Monday’s ad is for Brasserie De Vézelise, from 1914. 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 Vézelise, Moreau & Cie., which was located in northeastern France. It was founded in 1863 and closed in 1972. “This poster shows us Hebe offering a beer in the sun on his chariot, in an immense solar glow, after the latter launched a call to him: ‘Ohé Hebe! a Vezelise!’ In Greek mythology, Hebe, daughter of Zeus and Hera, was the goddess of youth and served nectar to the gods. She is pictured here riding the eagle of Zeus, holding two mugs of beer in both hands and offering one in the sun. At the end of the 19th century, Hebe was also the nickname poetically given to the waitresses of breweries, in particular in Lyon.” This poster was created by French artist Victor Prouvé.
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