Monday’s ad is for Heineken, from maybe the 1960s or possibly later. 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 one was created for Heineken, which was founded as De Hooiberg in 1592 in Amsterdam, in The Netherlands. The Heineken family bought the brewery and renamed it in 1864. This ad is for their Bokbier, showing three respectable gentlemen straight out of a Rembrandt painting. But it looks more like it’s just trying to emulate that style, and otherwise looks more modern. The text at the bottom, “Deze tijd brengt van oudsher Heineken Bokbier” is translated by Google as “This time brings from traditionally Heineken Bokbier,” so I suspect it’s meant to invoke a sense of tradition.
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