Strange Advertising in Seattle

Any idea what to make of this? I saw it painted on the wall of a building in Capitol Hill today. It is a cool vintage ad from Dewars appealing to the people of the Pacific NW who often reside within the relative proximity of volcanos (e.g. Mt Rainier).

 I guess the slogan on the mural "Success is not always at the Summit" is a reference to moderation?

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