Menus such as this were distributed only to cafés and brasseries across France in the 1930s, and few have survived outside of archives and private collections. The red faux-crocodile cover elevates it beyond ordinary ephemera, while the vivid illustrations and educational charts capture a moment when advertising was both clever and practical.
For collectors of French advertising history, Byrrh is one of the most desirable brands, with posters and menus often commanding well over $100 at auction. This piece — part menu, part marketing relic — is both rare and decorative, making it a worthy addition to any collection of vintage wine and aperitif culture.
A rare survivor of French café culture, this advertising menu for Byrrh captures the spirit of the 1930s, when aperitifs were more than drinks — they were symbols of conviviality, sophistication, and modern life.
Byrrh, first created in 1866 in Thuir (southern France), was a quinine-based apéritif wine that quickly became one of France’s most beloved aperitifs through the early 20th century. Known for its slightly bitter complexity, it was enjoyed as a tonic, a fashionable aperitif, and even prescribed for its supposed health benefits.
This piece, bound in a faux-crocodile red cover, opens to reveal charming printed pages:
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Educational Elements: A multiplication table — a clever nod to café patrons and schoolchildren alike.
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Advertising Copy: Romanticized descriptions of Byrrh as the perfect drink for appetite, conversation, and festivity.
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Illustrated Panels: Colorful vignettes of daily French life, each subtly reminding the viewer that Byrrh was part of the rhythm of modernity.
Menus such as this were often distributed to cafés, bistros, and brasseries across France, blending utility with marketing genius. Few have survived in such condition, making this a true collectible for lovers of French advertising, ephemera, or vintage wine culture.
Dimensions: approx. 10” x 7”
Condition: Vintage wear consistent with use; colors remain lively; cover shows expected patina for age.
⚠️ Château Policy – This piece is timeless, not flawless and has been collected with care:
🇫🇷 Vintage and antique items will show the natural patina and wear of their age.
⚜️ Due to the uniqueness of our inventory, all sales are final. Please do not hesitate to ask the assistant if you have a question about something before purchasing.
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