Bianchi Vermouth — Guido Petiti, 1914

The years immediately before the First World War were a golden age for Italian aperitivo culture. Vermouth had risen from its 18th-century origins in Turin to become a sophisticated, internationally fashionable drink — sipped in the grand cafés of Milan and Buenos Aires alike, mixed into the cocktails that were becoming the markers of modern, cosmopolitan life.

Guido Petiti was among the talented commercial illustrators working in Italy in this period, producing advertising work that reflected the elegance and optimism of the Belle Époque at its peak. His 1914 poster for Bianchi Vermouth — not to be confused with the cycle and sports car marque — captures that atmosphere precisely: the imagery is refined, the mood convivial, and the graphic execution assured.

There is something particularly poignant about a poster from 1914. It was produced in the last months before the outbreak of the war that would reshape the world — a final, confident statement of la dolce vita before everything changed. As a piece of decorative art it is delightful; as a historical document it carries an extra layer of resonance.

A wonderful choice for a kitchen, dining room, bar area, or any space that appreciates the history of Italian aperitivo culture.

Digitally restored by an artist — surface wear removed, colours refreshed, vintage character retained. Copyright: Personal use only — no resale or redistribution.

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