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Advertisements for National Breweries

Reproductions of three black & white advertisements for a brewery. The first illustration is of a man in travelling clothes being welcomed by a group of well-dressed men and women in a living room. The second shows a man wearing a cassock and his travelling companion, shotgun in hand, standing beside a canoe by a river. In the third, a many in a cassock is seen with, in the background, a waterfall on a river and churches in various architectural styles. At the bottom of each advertisement are several paragraphs of advertising copy and the name of a brand of beer.

Author: National Breweries
Date: Between 1935 and 1940
Provenance: Private collection of Dominique Beauregard.

More than 40 years after his death, the King of the North was very much alive in people’s memories, and National Breweries capitalized on his reputation for this 1930s advertising campaign. The texts highlighted the beermaker’s investments and support of farming and young people to draw parallels with the life of a national hero, Curé Labelle.