Triunfal | 1938
Manzanilla “Triunfal” (Triumphal), “La España Nueva” (The New Spain). Few pieces in the museum show so clearly how advertising dresses in the clothes of its time.
The ad appeared on 31 December 1938 in FOTOS, a Falangist propaganda weekly published in San Sebastián, as the Spanish Civil War (1936–1939) entered its final months. The name “Triunfal” and the slogan echo the language of Franco’s side, which was announcing victory and a “new” country.
In this ad we can see, on the label, the eagle of Saint John holding the coat of arms: the emblem Franco’s government had adopted by decree on 2 February 1938. A wine brand was presenting itself with the symbols of the new regime.
Manzanilla, a dry white wine, comes from Sanlúcar de Barrameda in Andalusia. This one was made by the bodega of Manuel García Monge, which in September 1939, with the war over, took the “Triunfal La Nueva España” brand to the town’s Manzanilla Festival. It was distributed by Juan García Carrasco of Seville.
The dictatorship lasted until Franco’s death in 1975, and the eagle only left Spain’s coat of arms in 1981.
Text in the ad
Manzanilla Triunfal
La España Nueva
Agente general para España: Juan García Carrasco. Apartado 194 – Sevilla
(Etiqueta: Manzanilla pasada Triunfal · España Nueva · García Monge · Sanlúcar)
Translation:
Manzanilla Triunfal (Triumphal)
The New Spain
General agent for Spain: Juan García Carrasco. PO Box 194 – Seville
(Label: Manzanilla pasada Triunfal · España Nueva · García Monge · Sanlúcar)
- Brand
- Manzanilla Triunfal
- Year
- 1938
- Decade
- 1930s
- Country
- Spain
- Medium
- Magazine
- Themes
- Drinks
- Original publication
- FOTOS, 1938
