Autarchy, drinks and beverages in 1930s Italy Karkadè, maltoriso and the absurd battle of fascism for food self-sufficiency

What happened when the fascist regime tried to convice Italians that "coffee is bad"? Nothing good, a lot of ridiculous. buff.ly/rGrYAX8 #fascism #economy #italy #art #ColonialAdverts

Futurist poster for the Tripoli Grand Prix (1933). In 1933 the “new era” began, which saw the Libyan car competition combined with a lottery, after two years of silence in which the race had been suppressed due to lack of funds.

Tripoli Grand Prix (1925-1940). One of the many initiatives to try to make the Colony more economically independent (the government coffers in Rome were leaking), and to promote it through tourism. The car race was held in the "Circuito del Mellaha" #colonialadverts #colonialism #libya #fascism

In 1927, the same journal also published this advert for "Imperial Mandarine", showing just the bottle, but with the same intricate border! Amazing to compare this to the ones by Charles Brouty for the same brand from 1928! bsky.app/profile/drni... #ColonialAdverts #Orientalism #FrenchColonialism 🗃️🍸

I've also always wondered about the claim that it was "drunk all over the world"! #HistoryOfWine #DrinkingStudies #FrenchColonialism #HistoryOfAlgeria #ColonialAdverts 🗃️🍷

Another of these fables of La Fontaine that were adapted in these bizarre adverts by "La Cigogne" was the story of the "Iron Pot and the Earthenware Pot", which ends here, however, by stating how sad it would have been, "to break a pot of 'La Cigogne' beer". #ColonialAdverts #DrinkingStudies 🗃️🍺

This image shows two adverts, side to side. On the left is an advert for the French aperitif Clacquesin, claiming that it "is the most invigorating, the most refreshing, the most pleasant of aperitifs". The one on the right is for the French aperitif Bénédictine, which is described as "strengthening delicate stomachs". These adverts can be found in "Alger-Programmes, le petit Echo des théâtres et concerts de l'Algérie", published on the 10.12.1921, p. 1.

Other #ColonialAdverts for "Clacquesin" were, of course, in French only. This one here - from 1921 - simply claimed that "Clacquesin is the most invigorating, the most refreshing, the most pleasant of aperitifs", whereas the advert for "Bénédictine" next to it stated that it [...] 🗃️🍸

This is a drawn image in black and white. It shows a man in traditional North African clothes, playing a flute. In front of him is a snake (a cobra?), whose head, however, seems to be made up of a money bag. Above and below him, it says, in French: "To charm fortune, buy a National Lottery ticket". This image can be found in "Le Progrès, journal de l'arrondissement de Guelma", published on the 22.12.1941, p. 2.

This is a drawn image, in black on yellowish newspaper paper. It shows an older North African man with a white beard and in traditional clothes and a turban, smiling towards the reader. He holds up, in his right hand, a bag filled with money, some some banknotes sticking out. Above him, it says, in French: "Algerian lottery" and, in Arabic, "Algerian papers of fun" [???] - maybe I am reading it wrong. Next to him, it says, in French: "A ticket can sweeten your future!!" This image can be found in "L'Écho syndical du personnel de la Banque de l'Algérie", published on the 01.07.1939, p. 2.

This image shows part of a text from a newspaper, black on white. In a cross, it says, in French, "Lottery", from up to down, and "Algerian", from left to right. It also says: "200,000 tickets, 1 in 5 chance", and, importantly, "By purchasing Algerian Lottery tickets, you are contributing to the recovery of Algeria". This advert can be found in "Mostaganem, Journal de l'économie politique régionale", published on the 22.11.1941, p. 1.

Now, I do not work on the "Loterie Algérienne" - or the French "Loterie Nationale"! - but some of their #ColonialAdverts (from the late 1930s/early 1940s) are amazing. All of these were published in Francophone newspapers in Algeria between 1939 and 1941! #Orientalism #FrenchColonialism 🗃️📰

I don't do this too often, but I love these #ColonialAdverts Dr. Studer frequently posts.

A really great account if you're into ephemera.

There were also #ColonialAdverts for the anisette "Phénix" that included some Arabic - which is rare! This one here, found in "L'Echo de la presse musulmane" - a publication in French & Arabic, notably - advertised in 1936 in both languages for the "famous" Algerian Phénix. #DrinkingStudies 🗃️🍸

This is a series of drawn images, black on yellow paper. It shows, in the middle at the top, a steam engine. Around it are several places in Algeria. Underneath it, for example, there is an drawing showing a scene in Algiers, with the "New Mosque" on its left and a tram in front of it, whereas the image to the right shows the city of Constantine, with a railway bridge. I am assuming the image on the left shows a mosque in Oran, but I cannot immediately recognise it. Above it, it says "Le Cheminot Algérien". This is the logo of "Le Cheminot Algérien" from the 01.02.1933.

This shows a very similar set of drawn images, black on yellow paper, yet the stem engine is gone. It is now set up of three images. The one on the very right is still the city of Constantine. The one in the middle might still show the "New Mosque" in Algiers, yet there is now a desert landscape around it and a steam train driving past it. The image on the left is the same image of a mosque that I don't recognise. Above it, it says "Le Cheminot Algérien". This is the logo of "Le Cheminot Algérien" from the 01.06.1936.

Not #ColonialAdverts, but the logos for "Le Cheminot Algérien" - "The Algerian Railwayman", printed on every title page - are amazing. These two examples - showing cities in Algeria - are from the 1930s and I love the detail in them! 🗃️🚂📰

And yet another rather famous example of #ColonialAdverts for alcohol in North Africa showing the consumption of soldiers. It is amazing how similar all of these adverts are! #DrinkingStudies #MilitaryHistory 🗃️🍸

Black and white advert. It shows a bear, sitting on the ground, holding a baby bear in its arms and feeding it from a bottle. Above the two bears, it says "Lait Condensé Suisse, sucré et sans sucre, de la Société Laitière des Alpes Bernoises, à Stalden (Emmenthal)". Next to the bears it says "Marque à l'Ours", and below them: "La meilleure marque Suisse, Jobin & Cie, Agents Généraux. Alger". Image available via Gallica: https://gallica.bnf.fr/ark:/12148/bpt6k5532187x/f4.item

I know nothing about this specific company, but fascinating to find adverts for "Swiss Condensed Milk" in a North African newspaper (the "Revue Musicale de l'Afrique du Nord", 1914)! In Algiers, it was sold by "Jobin & Cie", specialists for the sale of imported goods. #ColonialAdverts 🗃️🥛

Black and white sketch showing a man and a monkey seated at a little table with a waiter standing next to them. The man says, pointing at both himself and the monkey: "For him, an anisette... for me a pure one, a Phénix!!" Image available via Gallica: https://gallica.bnf.fr/ark:/12148/bd6t51326370/f2.item.r

Black and white sketch showing a man seated at a table, talking to a waiter standing next to them. He holds his right hand up, with his fingers up, together, shaking it knowingly. The man says: "I want a Phénix, but... listen well: pure, a real anisette from Algiers..." Image available via Gallica: gallica.bnf.fr/ark:/12148/bd6t51326234/f2.image.r

Black and white sketch of a man in a swimming suit at a beach, under a parasol. In front of him is a little table with a glass on. The man says: "No holidays without Phénix, the anisette from Algiers..." Image available via Gallica: https://gallica.bnf.fr/ark:/12148/bd6t51325937/f2.image.r

I've come across a series of "humorous" #ColonialAdverts for the anisette "Phénix" produced in Algiers, published in "Le Petit Marocain" in the 1950s, which played with the idea of "Phénix" being of a better quality than other comparable drinks. #DrinkingStudies #FrenchColonialism 🗃️🍸

Most often in #ColonialAdverts for coffee, North Africans took on the role of servants. This one for "Salam" coffee makers, showing a North African man holding up a tray while smiling towards the reader, can be found in "L'Afrique Du Nord Illustrée" in December 1928. #DrinkingStudies #Orientalism 🗃️☕

These are just two of these postcards by the French apéritif St Raphaël that featured their two waiters in colonial contexts. Similar ones can be found for all French colonies, but also for certain places and events in France. #DrinkingStudies #ColonialAdverts #FrenchColonialism 🗃️🍸

Cardboard sheet advertisement of Pikina Picon Amer liqueur with the Taking of Constantine cut out game and historical notes

Following posts by @drninastuder.bsky.social inspired me to share some of the #colonialadverts, games, and toys that I commonly teach. Much of this I found in the ACHAC archive at the Getty Library. This one is a cut out that French parents gave their kids while they drank Picon Amer added to beer.

Here are a few more depictions of Muslim men drinking alcohol - in the company of European men! - in #ColonialAdverts from the late 19th and early 20th century! These adverts are for "Absinthe Rivoire" (2x), "Byrrh" and "Ricqlès". #DrinkingStudies #Orientalism 🗃️🍸

I’m fascinated by these old #ColonialAdverts for travel – like this one for the Ligne du Hoggar across the Sahara, which ran from 1933-51. It took 11 days to drive from Algiers to Kano, the longest scheduled bus route in the world at the time.

The image shows a black and white drawing, showing a desert landscape. In the centre of the drawing is a Renault car, with a man in North African clothes standing on the running board, pointing forward. Inside the cars are four people, two seem to be men in North African clothes (one of them being the driver), while the other two are, probably, European tourists. On the left hand side of the car is a palm tree. Above the car is a bit of text, which starts with "in the colonies". This fascinating advert was published in "L'Hippique Algérienne et Tunisienne", on the 27th of June 1925.

The image shows a black and white drawing, showing a desert landscape, with palm trees in the background. The sun is setting. In the centre of the drawing is a car by "Automobiles Lorraine-Dietrich". Several European people are sitting in the car, driving fast towards the left. A lion is fleeing towards the palm trees on the top left. On the right hand side of the car is a palm tree. A man in North African clothes is climbing up the tree, clearly in fear. He holds onto a camel that is trying to get away in fear. Above the car, it says: "Automobiles Lorraine-Dietrich. Avenue Pasteur 5, Alger". This amazing advert can be found in the journal "Mauritania", published on the 1st of May 1912.

Outside the scope of my research but I hope somebody works on these amazing #ColonialAdverts for cars in North Africa! In 1925, Renault described itself as rendering "invaluable services in the colonies" & as being able to "connect in a practical way the different centres of our colonial empire"! 🗃️🚗

This image shows a bottle (at the top) and a carafe (at the bottom) of "Curaçao de Blidah", which are placed sideways. Next to each of them is a description of the drink. The descriptions of the bottle & carafe can be found in: Bulletin Officiel de la Propriété Industrielle & Commerciale 8 (1888): 130.

As already mentioned in earlier posts, it's rare that French alcohol brands directly addressed their Muslim, Arabic-speaking customers in #ColonialAdverts! Unfortunately, I don't know more about this "Curaçao de Blidah". If anybody knows more about this fascinating drink I'd love to hear/read it! 🗃️🍸

The drawn image shows a bearded man in blue North African clothes. Behind him is a vague landscape, possibly showing the Alhambra in city of Cordoba. In his right hand, the man holds up a glass of beer. His left hand is also held up. He looks very blissful. Above him, it says, in Spanish: "Forbidden according to the Quran but it's so delicious." Below him, it says: Cervezas "La Mezquita. S.A. Capital 3.000.000 Ptas. Cordoba"

The Arabist Carlos Serrano found this amazing Spanish advert for "Mezquita" beer from 1940. The slogan is: "Forbidden according to the Quran but it's so delicious." Incredible! #Orientalism #DrinkingStudies #Colonialism #ColonialAdverts #AlcoholInIslam 🗃️🍸🍺

Colour drawing on a dark blue background. It shows the head of a man with a white moustache and white beard and an enormous white turban, looking at you. On the turban, it says "sirop". Below the head, it says in yellow: "Pacha Citron". Below that, in white "Limiñana, Alger".

This advert for the syrup "Pacha Citron" by Limiñana Frères (also producers of the anisette "Cristal" and of a mint syrup called "Pacha Mint") in Algiers, is another one of these fascinating #ColonialAdverts for drinks. #DrinkingStudies 🗃️🍸

The drawing shows a man with orange skin, in a white lab coat, holding up a bottle of the mineral water "Eau du Marabout". The person has a bizarre mechanical contraption on his head, which end in glasses. Rays shoot out from his eyes, into the bottle of mineral water.

One of my favourite bizarre #ColonialAdverts for drinks - by the prolific Charles Brouty! - is this one for the "Eau du Marabout" brand from Algiers from the 1920s, with the description that the water has been "sterilised by ultraviolet rays"! #DrinkingStudies #FrenchColonialism 🗃️🍸

This one doesn't have any Arabic text - but fascinating how similar the image is! "Rivoire Frères" advertised their vermouth in 1920 (after the 1915 prohibition of their absinthe) with another Orientalised Algerian man on a horse. #DrinkingStudies #ColonialAdverts 🗃️🍸

Black and white image of a 1920s tram. A group of men are standing in the tram, looking at the photographer, with some of them waving. Above the tram is an advert for "Amer Picon". Behind the tram, you can see a statue, more people and palm trees. Available via Gallica: https://gallica.bnf.fr/ark:/12148/bpt6k5583239w/f13.item

It is astonishing how widespread & omnipresent #ColonialAdverts for (French) alcohol were in the cities of #ColonialAlgeria. Here is a photograph showing an advert for the apéritif "Amer Picon" on a tram in Algiers in 1920. #DrinkingStudies #FrenchColonialism #AlcoholInIslam 🗃️🍸

It is a black and white drawn advert, showing two big bottles on each end, followed by three smaller bottles each. In the middle it shows a "Targui" (singular of Touareg) with a shield, with a camel next to him and a sunrise in the background. On the left, it says: "Le Hoggar is drunk sur le rôti" and on the right, it says, "Le Targui, Grand Vin, is drunk in all circumstances". Blow, it says: "Grands Vins Algériens, nouvelle Maison Eschenauer". The advert can be found on Gallica: https://gallica.bnf.fr/ark:/12148/bpt6k964033j

I am really interested in #ColonialAdverts for "Targui", an Algerian wine by "Maison Eschenauer". This one, from 1931, shows a "Targui" (singular of "Touareg") with a shield, a camel next to him & the sun rising/setting in the back. #DrinkingStudies #FrenchColonialism #NorthAfrica 🗃️🍷

I've come across a slightly less intricate version of one of my favourite #ColonialAdverts for alcohol in North Africa: It's for the bizarrely named champagne "Mousse d'Islam" (i.e. the "foam of Islam"), by the French artist Charles Brouty (1897-1984), published in 1920 in "L'Écho d'Alger". 🗃️🍸

Black and white drawing, showing the interior of an Algerian coffeehouse. On the left hand side, a man is sitting on the floor. In the middle a man is standing in front of shelves, preparing coffee.

Black and white drawing of three men in traditional North African clothes sitting on carpets and playing chess, in a coffeehouse.

Black and white drawing of the same interior of a coffeehouse as the first image, with stark shadows cast everywhere. Three men are sitting at a table in traditional clothes. One of them has a cup of coffee in front of him. Another man has a waterpipe in front of him and is smoking. Two men are standing in the background.

Charles Brouty, an artist who came up with many of the #ColonialAdverts for alcohol that I'm interested in, also drew Orientalist illustrations of "Cafés Maures" in 1922 for "L'Afrique du Nord Illustrée", which are available via Gallica: gallica.bnf.fr/ark:/12148/b... #DrinkingStudies #Maghreb 🗃️☕

This image shows two black and white drawings - part of a comic strip - with text beneath them. The drawing on the left shows a tortoise, standing on two legs, holding up a full glass of bear with his right paw and looking at it. The one on the right shows the logo for "Bière la Cigogne": A stork, with both its wings up, standing next to a full glass of beer. The text below says, in French: The tortoise, "insensitive to the cries of the onlookers, continued on her journey, gritting her teeth tightly. Because only a good half pint of a foamy CIGOGNE would have made our traveller open her beak." The whole comic strip is accessible via Gallica - have a look! https://gallica.bnf.fr/ark:/12148/bd6t5141138s/f3.image.r

I love the "La Cigogne" #ColonialAdverts - the Moroccan "Stork Beer" (which is what the Arabic text says too)! The logo shows a stork & a glass of beer in front of a Moroccan city. A series of their adverts was published in the 1950s in "Le Petit Marocain", showing various animals drinking beer 🗃️🍸🍺

This drawn advert depicts two Algerian men, in traditional clothes and a Frenchman in a red uniform sitting at a table, outside. They each have a glass of "Liqueur de Mandarine" in their hands and a bottle of it can be seen on the table. In the Background, three Algerian women, two of whom are veiled, are harvesting tangerines.

They are rare, but #ColonialAdverts showing a shared consumption of alcohol between French coloniser & North African colonised fascinate me - who were they meant to appeal to? This advert is by Gouzènes & Cie, in Béjaïa, for a "Liqueur de Mandarine". #DrinkingStudies #AlcoholInIslam 🗃️🍸