Serravallo Bark and Iron Wine Tonic, 1890 to 1930s
Marketing “Alcoholic Medicines” to the Islamic World and the East
Bibliographic Data
| ID | 21779341 |
|---|---|
| Authors | Claudio Zanier (0009-0004-4797-6286, University of Pisa, corresponding author) |
| Year | 2023 |
| Volume | 20 |
| Issue | 2 |
| Pages | 147-174 |
| Publication date | 2023-10-06 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Eurasian Studies (JOURNAL) |
| Journal identifiers | ISSN: 1722-0750 • E-ISSN: 2468-5623 |
| Publisher | Walter de Gruyter GmbH (PUBLISHER • DE) |
| DOI | 10.1163/24685623-20220130 |
| OpenAlex | W4387537620 |
| Language | EN |
| References cited | 3 |
At the end of 19th century, Trieste, then the main city port of the Austro-Hungarian Empire, produced and exported alcoholic beverages all over the world, including to Islamic countries where alcohol consumption was forbidden. For the latter, beverages were disguised as “medicines”. The Serravallo pharmaceutical plant of Trieste took the lead, sending their medical liquors everywhere, up to the late 1930s. The present essay examines the network of distributors in the Levant and Asia, as well as the astonishingly vast set of supporting advertising instruments, precisely prepared in local languages
Advertising · Aesthetics · Ancient history · Archaeology · Art · Buddhism · Business · Central asia · Commerce · Economic history · Economics · Economy · Empire · Geography · Islam · Ottoman empire · Political science · Visual arts · Wine · History · Law · Wine Industry and Tourism
| Highly cited | No |
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