Kina Lillet – Robys, 1937

“Kina Lillet – Au vin blanc de la Gironde“. Colour lithograph designed by Robys (pseudonym of Robert Wolff, 1905–1995) and printed by Stentor in Paris in 1937. Size: approx. 200 × 130 cm.

At the end of the 19th century, widespread fear of disease emerged among the population, partly as a result of the discoveries of Louis Pasteur (1822–1895). At the same time, Pasteur stated that “wine may, with good reason, be regarded as the most healthful and the most hygienic of all beverages.” In this context, fortified wines flavoured with quinine became particularly popular, as they were regarded both as pleasurable drinks and as medicinal tonics.

In 1887, Paul and Raymond Lillet created “Kina Lillet,” a white-wine-based aperitif that clearly distinguished itself from the predominantly red aperitifs of the period. Lillet was also among the first to explicitly emphasise its geographical origin: the Gironde, and more specifically the wine-growing region around Bordeaux. This regional identity became a key element of the brand’s strategy.

The 1937 poster designed by Robert Wolff conveys this character in a theatrical and seductive manner. An elegant, festively dressed woman rises from twisting vines laden with golden-yellow grape clusters, triumphantly raising a glass and a bottle of Kina Lillet. The abundance of grapes refers to the wine base of the aperitif, while the dynamic composition, vivid colours and sensual visual language perfectly reflect the interwar period’s graphic culture. Lillet is presented here not as a medicinal tonic, but as a modern, worldly and exuberant aperitif.

From the 1920s onwards, Lillet’s exports increased significantly in both Europe and Africa. Thanks to large-scale advertising campaigns—including posters such as this one—the brand also became widely known in France itself. At the same time, Lillet was served aboard transatlantic liners, contributing to its success among high society in New York. American bartenders incorporated Kina Lillet into their repertoire and used it to create fashionable cocktails, giving the aperitif a distinctly cosmopolitan image.

Price: Euro 1.250,-