Martini and Rossi Bitter French Modernist Cocktail Advertising Style with Bottle

Title: Martini and Rossi Bitter French Modernist Cocktail Advertising Style Painting
Guy Nicod (French 1923 – 2021)
Gouache on artist paper, unframed
Size: 11.75 x 15.75 inches (height x width)
Provenance: Artists estate, France
Condition: good overall with minor edge wear and light handling marks to the sheet

Description:
This original gouache by French modernist Guy Nicod is a striking mid-century design in the style of vintage advertising for the Italian brand Martini & Rossi. Executed with bold colour contrasts and simplified forms, the composition celebrates cocktail culture and the timeless appeal of the Martini Bitter aperitif.
Dominating the scene is a tall cobalt-blue bottle placed against a vivid red circular backdrop, its vertical form balanced by the horizontal black banner carrying the word “BITTER.” In front, a glass filled with a ruby-red cocktail garnished with an orange peel is placed alongside a whole orange, reinforcing the freshness of the drink. A smaller Martini & Rossi bottle is depicted in the top corner, echoing the product’s branding and ensuring the composition’s commercial clarity.
Nicod’s use of gouache on paper brings a flat, matte vibrancy perfectly suited to graphic work, with areas of strong red, deep blue, and black offset by clean white lettering. His poster-like design recalls the golden era of European drinks advertising from the 1950s and 1960s, when stylised visuals projected glamour, modern living, and cosmopolitan sophistication. The inscription on the reverse, 365 jours de l’année (“365 days of the year”), suggests the message of year-round enjoyment—a theme consistent with promotional slogans of the period.
For collectors of French modernism, vintage bar ephemera, cocktail culture, and European advertising history, this work offers both decorative impact and cultural resonance. Unframed and ready for display, it would suit a stylish interior, home bar, or hospitality space.