Artist: Joe Petagno
Print: Offset lithography
Dimensions: 15.7 x 22.6 in (40 x 57.5 cm).
Condition: Excellent condition - only very light signs of handling - please see pictures.
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A stunning art deco inspired advertisement for the world famous beer - Carlsberg.
It is hard to tell exactly what is going on poster. We see a man and (probably) his wife Christmas shopping. The wife looks very content (she is not helping carrying any of the presents) as they pass a bar that is selling Carlsberg. The man looks like he knows a better place to be!
But the thing he wants is a beer - and it has to be a Carlsberg Hof! The Danish text on the poster can be translated to: "Everybody can be in need of a Hof".
The Carlsberg lager (premium) beer is often referred to by the nickname "HOF". When Carlsberg was appointed royal purveyor the brewery introduced a lager beer which was based on a previous product called "Gl. Carlsberg Pilsner". As with its predecessor, the label designed by Thorvald Bindesbøll who created a design that has remained largely unchanged until today. The label showed the royal privilege and the beer was soon nicknamed HOF in public. The beer was introduced at the time as a standard bottle, also known as the "shoulder bottle".
In the coming decades, there was not many changes to the product. Shoulder bottle was replaced with the current standard bottle and in 1991 the brewery used the name HOF on the labels to give a certain resonance in the media.
This poster is quite a popular item to catch and some of these original prints are to be find in auction houses.
Thanks for watching and please let me know if you have any questions.
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