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Beer In Ads #3009: Birra Pedavena The Mad King

Thursday’s ad is for Birra Pedavena, from around 1930. From the late 1800s until the 1960s, poster art really came into its own, and in Europe a lot of really cool posters, many of them for breweries, were produced. This poster is for Birra Pedavena, founded by brothers Sante, Luigi and Giovanni Luciani in PedavenaItaly in 1897. The brewery was bought by Heineken in 1974, who announced they were closing the plant in 2004. The brewery worked organized protests and persuaded Heineken to sell it to Birra Castello, who reopened it in 2006. The poster was created by Italian artist Plinio Codognato.

And here’s a slightly clearer version of the poster, but it’s also quite a bit smaller.

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