Dominique Piron, a passionate collector of archives of all kinds, shares with us what he keeps preciously in his filing cabinets…
“When I came across this vintage poster, I immediately smiled. With its retro style, straightforward slogan and friendly atmosphere, it’s a perfect illustration of a time when wine was synonymous with conviviality and sharing. With today’s eyes, we can see just how much wine-related communication has changed.
Back then, the emphasis was on simplicity and authenticity. No talk of grape varieties, terroirs or food pairings. No, the message is crystal-clear, a warm and direct invitation to an era when wine was seen as an essential element of social bonding.
Disarming humor
What makes me smile most is this spontaneous scene: a man with a face marked by work, in a moment of simple pleasure, surrounded by companions who are visibly happy to be there. The smiling young woman, with her flower in her hair, completes this atmosphere of joie de vivre. We can imagine a flowery dialogue à la Audiart! … country version of Les tontons flingueurs! It’s an image that speaks for itself. Famous advertisers later took up the motto “Le poids des mots et le choc des photos” (“The weight of words and the impact of photos”).
Today, an advertisement like this would no longer pass muster. Hygienists have come and gone… The tone has changed. Today’s campaigns emphasize moderation, the elegance of the product and its cultural roots. We’re talking about taste experience, heritage, respect for the land… Which, fortunately, doesn’t prevent us from emphasizing conviviality, but with more refined codes.
A nod to the past
These charming old posters remind us of our ancestors, our old neighbors in the countryside, a piece of history that we don’t necessarily find in books. They remind us that, despite changing attitudes and regulations, one thing never changes: wine is above all a story of sharing and happy moments. So, even if we can’t display this kind of advertising today, we can still smile about it – it’s not forbidden!
