130 - Vve SÉVOZ & Cie Plant-Based Absinthe - c. 1910

Vve SÉVOZ & Cie Plant-Based Absinthe - c. 1910 “Going to the Market” Rare original lithographed advertising poster. 54.5 x 35 cm. “Printed by Léopold Verger & Cie, Paris” Good overall condition. - Fresh, well-preserved colors. There are some subtle perforations in the margins and slightly trimmed corners, which do not affect the subject, as well as scattered and diffuse stains in the background of the design and a few foxing spots in the margins; overall, the piece remains in a fine condition. “Végétale Absinthe,” “Quina Bergusien,” “Surfine Liqueurs” from Veuve Sevoz & Compagnie in Bourgoin. A historical testament to the Belle Époque, when the terms “Végétale” or “Hygiénique” were crucial marketing claims used by distillers to guarantee natural coloring from plants (chlorophyll) and health benefits, thus setting themselves apart from low-grade, adulterated absinthes cut with industrial alcohols and colored with highly toxic copper salts. The design features a superb depiction of a market scene from the era, with biplanes soaring overhead. In the foreground, an impressive aircraft appears heavily laden with farmyard animals and vegetables, while others fade into the background, thus linking the bustle of everyday life with the rise of aviation during this period. Isère/Auvergne-Rhône-Alpes