephemera and visually striking décor.

The Beachcombers’ Happy Hour Bar Guide, published by the Southern Comfort Corporation in 1970, is a lively example of mid-century beverage advertising and promotional recipe ephemera.

Designed as a compact 12-page cocktail leaflet, the guide blends colorful photography, drink recipes, and playful beachside imagery. Throughout the booklet, sun-drenched scenes of beachgoers in Catalina swimwear and casual resort fashion evoke the carefree optimism of American leisure culture at the dawn of the 1970s.

The pamphlet offers a variety of classic cocktail recipes and bar-mixing tips intended for relaxed entertaining at the beach, poolside, or summer gathering. Alongside classic recipes such as martinis, margaritas, and daiquiris, featured drinks include:

Honolulu Cooler, described as a favorite at the Sheraton Royal Hawaiian Hotel
Comfort Summer Sour from the La Jolla Beach & Tennis Club
Lemon Cooler associated with the El Mirador Hotel in Palm Springs
Comfort Julep from Louisville’s Brown Hotel

The leaflet remains in good vintage ephemera condition with no tears and appears unused. Minor age-related browning spots are present. Based on the trimmed outer edge, the pamphlet was likely a tear-out insert from a lifestyle or magazine promotion, a common distribution method for liquor advertising guides of the era.

Explore more culinary advertising in our collection, Vintage Recipe Pamphlets & Booklets | Advertising Cookery. ↗

Framing Appeal

With its bold typography, colorful cocktails, and sun-soaked beach photography, this 1970 Southern Comfort pamphlet lends itself beautifully to framing. The interior spreads feature lively graphics and lifestyle imagery that capture the playful spirit of vintage cocktail culture. Displayed open as a two-page spread, it makes a striking decorative accent for a home bar, lounge, or retro entertaining space.

Just a quick heads‑up: the photos reveal details far better than text alone, so they’re worth a close review.

We share as much accurate information as possible about each item—from provenance to condition—but the images often show the nuances best. If you ever need more details, we’re always happy to help.