Bieres de Garde

This delightful French brewery poster from the early 1930s captures the joie de vivre of traditional bière de garde culture with irresistible charm. A corpulent medieval gentleman, dressed in a brown tunic with flowing sleeves and impossibly pointed red shoes, gazes adoringly at his overflowing stein of golden beer. The dramatic black background makes the warm amber tones of the brew and the golden orange typography practically glow. Created for Brasserie Arnould Mochez of Onnaing in northern France, the poster advertises their traditional farmhouse ales, wines, and spirits. Bière de garde, meaning 'beer for keeping,' was a regional specialty of the Nord-Pas-de-Calais region near the Belgian border, brewed in cooler months and cellared for summer enjoyment. The choice of a Renaissance-era figure cleverly evokes centuries of brewing tradition. Printed by Affiches Grau, Merfi & Cie of Lille, this large-format lithograph demonstrates the high quality of regional French commercial printing. The artist, Le Clercq, created a memorable character whose obvious appreciation for fine beer transcends language barriers. A standout piece for collectors of French advertising or beverage memorabilia. Size: 47.0" x 31.5" Condition: Very Good, Conservation mounted on linen. Poster has never been folded. Age toning and fading in accordance with posters age. Background blemishes in left and upper mid quadrants. Please note that due to contrast lighting some soft blemishes may be difficult to see, additional photos available upon request. Conservation mounted on linen. Please use zoom feature to get a better understanding of overall condition.