Thursday’s ad is for Bière Schleps, from probably the early 1900s. From the late 1800s until the 1980s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. I’ve been posting vintage European posters all last year and will continue to do so in 2020. This poster was created for Brasserie Schleps & Jalabert, which was located in Saint-Étienne in eastern central France. Not much is known about the brewery, apart from it was originally founded around 1880 and at some point took the name Brasserie Schleps. Far more well known in Saint-Étienne was Brasserie Strasbourgeoise, also known by the name Mosser, and Bière Mosser. It was founded in 1870 as the Wilcké Brewery (and was the Rinck Brewery and the Oppermann Brewery) before becoming known by the name Mosser in 1898. I don’t if both breweries were affiliated in any way, but they appear to have created posters using the exact same artwork and typography, though I don’t know who the artist was for the posters.