An other era and perspective on wine

Who loves wine, loves life

It is good to remind that along history the vision and understanding on things has evolved continuously. What you believed as rock solid decades ago evaporates overnight, and this in many fields (today's righteous certitudes will follow the same path, be sure of that). This story is not only an interlude while waiting a warmer season but a reminder on times where optics were totally different... These posters date from, say, around 1915 to the late 1960s'. Since the censorship law of 1991 there has been of course no positive communication campaign in France regarding wine, everything now unfolding instead by word of mouth and undercover. But on the bright side the natural-wine milieu is certainly the most vibrant in emphasizing the healthy and joyful nature of this age-old beverage...

Wine makes you strong - Let's drink wine

Give your preference to restaurants where wine is includedAverage lifespan : 59 for a water drinker, 65 for a wine drinker87 % of centenarians are wine drinkersWine is like milk for the elderlywine is the healthiest and most hygienic drink (Louis Pasteur)

Dad is happyHe's a beautiful and strong manHe drinks little wine but he drinks good wineLe Fleurie, the family's favorite wine

Saint PlonkDescend into us (bis)Bring fire into our heart, your sweetest fire (bis)

Advice from the [French] Medical Academy :Never [drink] more than a liter of wine per day ![average yearly consumption per inhabitant in France was around 128 liters in 1960, not counting beer, spirits, Champagne and cider]

Against flu : a mulled wine

Wine is FoodDrink Wine

One liter of 12 % wine equals :850 gr milk370 gr bread585 gr meat5 eggsProfessor Lapere, Faculty of Medicine of ParisProfessor Vires of the Faculty of Medicine of MontpellierProfessor Decref, of the Faculty of Medicine of Madrid[Advertisement for the Algerian-wine nécoce Sénéclauze]

Mulled WineBe it away from the lines or on the front line.....We'll vanquish by drinking it

Never more than a liter of wine per dayThe good measure : a quarter of a liter per mealHealth & Restraint

Drink wine, you'll have friends

Choose !Average lifespan for humans :53 years for a water drinker63 years for a wine drinker[advertisement by Savignon, Oran, négoce for Algerian wine

Gaiety !.. Health !..with COOP wines [COOP was back then a grocery chain]

VigneronsTo sell your harvest better and more expensively...make good wineMinistry of Agriculture / Direction of Agricultural Production{When there were wiser people in the administration...]

Poster by Wine Propaganda Group/ Béziers (a recognized public-interest organization)Drink Southern Wine...What to give to children ?... from the age of 4, SOME WINE, more or less diluted with water depending of the ageFor grownups, from 0,75 to 2 liters per day in mealsBetween meals, drink GRAPE JUICE

Alcoholism held in check by the consumption of wineMap of the northern limit of grape growing[They might have a point here : the regions above in grey were know to be heavy spirits drinkers (Normandy, Brittany, North]

Against pollution......Drink Wine !

Quintonine gives you good looksMake yourself a whole liter of fortifying wine[Quintonine was a concentrate sold in pharmacies, could me mixed with red wine]

To Arrive First, I Drink WineLongevityFrench virtuesStrengthGaiety[Wine delivery truck I presume]

My Daily Wine[Négoce's advertising ink blotter]

Soldiers' Mulled Wine CharityFree distribution is ensured by the sale of the stampNational campaign march 3 1940

Menu "Glory to Wine" from a restaurant in Pau (1933)[Menu print template designed by the National Wine Propaganda Committee](Click to enlarge)

To Drink a Glass is to Save a Winegrower

Comments

[Oliver Schweitzer]

What a treasure trove! I just skimmed the pictures, now I’m going to read what you wrote. As I Do with each of your posts.

[Sula Vineyards]

I can see great research behind this stellar post. Great work!

[Greg Bailey]

These advertisements are a lot of fun and also nicely ironic in today’s world of moderation and political correctness. I love what you are doing here and am impressed with your endurance to educate me on the mesmerizing world of wine!

[Bert]

Thanks Greg !