Schlichte | 1953
A parade of stoneware bottles with arms and legs marches across this ad from November 1953, each one a little bigger than the last. In the corner, a piece of advice no brand would print today: “Trinke ihn mäßig aber regelmäßig!” (Drink it in moderation, but regularly!).
Schlichte is a Steinhäger, the juniper spirit from Steinhagen, near Bielefeld in Westphalia. The Schlichte family was distilling it by 1766 at the latest, which is why the ad can call it “die älteste Steinhägermarke” (the oldest Steinhäger brand). Around 1840, under Heinrich Wilhelm Schlichte, home distilling became a business.
In 1985 Schlichte merged with its great rival H.C. König, the maker of Schinkenhäger. After a few years under the Berentzen group, the company became independent again in the early 1990s, and it is still owned by the Schlichte and Schwarze families.
A curiosity: the old distillery in Steinhagen is now a cultural centre, the Schlichte Carree, with a giant stoneware bottle, the “Kruke”, on its roof.
The slogan promised that the world gets more beautiful with every glass. Today we know too much about the risks of alcohol to take that advice.
Text in the ad
Trinke ihn mäßig aber regelmäßig!
Schlichte
Die älteste Steinhägermarke
Die Welt wird schöner … mit jedem Glas »Schlichte«!
Translation:
Drink it in moderation, but regularly!
Schlichte
The oldest Steinhäger brand
The world gets more beautiful … with every glass of “Schlichte”!
- Brand
- Schlichte
- Year
- 1953
- Decade
- 1950s
- Country
- Germany
- Medium
- Magazine
- Themes
- Drinks
- Original publication
- Hören und Sehen, 1953
