Merchandise figure - Alloy - 1940-1950

This image was used in bars, cafés, and liquor stores to promote the White Horse brand. It was usually behind the bar (hence the term "back bar") or on the counter to grab the customer's attention. The horse is iconic for the brand and represents the White Horse Cellar Inn in Edinburgh.

Dating: 1940s–1950s
There are a few specific clues on the label that help with dating:
• The Importer: The label states "Browne-Vintners Co., Inc., N.Y.C.". This was a major American importer of spirits in the mid-20th century.

• The location designation: The use of "N.Y.C." (New York City) without a postal code (zip code) often indicates a production date prior to 1963 (when zip codes were introduced in the U.S.).
• The alcohol content: "86.8 Proof" was the standard strength with which Scotch whisky was exported to the American market at that time.

Given these factors and the style of the image, it is almost certainly made in the 1940s or 1950s.

The Material: Spelter / Pot Metal
At that time these statues were often made of spelter (also called regule or pot metal). This is an alloy of zinc and lead that was easy to cast and cheaper than bronze, but heavier and more durable than plaster or papier-mâché (which the older statues were sometimes made of).
• The sculpture is hollow on the inside and then hand-painted. The paint damage you see (the spots where the paint has worn away and the gray metal becomes visible) is very typical for Spelter objects of this age.

The State and Collectible Value
Patina: The statue shows clear signs of wear. The layers of paint give it character and attest to its age. Collectors often call this an honest 'vintage look'.
• Market: There is a vibrant market for vintage whisky advertising. Because this is a metal version (and not a plastic reproduction from the 70s/80s or the fragile papier-mâché version), it is a sought-after item for a 'mancave', home bar, or whisky collectors.

Historical trivia
White Horse whisky is named after an inn in Edinburgh that was owned by the Mackie family. The whisky itself is known for its connection to the Lagavulin distillery (White Horse contains a core of Lagavulin malt), which gives it a smoky character.
Summary: it is an original American import advertising figure from the mid-20th century (probably ca. 1945–1955), made of zinc alloy.

Note: the bottle, of average size, is included in the image solely to illustrate the size of the object.