Liquore Strega Poster – Marcello Dudovich – 1897

Liquore Strega – a witches brew

When it comes to Italian drinks, Liquore Strega is a world-renowned brand. The popular Italian liqueur is made to a secret recipe made up of approximately 70 herbal ingredients. Its distinctive yellow colour comes from its saffron content and its unique, complex flavour is down to the drink’s mint and fennel ingredients. The drink has been produced in Benevento, Italy since 1860.

Benevento, is an ancient town that is known for its witches! The legend of the Witches of Benevento and its famous walnut tree is a part of Italian folklore dating back to at least the 13th century. According to legend a walnut tree that stood on the banks of the Sabato River is said to be a gathering place for witches from all across Europe. It is believed that the witches had created a magic potion that if drunk would unite couples forever. It is from this legend that Liquore Strega’s name is derived. Strega being the Italian word for Witch. According to Strega’s own website, when the liquor was first made, it evoked the old legend that places the city of Benevento as the former seat of witches rites.

Liquore Strega Vintage Poster – Marcello Dudovitch

From the company’s earliest days, Strega embraced the poster as a way to promote its popular liquor. The company is well known for its colourful and artistic product advertising by artists including Alberto Chappuis and Marcello Dudovich.

In 1894, Dudovich created a poster for Liquore Strega. Dudovich’s advertising posters are often colorful and engaging, many feature beautiful images of beautiful, stylish young women enjoying themselves. One such poster is his “Liquore Strega G Alberti” design. While Dudovich created many other posters during his career, the Liquor Strega poster is considered to be one of his masterpieces. It has been reproduced countless times over the years.

The iconic poster features a woman in a red coat with a red rose in her mouth. The ‘witch’ appears in front of a bright red background. The simple, yet effective design has become an iconic part of the history Strega brand. This eye-catching vintage Marcello Dudovich poster definitely grabs your attention; it’s no wonder that it has become so iconic over the years.

Marcello Dudovitch

You might not be familiar with the name Marcello Dudovich, but you’ve probably seen his work.  Dudovich was an Italian painter, illustrator and poster designer. He was one of the most prolific and important of all Italian poster artists. Dudovich is considered one of the founding forefathers of graphic design and together with Leonetto Cappiello, Leopoldo Metlicovitz and Adolfo Hohenstein is widely considered to be one of the most important graphic designers and poster artists of the early twentieth century.

This eye-catching Liquore Strega poster by Dudovich is just one of more than six hundred created over a career spanning half-century. Dudovich’s style is often characterised by bold colors and simplified forms. They are both eye-catching and elegant. They helped define the look of early 20th-century advertising. And they’re still beautiful to look at today.

Other Marcello Dudovitch posters

Marcello Duduvich’s poster artwork was inspired by the work of artists such as Edward Penfield, Adolfo Hohenstein and Alphonse Mucha. His reputation however comes from developing those influences into his own unique and distinctive style.

In 1905, Dudovich worked for the Ricordi Printing company in Milan. Ricordi employed the best poster artists of their time. Among these artists were Leonetto Cappiello, Aleardo Villa, Leopoldo Metlicovitz, Aleardo Terzi, and Adolfo Hohenstein. It was during his time at Ricordi from 1905, Dudovitch would create some of his most popular and famous posters. In addition to the Liquore Strega poster, amongst his best-known works were produced for the Italian department stores Mele di Napoli  and La Rinascente. Other well-known Dudovich works are his Fiat la nuova Balilla per tutti poster, his Bugatti non si passa print and his advertising posters for Campari and Martini & Rossi.

Dudovich is, quite rightly, celebrated as one of Italy’s greatest poster artists. This Liquore Strega poster would make a perfect addition to any room in the house but especially in a homebar. Get yours today!

Our posters are carefully and professionally created from vintage originals. Whilst great care is taken in the production of these posters, we also try to maintain a vintage feel, so there may be small imperfections, fold marks, scuffs, tears, or marks that were part of the original poster master. If these do appear they should be visible on the larger views of the item on this listing. The originals of many of the posters we offer can cost many thousands of pounds, so whilst these posters look great, especially framed and mounted on a wall, they are intended as fun, affordable reproductions and not intended fine art prints.

The 50x70cm version has been specially produced to be used in conjunction with Ikea’s 50x70cm Ribba picture frame which currently retails for around £12. So you can bag a bargain of print and poster for just £22.