Advertisements on Chihuahua notes - Shops and suppliers (Ciudad Juárez)
D. W. Distillery Co.
The original Waterfill and Frazier distillery, located on the Silver River in Kentucky, was formed in 1810 by Jesse Waterfill and Holman Frazier. The plant was purchased in 1860 by William Waterfill and John Dowling. Upon the latter's death in 1903, Mary M. Dowling, the widow, became the sole owner of Waterfill and Frazier. In 1927 she agreed to transfer all usable equipment to Ciudad Juárez. The availability of sweet crystal water purified over limestone played an important role in selecting the Mexican city as a site for the plant.The union of the two groups became D & W Distilleria, S. A.
In January 1927, the company began producing its famous bordertown Waterfill and Frazier bourbon whiskey. The driving force behind D & W was the self-educated Mexican, Antonio Bermúdez, who, when elected president of the Juárez Chamber of Commerce in 1926, was described as "a young, progressive, wide-awake man.". Bermúdez settled in Ciudad Juarez shortly before the advent of prohibition and began operating his own wholesale liquor firm, Antonio J. Bermúdez y Cia. When Kentucky liquor stocks arrived in the border city, Bermudez was able to negotiate for their purchase and financed new saloons and cabarets that opened in the 1920s. Later, when the opportunity arose, the enterprising wholesaler entered into a partnership with the Dowling and Wahl (D & W) distillery. The move proved beneficial to both parties because the new Waterfill and Frazier bourbon was easily distributed through Bermudez' company's previously established outlets. But another phase of his wholesale distribution business was quite vague. A sizeable amount of the brands that he handled had a way of ending up in the "dry" United States. Eyebrows throughout the area were raised in suspicion on his wedding date because Bermúdez married the daughter of Manuel Mascarenas, Jr., the Chief Collector of Customs in Ciudad Juárez. Regardless of any suspicions, Bermudez was a dynamic businessman, civic leader, and political figure. His influence in local, state, and, later, national affairs spanned a wide area. His astute managerial ability directed the growth and expansion of D & W. In 1930, he and his brother alone were operating the enlarged facility, having acquired ownership control that same year. The wholesale liquor firm continued to thrive even during the Great Depression. Real estate, mining, ranching, and agriculture were a part of the personal empire that Bermúdez was building. His marriage to Mascarenas' daughter greatly increased his social standing and placed him in direct contact with powerful groups in Chihuahua City and Mexico City because the family was a highly respected landowning family with considerable influence. Manuel Mascarenas was later nominated by the Chihuahua legislature to become governor. The Bermudez and Mascarenas influence probably staved off an attempt by the federal government to close all distilleries in the nation.
This notice is dated to 1936.
'SOUVENIR MONEY/No money in the world/could buy the happiness/we wish for you/during this new year/of 1936/D. W. DISTILLERY CO./Juarez, Mexico/Distillers of/WATERFILL and FRAZIER/Famous Whiskey', known on $50 Banco del Estado
Destiladora del Norte
D. M. Distillery, Ciudad Juárez, makers of “Straight American” bourbon whiskey, 1920s
During the early 1920s the original bourbon whiskey distillery that opened in Ciudad Juárez before Prohibition was sold to American Frank O. Mackey and his Mexican partner, Luis Dominguez, and infused with capital by Louis J. Morris, a naturalised Mexican citizen. The new operation was named D. M. Distilleries, and it boosted production from eighteen to forty barrelsOne barrel is 50 gallons or 200 quarts daily of what it called “Straight American” whiskey. "Straight American—not a headache in a carload" was the boast.
Domínguez soon withdrew from the business. When Louis Morris decided to sell his holdings in D. M., the Spaniard Julián Gómez purchased the controlling interest and together with Frank Mackey continued to operate the company.
PanAmerican whiskey, produced by Lou Morris, was “the outstanding favourite of the border in the old days”El Paso Herald Post, 7 January 1939.
'DRINK/PANAMERICAN/WHISKEY/Best of all./CIA. DESTILADORA DEL NORTE S.A. C. JUAREZ, CHIH. MEXICO', known on $5 Banco del Estado
La Internacional
La Internacional was a store offering Mexican curiosities, wines and liquors as well as a bureau de change. It is known at two addresses on Juarez Avenue, Ciudad Juárez, first at 328 and 330 and secondly at 425.
'LA INTERNACIONAL / CASA DE CAMBIO / FEB-15 194[ ] - / Curiosidades / Av. Juarez 328 Tel 646' in box, known on $10 Banco del Estado
'LA INTERNACIONAL/CASA DE CAMBIO Y CURIOSIDADES/Y EXPENDIO DE BILLETES DE LA LOTERIA NACIONAL/ESTHER R. de MONREAL/AVE. JUAREZ 328- TEL. 646, C. JUAREZ, CHIH.', known on $20 dos caritas
'LA INTERNACIONAL/Wine & Liquors at Wholesale Prices/IMPORTED & DOMESTIC/330 JUAREZ AVE. PHONE 206 C. JUAREZ, CHIH/Souvenir Mexican Money/C, JUAREZ, CHIH., MEX.' and a rubber-stamped 'BILLY MAHONEY/20 VISTA LANE/BURLINGAME, CALIF', known on $5 dos caritas
The second address is 425 Juarez Avenue.
'LA INTERNACIONAL/WINES AND LIQUORS/WHOLESALE & RETAIL/425 413 JUAREZ AVENUE/TEL 206 C. JUAREZ, CHIH., MEX.' known on $5 Banco del Estado
'“LA INTERNACIONAL”/Vinos y Licores – Wines and Liquors/ Tome Usted Habanero “RIPOLL”/Telefono 206/Ave. Juarez 425 Miguel Castro, Prop. C. Juárez/ Imp. Comercial, Av. 16 de Sept. 204 Tel. 224', known on $5 and $10 Banco del Estado.
'“LA INTERNACIONAL”/Vinos y Licores – Wines and Liquors/ Ask for Habanero Ripoll/Telefono 206/Ave. Juarez 425 Miguel Castro, Prop. C. Juárez, Chih./ IMP. COMERCIAL - C. Juárez, Chih', known on $10 Banco del Estado
''When in Juárez ask for the famous/”RIPOLL”/THE BEST HABANERO/ 425 Juarez Ave C. Juarez, Chih., Mex/ 13 de Sept. 204 CIUDAD JUAREZ', known on $10 Banco del Estado
Palace Curio Shop
The Palace Curio Shop was on 16 de Septiembre.
SOUVENIR OF / C. JUAREZ, MEX. and oval stamp with legend 'PALACE CURIO SHOP, C. Juarez, Chih, Mex', known on $50 Banco del Estado de Chihuahua[image needed].
J. V. Proo
'VISIT J. V. PROO/WINES AND LIQUORS/ WHOLESALE AND RETAIL/3 BLOCKS FROM SANTA FE BRIDGE/TEL. 200 C. JUAREZ, CHIH., MEX. 413 JUAREZ AVE.', known on $10 Banco del Estado[image needed].
Radio XEJ
Radio XEJ was the first commercial broadcaster in Ciudad Juárez and one of the first in Mexico.
Juan Guillermo Büttner arrived at the border as a captain in the Mexican army to quell the Escobarista revolt. At the end of the conflict, he travelled to the United States but returned to Ciudad Juárez where, in collaboration with Efraín Valenzuela, a Juarense engineer and future partner, he built a 60-watt radio transmitter with which pioneer enthusiasts conducted a series of experimental tests in the late 1920s. Finally, with few resources, on 17 May 1930, they established the first commercial station in the town with a 100 watts transmitter. In January 1931 a new 5,000 watts transmitter, complete with a two-hundred-foot antenna, came on the air.
Harry Mitchell, recognising the advertising value of being heard throughout the Southwest, pioneered the practice of producing live radio broadcasts direct from the orchestra stand and dance floor of his café, the Mint. Because of the abundance of musical talent in El Paso and Ciudad Juarez, Radio XEJ used only a limited number of gramaphone recordings. Their listeners seemed to prefer the evening broadcasts originating from the cabaret during the evenings.
'Radio Statio XEJ, Juarez, Mexico / 5000 Watts 750 Kcls / "The voice of Mexico"' known on $20 dos caritas.
Red Cross Drug Store
'Buy Your Favorite/PERFUME/IN BULK/Also French Perfumes in Original Bottles/At the Red Cross Drug Store/217 Juarez Avenue/Across from the Post Office/Free Samples C.Juarez, Chih.', known on $5, $10 and $20 Banco del Estado
'While you are in Juarez / Visit Our PERFUMERY SHOP / AND / Buy Your Favorite French Perfume in Bulk / At the Red Cross Drug Store / Across from the Post Office / FREE SAMPLES / 217 Juarez Ave. C. Juarez, Chih', known on $5 Banco del Estado
The Reno
The Reno Bar on the left
'WHILE YOU ARE IN JUAREZ/VISIT OUR/Perfumery and Curio Shop/"THE RENO"/ANNEX TO RENO CAFE/423 JUAREZ AVE/BUY YOUR FAVORITE PERFUME IN BULK/FREE SAMPLE', known on $5, $10 Banco del Estado
'WHILE YOU ARE IN JUAREZ/VISIT OUR/PERFUMERY and CURIO SHOP/"THE RENO"/ANNEX TO RENO CAFE/423 JUAREZ AVE. /BUY YOUR FAVORITE PERFUME IN BULK/FREE SAMPLE', known on $5 and $10 Banco del Estado.
'While you are in Juarez/Visit Our/PERFUMERY AND CURIO SHOP/The "RENO"/Annex to Reno Cafe/423 JUAREZ AVE/Buy Your Favorite Perfume in Bulk/FREE SAMPLE', known on $5 and $20 Banco del Estado.
'BY YOUR FAVORITE/PERFUME/IN BULK/ALSO FRENCH PERFUMES/IN ORIGINAL BOTTLES/ANNEX TO RENO CAFE/423(hand correction) JUAREZ AVE/FREE SAMPLES C.JUAREZ.CHIH.', known on $20 Banco del Estado
'WHILE YOU ARE IN JUAREZ/VISIT OUR/PERFUMERY AND CURIO'S SHOP/"THE RENO"/423 JUAREZ AV. OR/”VILLA RICA”/AT THE COLONIAL MARKET/BUY YOUR FAVORITE PERFUME IN BULK/ALSO FRENCH PERFUMES IN ORIGINAL BOTTLES/FREE SAMPLE'S', known on $5 Banco del Estado.
'While you are in Juarez/Visit Our/PERFUMERY AND CURIO SHOP/The "RENO"/Annex to Reno Cafe/703 JUAREZ AVE/Buy Your Favorite Perfume in Bulk/FREE SAMPLE', known on $10 Banco del Estado.
A change of address.
Spanish Town
'COMPLIMENTS OF "SPANISH TOWN" JOSE D. GONZALEZ, PROP. AV.JUAREZ 501 JUAREZ, CHIHUAHUA, MEXICO', known on $10 Banco del Estado[image needed].
Victoria Curios
'Victoria CURIOS / Shop No 6 / We specialize in HUARACHES / COLONIAL MARKET / JUAREZ, MEXICO', known on $5 Banco del Estado[image needed].
Villa Rica
'WHILE YOU ARE IN JUAREZ/VISIT OUR/PERFUMERY AND CURIO SHOP/”VILLA RICA”/COLONIAL MARKET/ BUY YOUR FAVOURITE PERFUME IN BULK/FREE SAMPLE', known on $10 Banco del Estado