Circa 1900 Original poster by Herouard A. Bichot & Cie a wine house in Beaune
Around 1900, a beautifully crafted poster was designed by the renowned French illustrator Chéri Hérouard, promoting A. Bichot & Cie, a respected wine house in Beaune, Burgundy. Titled Vins de Bourgogne et de Bordeaux, the poster embodies the artistic and commercial spirit of the Belle Époque, capturing both the elegance of wine culture and the artisanal craftsmanship of French poster art during this vibrant period.
The image is a lively and colorful depiction, filled with charm and historical references. At the heart of the poster, an older man dressed in traditional medieval garb sits comfortably on a wooden chair, enjoying a glass of wine poured by a playful court jester. The jester, adorned in vibrant reds and greens, contrasts sharply with the older man’s more somber and scholarly appearance. This contrast suggests a blend of wit and wisdom, reflecting the dynamic character of French wine and the cultural tradition of savoring both pleasure and knowledge.
The design is not only visually engaging but also rich in symbolic elements. Scattered books and scrolls at the older man’s feet hint at knowledge and history, invoking the deep tradition of winemaking in Burgundy and Bordeaux. The careful balance between the whimsical jester and the contemplative elder evokes both pleasure and reverence, mirroring the way fine wine was (and still is) celebrated and respected in French culture. The grapevine motif framing the scene enhances the connection to wine, grounding the image in its subject matter.
Hérouard’s skill in illustration is evident in the intricate details of the figures and objects. From the curling vine leaves to the worn pages of the books, every element has been carefully rendered. The color palette, dominated by earthy tones with splashes of vibrant reds and greens, conveys the warmth and richness of the wine-producing regions of Bourgogne and Bordeaux, further reinforcing the poster's celebratory tone.
To the right of the image, the elegant typography reads A. Bichot & Cie, proudly announcing that the wine house was founded in 1831 in Beaune, one of the centers of Burgundy’s prestigious wine industry. The mention of Grands Vins des Hospices de Beaune further emphasizes the poster’s focus on promoting the finest wines from this historic region. The combination of stylized fonts and classic imagery positions A. Bichot as a trusted name in the wine world, blending tradition with sophistication.
Chéri Hérouard, the artist behind this work, was one of France’s most accomplished illustrators of the early 20th century. He is best known for his long career as an illustrator for La Vie Parisienne, a popular French magazine that featured sophisticated and often provocative illustrations. Hérouard’s versatility as an artist allowed him to move seamlessly between erotic art, magazine illustration, and more commercial commissions like this one. His ability to imbue his work with both elegance and a touch of humor made him a beloved figure in the art world of his time.
Born in 1881 as Chéri-Louis-Marie-Aime Haumé, Hérouard took on his mother’s maiden name after the death of his father. He began his artistic career in the early 1900s, quickly gaining recognition for his distinctive style. Though most of his work was published in magazines, Hérouard also created posters, advertisements, and book illustrations. His work often combined lush, decorative elements with finely detailed figures, making him a perfect fit for projects that required both artistry and commercial appeal, such as this A. Bichot & Cie poster.
The Vins de Bourgogne et de Bordeaux poster...
Category
Early 1900s Prints and Multiples
MaterialsPaper, Lithograph
