Bénédictine | 1939
“Selon vos goûts et suivant l'heure”: according to your taste and the time of day. In July 1939, Bénédictine was offered on crushed ice as “the refreshing tonic”, or neat after a meal as “the ideal digestif”, and a jovial man added: “pas de bon café sans Bénédictine”, no good coffee without Bénédictine.
The liqueur was launched in 1863 by Alexandre Le Grand, a wine merchant from Fécamp, in Normandy, who said he had found the recipe of a 16th-century Benedictine monk. The letters D.O.M. on the bottle stand for Deo Optimo Maximo, “to God, most good, most great”.
The photomontage shows two moments of the day and two ways of drinking, signed by the illustrator M. Pécnard.
Bénédictine has belonged to Bacardi since 1988.
Text in the ad
SELON VOS GOÛTS et suivant l'heure
A la glace pilée le rafraîchissant tonique. Pure après le repas, le digestif idéal. DOM
pas de bon café sans Bénédictine
BÉNÉDICTINE · “La grande liqueur Française”
Translation:
ACCORDING TO YOUR TASTE and the time of day
On crushed ice, the refreshing tonic. Neat after the meal, the ideal digestif. DOM
no good coffee without Bénédictine
BÉNÉDICTINE · “The great French liqueur”
- Brand
- Bénédictine
- Year
- 1939
- Decade
- 1930s
- Country
- France
- Medium
- Magazine
- Themes
- Drinks
- Original publication
- Plaisir de France, juillet 1939
