The poster of the aperitif Pernod at the Universal Exhibition in Paris 1937
1937 was a year of the Universal Exhibition in Paris. It will be the last one; the pavilions of the USSR and Nazi Germany facing each other at the Trocadero already augur well for a bleak future. However, 31 million visitors will march to admire the “Arts and Techniques Applied to Modern Life”. One of these arts is certainly the art of good drinking: several alcohol producers present their delights there. This is the case of Pernod, which will publish this poster at the time.
The Pernod pavilion was located on the banks of the Seine, near the Petit Palais, on a Cours la Reine converted into Boulevard de l’allégresse – Cinzano was located in front and Byrrh was not far behind. The Pernod range at the time was based on 40° – the 45° will only be presented in 1938. Little by little, the aniseed left behind the stigmas of the absinthe era. If the exhibitors had known: in 1939, France banned alcohols above 30°. Under Pétain, we simply tasted the aperitifs. It was not until 1951 that the situation returned to normal. Pernod will seize the opportunity to launch its famous… 51.
Ne buvez pas au volant. Consommez avec modération.