1950s Original Oversized Italian Liquor Poster, Carpano - Testa

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Date: 1950s
Size: 50 x 76 inches
Artist: Testa, Armando

About The Poster: Antonio Benedetto Carpano (1764, Bioglio (Biella) - … Read more Date: 1950s
Size: 50 x 76 inches
Artist: Testa, Armando

About The Poster: Antonio Benedetto Carpano (1764, Bioglio (Biella) - 1815, Turin) was an Italian distiller, famous for having invented Vermouth and consequently the apéritif.

In 1786, Antonio Benedetto Carpano invented Vermouth in Turin, made from white wine added to an infusion of herbs and spices, in more than 30 varieties. It was sweetened with spirit, which he believed would be a more suitable beverage for ladies than the local red wines. Vermouth proved so popular that soon his shop was open 24 hours a day.Since then this distinctive drink has been exported throughout Europe and the world and is now produced by the Cinzano, Martini & Rossi, Campari and Gancia companies. The Carpano brand still exists, producing two distinct qualities of vermouth: the so-called Original Torino Vermouth' that is produced according to the original recipe, and the 'Punt e Mes' quality, more aromatic and bitter.

Armando Testa was a noted artist, cartoonist and author of graphic and text for the field of advertising . His use of minimalism in graphic design as well as his use of the tag line was his key to a winning formula. The advertising agency he created is still among the first in Italy in terms of turnover and assets. See less