Old painted Roadside advertisements: Liquors part 3 Suze

Suze

Apéritif à la Gentiane SUZE

Gentiane SUZE

Apéritif à la Gentiane SUZE

1	2	4
	3

1 Paris 13° (France); Feb. 1999; pict. A. Guët
2 Périgord (France), 1998; pict. A. Birtwistle

3 Cavignac (France); Dec. 1997
4 Paris 15° (France); Feb. 1999; pict. A. Guët

Suze is the creation of a Parisian distiller Fernand Moureaux. In 1885 he inherited a family distillery and in order to save it from bankruptcy created a new aperitif based on the roots of Gentiana lutea. In 1889 the concoction was presented at the World's Fair and won the gold medal.

Visit the brand's site for more about its history. (latest check 15.vii.2023).

In 1912 the Spanish artist Pablo Picasso made the papier collé La bouteille de Suze.

Suze illustrates how a brand adapts the shape of his message to the local situation.
The brand plays with

the layout of the description (pict. 2 and 4);
the length of the description: reduced to the bare minimum (pict. 3) or absent (pict. 1);
the type face: Suze experiments with height and width of the characters and exagerates on the Cavignac mural (pict. 3): the type is distorted beyond recognition.

Kremlin Bicêtre (Paris, France);
iii.1999; pict. A. Guët

Apéritif á la Gentiane
Suze
L'amie de l'estomac

Apéritif with Gentian
Suze
Friend of the stomach

Still another presentation of the brand.

Suze plays with the base line and is extremely talkative. I'm not sure who is target of the stomach-message. Probably not the same people addressed by Carvalhelhos with the healthy intestines.

This is one of the rare occasions of a mural stating why we should buy the brand.

Engrange (France);
v.1999

No wall with some space available is safe from SUZE.
The front face is taken by LILET

Perrusson (France);
v.1999

Suze –Gentiane

Two layers of SUZE
The toplayer shows how Suze had to share the space with VABÉ, another drink.

Barentin (France);
v.1999; pict. A. Guët

Apéritif á la gentiane
Suze

Avesnes (Ardennes, France);
vi.1999

Why was Suze put exactly here?
Why not shift it a tiny bit down under the facing-bricks? The wall is big enough. It would ease the brushing.
And why not a bit more to the left? It would eliminate the cut-out for the small window.

Entrevaux (04 France);
vii.2000; pict. A. Guët

Autun (France);
ix.2000; pict. A. Guët

Gap (France); viii.1999;
pict. N. Mikaïloff

This Suze is part of a Hotchkiss mural.
It looks like Suze is not independent of the other brand. Were it simply brushed on top of Hotchkiss, there would be no reason to use blue shadows. However, the traces of a pink frame don't support this theory.

Ambert - Olliergues (D906, France);
ii.2002; pict. M. Chartier

Apéritif
à la
Gentiane
SUZE

Donzenac (France);
3.x.2002; pict. M. Chartier

SUZE

There is an older layer visible; the header line says Pour autos & tous usages. The other line is mostly hidden behind the Suze; it looks like ??? Express. Probably for some kind of lubricant.

Evreux (27, France);
iv.2000; pict. A. Guët

Fougères (France);
xi.1999; pict. A. Guët

Vendôme - Château-Renault (N10, France); iv.2000; pict. M. Chartier

Other liquor pages:	Vins au quinquina Martini and other vermouths Les cognacs More liquors
Related:	Beer Other drinks

Liquors part 3: Suze