Domecq | 1938
“Pruebe Vd. esta nueva manzanilla de Domecq” (Try this new manzanilla from Domecq), a smiling young woman invited readers beside a bottle of Pochola on the last day of 1938. Manzanilla is a dry white wine from Andalusia, a close cousin of sherry.
The label recalls that the house was “founded in 1730”. At that time the Irishman Patrick Murphy owned a bodega in Jerez de la Frontera; the business later passed to the Haurie family and, in 1822, to Pedro Domecq Lembeye, Juan Haurie’s great-nephew, who gave it his name.
In this ad we can see two signatures: the photo is by CIFESA, the leading Spanish film studio of the day, and the artwork by R. Simó. The label also carries an unusual rule: since its foundation, the house never entered its wines in any exhibition, at home or abroad. The ad appeared in FOTOS, a Falangist propaganda weekly published in San Sebastián during the Civil War.
In 1994 Domecq was bought by Britain’s Allied Lyons, and in 2005 the group passed to Pernod Ricard, which sold the brands separately. Today the old Jerez bodegas belong to Bodegas Fundador. We found no trace of Pochola, and alcohol advertising now has limits that did not exist in 1938.
Text in the ad
“Manzanilla Pochola”
Pruebe Vd. esta nueva manzanilla de Domecq
Decir Domecq, es decir calidad
(Etiqueta: La casa Pedro Domecq tiene por norma desde su fundación en 1730 no concurrir con sus productos a ninguna exposición nacional ni extranjera. Manzanilla Pochola. Pedro Domecq. Casa fundada en 1730. Jerez de la Frontera)
Translation:
“Manzanilla Pochola”
Try this new manzanilla from Domecq
To say Domecq is to say quality
(Label: Since its foundation in 1730, the house of Pedro Domecq has made it a rule not to enter its products in any exhibition, at home or abroad. Manzanilla Pochola. Pedro Domecq. House founded in 1730. Jerez de la Frontera)
- Brand
- Domecq
- Year
- 1938
- Decade
- 1930s
- Country
- Spain
- Medium
- Magazine
- Themes
- Drinks
- Original publication
- FOTOS, 1938
