L’Absinthe Oxygenee Poster – Cusenier Inventeur – Vintage Alcohol Poster – Francisco Tamagno
Founded in 1868 by Eugène Cusenier in Ornans, Eastern France, Cusenier developed a strong reputation for their absinthe and liqueur during the early 20th century. Cusenier Oxygénée Absinthe was a beloved brand, known for its distinct green color and complex flavors. One of the most iconic advertisements for the brand was a L’Absinthe Oxygenee Poster which dates back to 1896 created by the artist Francisco Tamagno.
Tomagno’s vintage alcohol poster depicts an elegantly dressed gentleman enjoying some time alone with la fée verte or the green fairy, as the popular drink was often referred to. The cheerful looking man is sitting iat a small table in the corner of a cafe bar. Judging by the surrounding woodwork and stained-glass windows the establishment is quite a high-class and fashionable bistro or concert café.
A young woman is pictured looking through one of the panes of coloured glass. Her face breaks into a beaming smile as she realises she recognises the jolly gentleman inside the restaurant. In an example of early product endorsement, the artist Tomagno has depicted the popular comedy actor Joseph-François Dailly preparing his drink. As the young woman catches his eye he gestures towards the drink and explains to the woman “C’est ma santé” which translates into English as “It’s for my health”.
At the time of the poster’s creation, absinthe was a popular drink in France and other parts of Europe, particularly among the artistic and creative communities. It was associated with the bohemian lifestyle and was believed to stimulate creativity and inspire new ideas. Tamagno’s poster, with its depiction of the much-loved comedic actor enjoying a glass of absinthe, speaks to this cultural phenomenon and the brand’s popularity among the fashionable and artistic elite of the time.
Cusenier Oxygénée Absinthe was a popular brand of absinthe during the late 19th and early 20th centuries, particularly in France, which was the largest producer and consumer of absinthe at the time. Cusenier Oxygénée Absinthe was a quintessential product of the late 19th and early 20th centuries, a time when absinthe was considered an essential part of the cultural and artistic movements of Europe. The brand was renowned for producing high-quality absinthe, and it became popular with the bohemian and creative communities of France and other parts of Europe. Absinthe Cusenier Oxygénée was the most expensive Absinthe of the Belle Époque era. It sold at an even higher price than the market leader Pernod Fils Absinthe. Cusenier produced various spirits, but their Absinthe was their flagship product.
The drink’s success was ultimately its downfall. A lack of regulation saw many unscrupulous company’s produce poor and often unsafe counterfeit copies of the bright green beverage. Accusations of absinthe causing madness, hallucinations and other health issues began to raise moral and political concerns.
In the face of the criticism, and in an attempt to stem the growing tide of opinion that absinthe was detrimental to the health, Cusenier separated itself from its peers by creating its Absinthe Oxygénée brand. The drink undertook a specialised hot oxygenation process during distillation.
The process was marketed as being “Hygiénique”, a point highlighted by the comedian’s newspaper on the table in this Absinthe poster. The drinks company claimed that drinking a glass of Cusenier Oxygenee Absinthe would not extract oxygen from the blood but rather add oxygen to it, having a healing effect on the nerve system, circulation and lungs. The slogan “C’est ma santé” is prominently displayed at the top of the poster, highlighting the supposed health benefits associated with absinthe at the time. While the health claims of absinthe were ultimately unfounded, the slogan was an effective marketing tool in promoting the drink as a symbol of health and vitality.
One of the most striking aspects of this vintage Absinthe poster is the level of detail and realism in the depiction of the preparation of the spirit. Dailly is shown louching his absinthe by slowly dripping water over sugar cubes on an absinthe spoon, to dilute the drink into its familiar a milky-white cloud called the “louche.” This ritualistic process was an important part of the absinthe drinking experience, which, it was believed, enhanced the flavor and aroma of the drink. The poster effectively captures the artistry and complexity of the process.
How do you properly prepare absinthe?
The appeal of absinthe lay in its distinct flavor profile, which was a result of its unique blend of herbs and spices. Cusenier’s Oxygénée Absinthe was particularly noteworthy for its bright green hue, which was achieved through the addition of copper salts or other chemicals during the distillation process. This process created a product that was distinct from other absinthes and gave it an added visual appeal.
The ritual of drinking absinthe also added to its allure. The traditional method of serving absinthe involved dripping water over a sugar cube placed on an absinthe spoon, which was then placed over the glass containing the absinthe. As the water dripped onto the sugar cube, it dissolved and mixed with the absinthe, creating a milky-white cloud called the “louche.” This was an essential part of the ritual of drinking absinthe, and it was believed to enhance the flavor and aroma of the drink.
Th ritual is designed to be done slowly and deliberately. It allows the drinker to enjoy the entire experience—including the visual transformation—rather than just the drink itself. According to the SpruceEats website to properly prepare absinthe in the traditional French Absinthe Ritual way involves the following steps.
1. Pour 1 ounce of absinthe into an absinthe glass.
2. Lay an absinthe spoon across the top of the glass rim and place a sugar cube on the spoon.
3. Slowly pour ice-cold, distilled water onto the sugar, just enough to saturate it. Allow it to sit until the sugar cube begins to dissolve.
4. Pour more water over the sugar (again, slowly) until the desired dilution is found and the sugar is completely dissolved. The most common ratio is between 3 and 5 parts water to 1 part absinthe. As the water hits the liquor, the louche will swirl through the liquid, creating a visual spectacle and releasing the absinthe’s herbal bouquet.
5. Allow the louche to rest, then stir in any remaining undissolved sugar.
6. Sit down and leisurely enjoy your absinthe.
What is Absinthe”
Absinthe is a strong anise-flavoured alcoholic spirit that is traditionally made from a variety of herbs, including wormwood, anise, and fennel. It is known for its distinct green color and its reputation as a powerful hallucinogenic. Absinthe gained notoriety in the late 19th and early 20th centuries, particularly among artists and writers in Europe, who were drawn to its mystical qualities.
Absinthe is believed to have been first created in the late 18th century, with its origins tracing back to Switzerland, where it was developed as a medicinal elixir. The drink’s popularity soon spread to France, where it gained a reputation as a drink favored by bohemian and creative types. By the mid-19th century, absinthe had become a wildly popular drink throughout Europe and had earned a reputation as the drink of choice for artists, writers, and other creative individuals. However, by the early 20th century, concerns about the potential health risks associated with absinthe had led to it being banned in many countries, including France, which banned it in 1915. Absinthe remained illegal in many parts of the world for much of the 20th century but has since experienced a resurgence in popularity in recent years.
The appeal of absinthe lay in its distinct flavor profile, which was a result of its unique blend of herbs and spices. Cusenier’s Oxygénée Absinthe was particularly noteworthy for its bright green hue, which was achieved through the addition of copper salts or other chemicals during the distillation process. This process created a product that was distinct from other absinthes and gave it an added visual appeal.
The ritual of drinking absinthe also added to its allure. The traditional method of serving absinthe involved dripping water over a sugar cube placed on an absinthe spoon, which was then placed over the glass containing the absinthe. As the water dripped onto the sugar cube, it dissolved and mixed with the absinthe, creating a milky-white cloud called the “louche.” This was an essential part of the ritual of drinking absinthe, and it was believed to enhance the flavor and aroma of the drink.
Despite its popularity, absinthe became the subject of much controversy in the early 20th century, with some blaming the drink for causing hallucinations and other health issues. As a result, the drink was banned in many countries, including France, and the absinthe industry suffered greatly.
The decision to ban absinthe in many countries was based on a number of factors, including concerns about the alleged hallucinogenic effects of the drink, as well as its reputation as a drink favored by bohemian artists and writers. There were also concerns about the social effects of absinthe, as it was often consumed in large quantities and was thought to contribute to public drunkenness and other forms of social disorder.
However, it is now widely believed that many of the concerns about absinthe were unfounded, and that the drink was unfairly demonised. The so-called “hallucinogenic” effects of absinthe were actually the result of thujone, a natural compound found in wormwood, one of the key ingredients in absinthe. However, modern scientific studies have shown that the levels of thujone in absinthe are not high enough to cause hallucinations or other harmful effects. In addition, absinthe is not significantly any more potent than other alcoholic beverages, and there is little evidence to suggest that it is any more likely to lead to public drunkenness or other forms of social disorder than other drinks.
Today, many countries have lifted their bans on absinthe, and the drink is once again widely available. While it is still regulated in some countries, it is generally considered to be no more dangerous than other alcoholic beverages, and its unique flavor and cultural associations have made it a popular choice for many drinkers.
Other Francisco Tamagno posters
Like many absinthe posters of the era, Tamagno’s design also incorporates bold, striking colors and a sense of drama and movement.
Today, Tamagno’s L’Absinthe Oxygenee Poster is considered a classic of the art nouveau genre and a collectible work of art. It represents a snapshot of the cultural and artistic movements of the time and the enduring appeal of Cusenier Oxygénée Absinthe as a symbol of that era.
It represents a moment in time when absinthe was at the height of its popularity and was associated with the bohemian and artistic lifestyle of turn-of-the-century Paris.
How much is an original Francisco Tamagno Absinthe poster worth?
Today, the poster featuring Joseph François Dailly is considered a classic of the genre and is highly sought after by collectors. It serves as a reminder of the golden age of absinthe, a time when the drink was at the center of the cultural and artistic movements of Europe, and when Cusenier Oxygénée Absinthe was the drink of choice for the bohemian and creative communities of the time.
The original stone lithographed posters were printed and published in 1896 by the Parisian printers Camis Imprimeurs, a French printing company that was established in the late 19th century. The company specialised in printing high-end publications, such as books, catalogs and large format billboard posters. Not many of those original stone lithographed prints have survived the 100_ years since they were creates. Original versions of this vivid and eye-catching poster rarely come up for sale or auction. In 2017, one original copy was sold on an online poster store for $1,800. In 2021, an original copy did turn up for auction. The poster showed some wear, folds and slight tears, and was classified as Grade B+. It was listed with an estimated guide price of between $2,000 – $2,500. We are unable to find out how much it sold for.
We know that owning an original vintage poster is pretty cool, and if you’re lucky enough to find one and have the budget for it, that’s a total win! They’re often unique and can even be a smart investment, as their value tends to increase over time. However, we know that for most folks, the idea of shelling out for an original is a bit out of reach. But don’t worry, we’ve got you covered with our high-quality reproductions! They look fantastic when displayed in a frame on your living room wall and cost a fraction of the price of an original. So, you can still get that vintage poster vibe without breaking the bank.
