This ad raises two questions. One, did Peychaud’s Bitters have a different formula during Prohibition, causing it to have a “new formula” starting in 1934? Also, does anyone know anything about this “How to Mix ‘Em” book that was apparently available at your local K&B stores at that time? Stanley Clisby Arthur’s similarly titled book was still 3 years off.
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Could this be the one you’re looking for @PhilipGreene ?
If so, drop me an email on Morten@pechehospitality.com and I’ll send you the PDF I have of it 
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Unlike Angostura Bitters, Peychaud’s Bitters production had to stop during Prohibition. Perhaps this is when they took a moment to modernize the recipe and switched from cochineal to artificial red dye for the coloration? I can’t find 100% solid evidence they they used cochineal, but artificial red dyes weren’t around when it was first marketed.
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