PAINTED ROADSIDE ADVERTISEMENTS - Index of Brands

Liquors part 3: Suze

Abel Lepitre
Auvergne gentiane
Bandeira Port
Bartissol
Bénédictine
Berger
Cognac Bisquit
Bonal
Bourin
Brouette
Byrrh
Caballero
Calisay
Campari
Camus
Canard-Duchêne
Carrousel
Chartreuse
Cinzano
Clacquesin
Clairette de Die
Cointreau
Côte de Buxy
Courvoisier
Cutty Sark
Dubonnet
Espina dorada
Fernet Branca
Gaston de la Grange
Anisette Gras
Hennessy
Izarra
Kornbrand
Lilet
M. Maillart
Mailly
Mandarin
Mansard-Baillet
Martell
Martini
Cordial Médoc
Mercier
Michaud
Monéger
Négrita Rhum
Noilly Prat
Old Oxford
Oro de Oaxaca
Rioja Palacio
Péjouan
Pernod
Picon
Pikina
Pradel wine
Préfontaines
Vins Rouvière
Rum St Esprit
St-Raphaël
Suze
Vabé
Vat 69
Vieille Cure



 1  2   4 
 3 
1 SUZE 3 Gentiane SUZE
  Paris 13° (France); Feb. 1999; pict. A. Guët   Cavignac (France); Dec. 1997
2 Apéritif à la Gentiane SUZE 4 SUZE Apéritif à la Gentiane
  Périgord (France), 1998; pict. A. Birtwistle   Paris 15° (France); Feb. 1999; pict. A. Guët
Suze is the creation of a Parisian distiller Fernand Moureaux. It was in 1889 that he took the roots of Gentiana lutea for his new drink.
Visit the brand's site for the advertising history. (Keep a French dictionary ready.)

In 1912 the Spanish artist Pablo Picasso made the papier collé Glass and Bottle of Suze. Find an exhaustive discussion at the Washington University Gallery of Art

Suze illustrates how a brand adapts the shape of his message to the local situation.
The brand plays with
  • the layout of the description (pict. 2 and 4);
  • the length of the description: reduced to the bare minimum (pict. 3) or absent (pict. 1);
  • the type face: Suze experiments with height and width of the characters and exagerates on the Cavignac mural (pict. 3): the type is distorted beyond recognition.

Apéritif á la Gentiane
Suze
L'amie de l'estomac
 or  Apéritif with Gentian
Suze
Friend of the stomach

 
Still another presentation of the brand.
Suze plays with the base-line and is extremely talkative. I'm not sure who is target of the stomach-message. Probably not the same people addressed by Carvalhelhos with the healthy intestines.

This is one of the rare occasions of a mural stating why we should buy the brand.

Kremlin Bicêtre (Paris, France);
III.1999; pict. A. Guët
 

Engrange (France); May 1999   Perrusson (France); May 1999   Barentin (France); May 1999;
pict. A. Guët
   
No free wall is safe from SUZE.
The front wall is taken by LILET
  Two layers of SUZE
The toplayer shows how Suze
had to share the space with
VABÉ, another drink.
  SUZE the classic with the
apéritif á la gentiane

Avesnes (Ardennes, France); VI.1999   Entrevaux (04 France); VII.2000;
pict. A. Guët
  Autun (France); IX.2000;
pict. A. Guët
Why was Suze put exactly here?
Why not shift it a tiny bit down under the facing-bricks? The wall is big enough. It would ease the brushing.
And why not a bit more to the left? It would eliminate the cut-out for the small window.

Gap (France); VIII.1999;
pict. N. Mikaïloff
 
This Suze is part of a Hotchkiss mural.
It looks like Suze is not independent of the other brand. Were it simply brushed on top of Hotchkiss, there would be no reason to use blue shadows. However, the traces of a pink frame don't support this theory.

Other liquor pages: Vins au quinquina
Martini and other vermouths
Les cognacs
More liquors
Suze continued
Related: Beer
Other drinks

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