🥃 What's In A Name?

Email newsletter originally sent to subscribers on 22 August 2024

Despite the saying, so many people actually do judge a book by its cover. And they also consider, or dismiss it, simply on the basis of the title alone.

And while the title of a book may not directly reflect the quality of its content, it's still crucial to choose one that captures the attention of the (potential) reader.

This element of the book writing process was certainly proving tricky for me, to say the least. Until I came across this: The Opening of the Case.

The Illustrated Sporting and Dramatic News - April 1898

In April 1898, Pattisons Ltd launched a competition in the press. Each of the individuals in this image is famous. Apparently 😉 And, in order to win one of 50 cases of Pattisons’ Royal Gordon Perfection 15 years - each case contained 12 bottles - you just had to name every celebrity in the illustration. Simples.

Now, I have no idea of who they are. And, to be honest, haven’t even tried to find out. But the illustration is undoubtedly wonderful.

There are, however, two additional elements of this that I really love.

As an ex-languages teacher, the first is the jeu de mots: ‘case’ as in a case of whisky and ‘case’ as in a court case.

Cue element number two: the absolute irony of it.

What neither of the brothers could ever have predicted was that, just seven months after this competition had been running in the papers, Pattisons Ltd would have no option but to stop payment. And that, in April 1901 - three years later - they would find themselves in court facing charges of fraud and embezzlement.

And, so, after several terrible working titles, with that one wee stroke of luck, the title “Opening The Case” came about. It seems to me to be the perfect fit. Here’s hoping you all agree 😊

Slàinte!
Justine