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"WCTU" in this case is the Women's Christian Temperance Union, which was a strong supporter of Prohibition. The party gent at right in this 1932 cover could probably get ice somewhere else, but why not get an added cocking-a-snook when you can?
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Surprisingly, the WCTU was still around in the 1950s https://www.youtube.com/watch?v=o_30wGIkwo8 (part 1) https://www.youtube.com/watch?v=-AK-Z29C294 (part 2)
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