Brick trick

Contrary to the often cited ‘fact’ that the first advert to feature Santa Claus was the famous 1931 ad for Coca-cola, he actually first appeared in Life magazine in 1923 in an ad for what drink? to find out, solve the puzzle… enter the answers to the clues in the grid. every word is an anagram of its neighbours, plus or minus a letter. read the shaded squares in number order for the prize answer.