Frisco’s John Spruance — Designed to Sell Whiskey

Called the “Metropolis of the West,” San Francisco was the first major city west of the Rocky Mountains and the center of the western liquor trade. Noted for its proliferation of distillers, wholesale and retail liquor dealers and saloons, competition for drinking customers arguably was the fiercest in America.  John Spruance distinguished his liquor house amidst the crowd by the eye-catching designs of his saloon signs, labels, and other advertising. 

 Saloon signs:  Shown above is a unusually large and elaborate saloon sign issued by Spruance and gifted to San Francisco drinking establishments featuring his whiskeys and other products.  The sign advertises “Spruance Stanley Co., Importers and Dealers in Wines and Liquors, San Francisco,” with an unusual illustration of two fancy dressed women in a rowboat that might be tipped over at any moment.  A standing lass shows a bit of bosom; her companion flashes some leg. 

 

Meanwhile, along each side of the sign, small windows bear six other illustrations.  The first tier feature “putti,” — naked baby figures.  At left, five such seem to be engaged in a liquor celebration; at left the tots are harvesting grain.  The next tier depicts barrels, at left in a general warehouse, at right bearing the names of company products, among them:  "Kentucky Favorite,” O.P.T. Whiskey,” “O.F.C Sour Mash Whiskey,”and "Sunflower Pennsylvania Rye.”  The third tier includes a drawing of the Spruance Stanley liquor house and a primitive still.

Although wrestling a central theme from the previous sign is impossible, the picture above tells a story when closely observed.  At first glance it would seem the typical bucolic deer representation.  But look in the far distance.  High on a ridge a wagon loaded with barrels of whiskey is leaving the scene.  But not before the driver has unknowingly dropped and broken open a barrel of O.F.C. Sour Mash.  A doe is eagerly drinking up the spill while the stag is eagerly swallowing a mouthful of liquor.   There will be a hot time in the glade tonight!

The third Spruance Stanley sign, advertising “Kentucky Favorite Old Bourbon Whiskey,” is a more typical drinking establishment offering.  A comely young woman showing a hint of bosom and an elaborate hat was a standard wall decoration in the pre-Prohibition era.  Surrounding the figure with a horseshoe was a touch to be seen in other company advertising.  It apparently represented the Kentucky origins of several Spruance brands.

Labels:  Spruance’s liquor house lavished similar attention to design on its labels, making them as eye-catching a possible.  Shown above are two examples.  At left is the label that adorned the company’s African Stomach Bitters, a “medicinal” with a high alcoholic content.  Note the elaborate typography that gives this label style.  Unlike most depictions of Africans this individual is heavily clothed.  The second label is similarly ornate with a variety of type faces (often called “circus” layout).  A horseshoe is part of the motif.  

As shown below, Spruance also provided for elaborate embossed labels on the glass bottles themselves.

Other:  Spruance shot glasses, given away as advertising to the saloons, hotels and restaurants featuring the company liquor also are distinctive.  They advertise company brands, “Sunflower Pennsylvania Rye and “Old Bourbon Whiskey.”  Note that on shot glasses Spruance once again used the horseshoe motif. 

The man behind these artifacts was John Spruance, born in Pennsylvania in January 1823.  Of his early life little is known.  He first attained notice in San Francisco business directories in 1867 as a partner in a local liquor house called J & J Spruance.  That business was dissolved in 1872 and Spruance emerged as the managing partner of a new organization called Spruance, Stanley Company.  During ensuing years, although the company name remained the same, S. L. Stanley departed to be replaced by a succession of partners.  

Self-described as “Importers and Wholesale Liquor Merchants,” Spruance’s company was successful for 34 years as its imaginative marketing designs proved popular with the drinking public .  He was able to open a second outlet in Sacramento.  Spruance’s profitable enterprise came to an abrupt halt with the San Francisco 1906 earthquake and fire.  Many Frisco liquor merchants rebuilt.  Now in his early eighties, Spruance did not.  

Two years later, on December 21, 1908, John Spruance died, a month short of his 86th birthday.  His legacy is in the well-designed array of saloon signs, bottles, labels, and other liquor-related artifacts eagerly sought by collectors today.

Note:  Unfortunately I have not been able to find a photo or other picture of John Spruance, despite his many years at the head of a major San Francisco liquor house.  My hope is that a descendant or alert reader will see this post and be able to remedy the omission.