Thursday’s ad is for World Champion of the Thirst Quencher, from 1962. At least that’s the title given to it on the Swiss Poster Museum’s website. 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 was made to promote Swiss beer by the Swiss Brewery Association. It was created by Swiss artist Paul Trauffer.

The text of the poster on the glass is “Le Monde Entier En Boit,” which Google translates as “The Whole World Drinks.” I personally like the other translation a little better, although that may be because there was another poster using the same image but with different text. I could only find a small image of it, but you see the text is different, although I can’t quite make it out.