Take a Trip Back in Time With These 11 Iconic Liqueur Posters
“Iconic” is a word that gets tossed around a lot these days, sometimes with little regard for accuracy. Even Merriam-Webster, keepers of the modern-day English lexicon, throw shade at the commercialization of the term on its definition page: “Today, companies and magazines and TV hosts are constantly encouraging us to think of some consumer item or pop star or show as first-rate or immortal or flawless [...] when he or she or it is actually nothing of the kind,” they write. A modern-day reality television star or brand of sneakers? Not quite iconic. But a brand with nearly three centuries of history and the visual evolution of their artwork to prove it? Well, yes: we're inclined to believe that kind of legacy lines up with that of a cultural icon (even by Merriam-Webster's stringent terms).
As we mentioned earlier this week, one of our favorite aspects of liqueur is how it has, a category, withstood the test of time, transcending trend and putting a unique stamp on each passing cocktail era. The same can be said for its advertisements, too, especially when you're talking about a portfolio of liqueurs centuries in the making. Marie Brizard, established in 1855 by the company's namesake, has a longstanding history and the archives to prove it. (Don't miss our recent foray into their old recipe books — there just might be a hidden gem worth resurrecting.) The company's visual identity is just as memorable as the liquids in their bottles: often whimsical, playfully chic and quintessentially French.
Because we're suckers for history and we love a good vintage find, we decided to sift through Marie Brizard's early to mid-twentieth century advertisements and posters. While the artwork and the tone shifts over the years, each bears an unmistakeable Marie Brizard quality, from the lighthearted romance at the tail end of the Gilded Age to the bright and bold colors of mid-century modern. Below, we take a look at some of Marie Brizard's most iconic, memorable advertisements and posters, each embodying its respective era in different ways. Read on to see how this legacy brand's visual identity has shifted through the years:
This advertisement, released one year before Europe would be beset by war, exudes a carefree and almost celebratory spirit.
A Marie Brizard poster from 1928. (Photo: Marie Brizard)A circa-1928 illustration showcases Marie Brizard's growing portfolio, which at this point included an apricot brandy, kummel (an herbal liqueur with a notable caraway presence), and cacao "chouao," a rich liqueur with flavors of vanilla and chocolate.