“HBR in every home.”

The advent of television is a boon to HBR sales throughout the 1950s. Dunsmuir & Rapoport signs deals with the networks to exclusively sponsor a number of programs, including, “Uncle Milty’s HBR Hour,” and the annual, “Bing Crosby’s Hot Buttered Holiday Special.” As a result, the commercial appeal of Hot Buttered Rums has housewives across America stocking their homes, and bars, with HBR kits. The now-classic image of a husband coming home from the office and being greeted by his loving wife with his pipe and a Hot Buttered Rum becomes as ubiquitous as air-raid shelters and heavy-petting in the 1950s.