Description: Condition A. Original lithograph from "Les Maitres de L'Affiche" series. Printed by Imprimerie Chaix, Paris, 1897. Presented in 16 x 20 in. acid free, archival museum mat, with framing labels. Ready to frame. Shipped boxed flat via Fedex. Certificate of Authenticity.
Maitre Sheet Size: 11 3/8 in x 15 3/4 in 29 cm x 40 cm
"A Cheret classic, glowing with irrepressible zest, the perfect image for a product which earned much of its renown by clever promotion. The founder of the enterprise was Angelo Mariani who came up with the idea of combining of medicinal properties of coca leaves with his favourite Bordeaux, thus coming up with a medicine that didn't taste like one. In time it gained an edge on competitors partly because of the intoxicating dash of cocaine in it, but mostly because of Mariani's unexpected talent as a publicist. Long before it became a general practice, he shrewdly recognized the value of celebrity endorsements, and had doctors, musicians, comedians, respected public figures and even minor royalty praising his tonic in ads and posters" (Wine Spectator, 3)
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