The 1956 Poster of Dubonnet Vermouth in retrospect by François Monti

By François Monti 5.06.2021

Some city in France in the 1950s. When night falls, neon lights brighten the roofs. And they all share the same message: Dubonnet. This may seem like an exaggeration, but not really. With its slogan Dubo, Dubon, Dubonnet, the quinquina wine brand was omnipresent for decades. Like its competitor Byrrh, this vermouth was born as a medicinal drink before becoming established as an aperitif. On the way, Dubonnet had seduced the British monarchy, which, even today, still cannot resist mixing it with gin. However, let’s go back to our poster: if you want proof of the omnipresence of Dubonnet ads in French cities, all you have to do is watch a film of the new wave. At Truffaut, Godard and Malle, it’s impossible to avoid it: metro stations, bus shelters, coffee rooms and, of course, neon lights, the brand is everywhere. Those were the good old days.

Don’t drink and drive. Enjoy responsibly.