According to Glen Hughes, “Simon B. Kitchel had enjoyed a varied and successful career. Coming to Coldwater, MI after the Civil War, he practiced law and served the county as prosecutor and the city as mayor. Kitchel compounded and sold the famous “Kitchel’s Liniment” — “Good for man or beast” — that became a household word throughout the country.” He also founded a local newspaper, the Daily Reporter, as “Mr. Kitchel had acquired a considerable amount of printing equipment to handle the labels and advertising for his product, and he conceived the idea that a newspaper was the answer to the problem of seasonal shut-downs.”
Wikipedia notes that “Liniment is a medicated topical preparation for application to the skin. Sometimes called balms, liniments are of a similar or lesser viscosity than lotions and are rubbed in to create friction, unlike lotions, ointments or creams. Liniments are typically sold to relieve pain and stiffness, such as from sore muscles or arthritis. These are typically formulated from alcohol, acetone, or similar quickly evaporating solvents and contain counterirritant aromatic chemical compounds such as methyl salicilate, benzoin resin, or capsaicin. Liniments have been around since antiquity.
Liniments are commonly used on horses following exercise, applied either by rubbing on full-strength, especially on the legs; or applied in a diluted form, usually added to a bucket of water and sponged on the body. They are also useful in hot weather to help cool down a horse after working, the alcohol cooling through rapid evaporation, and counterirritant oils dilating capillaries in the skin, increasing the amount of blood releasing heat from the body.”