{"product_id":"mathusalem-oude-hasselt-vintage-drinks-advertising-poster-1903","title":"Mathusalem Oude Hasselt Vintage Drinks Advertising Poster, 1903","description":"\u003cp\u003e\u003cem\u003eMathusalem, Oude Hasselt\u003c\/em\u003e, made by Litho Myncke in 1903, gives beverage advertising the force of a character portrait. A genial older man occupies the centre of the vertical composition, smiling broadly as he presents a small glass marked “Mathusalem”. His black waistcoat and crisp white shirt, enlivened by narrow red stripes, stand sharply against a field of brilliant orange. With little conventional depth and no distracting setting, figure, lettering and product are fused into one bold graphic statement.\u003c\/p\u003e\n\n\u003cp\u003eThe poster belongs to an era in which lithography was central to European commercial culture, enabling advertisements to combine vivid colour, crisp contours and memorable typography. Its wording places it firmly within a Belgian context: “Oude Hasselt” evokes Hasselt’s long association with distilled spirits, while the lower inscription identifies “Distillerie J. Vandenperre, Bruxelles-Midi”. The name “Mathusalem” is the French form of Methuselah, the biblical figure proverbial for extreme old age; set beside the jovial, white-haired spokesman, it gives the design an instantly legible play on age and longevity.\u003c\/p\u003e\n\n\u003ch3\u003eA closer look\u003c\/h3\u003e\n\n\u003cp\u003eThe man’s expansive pose makes the poster unusually sociable. Rather than standing stiffly beside the advertised drink, he extends his arms across the design, turning the small glass into the focus of an open, welcoming gesture. His face is described with economical curves: swept white hair, raised cheeks and an animated expression that remains readable even from a distance. Subtle folds in the dark waistcoat add a degree of modelling, but the figure is largely constructed from clean-edged areas of black, white and red.\u003c\/p\u003e\n\n\u003cp\u003eAbove him, “MATHUSALEM” appears in commanding black capitals, establishing the brand before the eye reaches the figure. The smaller phrase “VIEUX SYSTÈME” introduces a second typographic register, while “OUDE HASSELT” anchors the lower section in a distinct serif face. This progression—from brand name to descriptive phrase and distillery information—is carefully controlled: each element is clear, yet none competes with the smiling central character. Even the glass repeats the name “Mathusalem”, bringing the visual hierarchy to its smallest and most pointed detail.\u003c\/p\u003e\n\n\u003cp\u003eThe orange ground does more than supply warmth. Its near-unbroken expanse flattens the space and intensifies the contrast of the black waistcoat and lettering, while the white shirt and glass provide bright accents. A thin dark border contains the composition, and small ornamental flourishes towards the upper corners soften the otherwise emphatic geometry. The result is decorative without becoming elaborate: pattern is concentrated in the striped sleeves and corner details, leaving the principal forms broad and immediately recognisable.\u003c\/p\u003e\n\n\u003ch3\u003eContext and significance\u003c\/h3\u003e\n\n\u003cp\u003eAt the beginning of the twentieth century, posters had to communicate quickly in busy public settings. \u003cem\u003eMathusalem, Oude Hasselt\u003c\/em\u003e meets that demand not by illustrating a distillery or presenting a densely detailed drinking scene, but by giving the beverage a human identity. The older gentleman functions almost like an emblem: his age echoes the name, while his convivial manner suggests the everyday social world in which the drink circulated. The French and Dutch wording also reflects the multilingual character of Belgian commercial design.\u003c\/p\u003e\n\n\u003cp\u003eWhat remains especially effective is the economy of the conception. A limited palette, one expressive figure and a disciplined sequence of lettering are sufficient to make the advertisement both practical and playful. It is a revealing example of how early twentieth-century lithographic design transformed regional names, commercial information and popular character types into public imagery of lasting graphic appeal.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eChoosing the right size and finish\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eArtwork can feel intimate at smaller sizes and dramatically more architectural at larger ones. Use the room preview, model image and size guide to see how the proportions and scale will work in your space.\u003c\/p\u003e\n\n\u003cp\u003eIf you need an exact size, specialist framing or help planning a larger display, \u003ca href=\"\/pages\/contact-us\"\u003eask our workshop for advice\u003c\/a\u003e.\u003c\/p\u003e\n\u003cp\u003eThe model in the listing images is holding the 18x24in (45x60cm) version of this art print.\u003c\/p\u003e\n\u003cp\u003eWhere personalisation is available, you can add a short title or dedication, or one considered visual detail. \u003ca href=\"\/pages\/map-personalisation\"\u003eSee examples of personalised artwork\u003c\/a\u003e.\u003c\/p\u003e\n\n\u003cp\u003eChoose Original to retain the colour and character of the source artwork, or Aged for a warmer, more antique appearance. \u003ca target=\"_blank\" href=\"\/pages\/sepia-aged-maps\"\u003eSee examples of our Aged artwork\u003c\/a\u003e.\u003c\/p\u003e\n\n\u003cp\u003eEvery piece is produced to archival standards using fade-resistant pigment inks on acid-free matte art paper. Choose an art print, framed art print or framed canvas using the finish options above.\u003c\/p\u003e\n\n\u003cp\u003eFramed art prints use crystal-clear optical acrylic for excellent clarity, lower weight and safer delivery than glass. Each piece arrives professionally framed and ready to hang.\u003c\/p\u003e\n\n\u003cp\u003eSelected artworks can be produced at statement sizes up to 3 metres (10ft). Custom sizing and \u003ca target=\"_blank\" href=\"\/pages\/custom-framing\"\u003especialist framing\u003c\/a\u003e are also available. If the exact option you need is not listed, \u003ca target=\"_blank\" href=\"\/pages\/contact-us\"\u003econtact our workshop\u003c\/a\u003e.\u003c\/p\u003e","brand":"The Unique Maps Co.","offers":[{"title":"8x10in (20x25cm) \/ Art print","offer_id":67631771746695,"sku":null,"price":34.0,"currency_code":"USD","in_stock":true},{"title":"8x10in (20x25cm) \/ Framed art print","offer_id":67631771779463,"sku":null,"price":81.0,"currency_code":"USD","in_stock":true},{"title":"8x10in (20x25cm) \/ Framed canvas","offer_id":67631771812231,"sku":null,"price":95.0,"currency_code":"USD","in_stock":true},{"title":"A4 (210x297mm) \/ Art print","offer_id":67631771844999,"sku":null,"price":34.0,"currency_code":"USD","in_stock":true},{"title":"A4 (210x297mm) \/ Framed art print","offer_id":67631771877767,"sku":null,"price":81.0,"currency_code":"USD","in_stock":true},{"title":"A4 (210x297mm) \/ Framed canvas","offer_id":67631771910535,"sku":null,"price":95.0,"currency_code":"USD","in_stock":true},{"title":"12x16in (30x40cm) \/ Art print","offer_id":67631771943303,"sku":null,"price":53.0,"currency_code":"USD","in_stock":true},{"title":"12x16in (30x40cm) \/ Framed art print","offer_id":67631771976071,"sku":null,"price":142.0,"currency_code":"USD","in_stock":true},{"title":"12x16in (30x40cm) \/ Framed canvas","offer_id":67631772008839,"sku":null,"price":149.0,"currency_code":"USD","in_stock":true},{"title":"A3 (297x420mm) \/ Art print","offer_id":67631772041607,"sku":null,"price":53.0,"currency_code":"USD","in_stock":true},{"title":"A3 (297x420mm) \/ Framed art print","offer_id":67631772074375,"sku":null,"price":142.0,"currency_code":"USD","in_stock":true},{"title":"A3 (297x420mm) \/ Framed canvas","offer_id":67631772107143,"sku":null,"price":149.0,"currency_code":"USD","in_stock":true},{"title":"16x20in (40x50cm) \/ Art print","offer_id":67631772139911,"sku":null,"price":77.0,"currency_code":"USD","in_stock":true},{"title":"16x20in (40x50cm) \/ Framed art print","offer_id":67631772172679,"sku":null,"price":176.0,"currency_code":"USD","in_stock":true},{"title":"16x20in (40x50cm) \/ Framed canvas","offer_id":67631772205447,"sku":null,"price":189.0,"currency_code":"USD","in_stock":true},{"title":"18x24in (45x60cm) \/ Art print","offer_id":67631772238215,"sku":null,"price":85.0,"currency_code":"USD","in_stock":true},{"title":"18x24in (45x60cm) \/ Framed art print","offer_id":67631772270983,"sku":null,"price":203.0,"currency_code":"USD","in_stock":true},{"title":"18x24in (45x60cm) \/ Framed canvas","offer_id":67631772303751,"sku":null,"price":216.0,"currency_code":"USD","in_stock":true},{"title":"A2 (420x594mm) \/ Art print","offer_id":67631772336519,"sku":null,"price":85.0,"currency_code":"USD","in_stock":true},{"title":"A2 (420x594mm) \/ Framed art print","offer_id":67631772369287,"sku":null,"price":203.0,"currency_code":"USD","in_stock":true},{"title":"A2 (420x594mm) \/ Framed canvas","offer_id":67631772402055,"sku":null,"price":216.0,"currency_code":"USD","in_stock":true},{"title":"20x28in (50x70cm) \/ Art print","offer_id":67631772434823,"sku":null,"price":104.0,"currency_code":"USD","in_stock":true},{"title":"20x28in (50x70cm) \/ Framed art print","offer_id":67631772467591,"sku":null,"price":277.0,"currency_code":"USD","in_stock":true},{"title":"20x28in (50x70cm) \/ Framed canvas","offer_id":67631772500359,"sku":null,"price":297.0,"currency_code":"USD","in_stock":true},{"title":"24x36in (60x90cm) \/ Art print","offer_id":67631772533127,"sku":null,"price":114.0,"currency_code":"USD","in_stock":true},{"title":"24x36in (60x90cm) \/ Framed art print","offer_id":67631772565895,"sku":null,"price":311.0,"currency_code":"USD","in_stock":true},{"title":"24x36in (60x90cm) \/ Framed canvas","offer_id":67631772598663,"sku":null,"price":338.0,"currency_code":"USD","in_stock":true},{"title":"A1 (594x841mm) \/ Art print","offer_id":67631772631431,"sku":null,"price":114.0,"currency_code":"USD","in_stock":true},{"title":"A1 (594x841mm) \/ Framed art print","offer_id":67631772664199,"sku":null,"price":311.0,"currency_code":"USD","in_stock":true},{"title":"A1 (594x841mm) \/ Framed canvas","offer_id":67631772696967,"sku":null,"price":338.0,"currency_code":"USD","in_stock":true},{"title":"28x40in (70x100cm) \/ Art print","offer_id":67631772729735,"sku":null,"price":149.0,"currency_code":"USD","in_stock":true},{"title":"28x40in (70x100cm) \/ Framed art print","offer_id":67631772762503,"sku":null,"price":412.0,"currency_code":"USD","in_stock":true},{"title":"28x40in (70x100cm) \/ Framed canvas","offer_id":67631772795271,"sku":null,"price":412.0,"currency_code":"USD","in_stock":true},{"title":"30x40in (75x100cm) \/ Art print","offer_id":67631772828039,"sku":null,"price":149.0,"currency_code":"USD","in_stock":true},{"title":"30x40in (75x100cm) \/ Framed art print","offer_id":67631772860807,"sku":null,"price":412.0,"currency_code":"USD","in_stock":true},{"title":"30x40in (75x100cm) \/ Framed canvas","offer_id":67631772893575,"sku":null,"price":412.0,"currency_code":"USD","in_stock":true},{"title":"A0 (841x1189mm) \/ Art print","offer_id":67631772926343,"sku":null,"price":196.0,"currency_code":"USD","in_stock":true},{"title":"A0 (841x1189mm) \/ Framed art print","offer_id":67631772959111,"sku":null,"price":1032.0,"currency_code":"USD","in_stock":true},{"title":"A0 (841x1189mm) \/ Framed canvas","offer_id":67631772991879,"sku":null,"price":972.0,"currency_code":"USD","in_stock":true},{"title":"37x50in (94x127cm) \/ Art print","offer_id":67631773024647,"sku":null,"price":250.0,"currency_code":"USD","in_stock":true},{"title":"37x50in (94x127cm) \/ Framed art print","offer_id":67631773057415,"sku":null,"price":1241.0,"currency_code":"USD","in_stock":true},{"title":"37x50in (94x127cm) \/ Framed canvas","offer_id":67631773090183,"sku":null,"price":1167.0,"currency_code":"USD","in_stock":true},{"title":"45x60in (114x150cm) \/ Art print","offer_id":67631773122951,"sku":null,"price":338.0,"currency_code":"USD","in_stock":true},{"title":"45x60in (114x150cm) \/ Framed art print","offer_id":67631773155719,"sku":null,"price":1889.0,"currency_code":"USD","in_stock":true},{"title":"45x60in (114x150cm) \/ Framed canvas","offer_id":67631773188487,"sku":null,"price":1754.0,"currency_code":"USD","in_stock":true},{"title":"52x70in (132x178cm) \/ Art print","offer_id":67631773221255,"sku":null,"price":560.0,"currency_code":"USD","in_stock":true},{"title":"52x70in (132x178cm) \/ Framed art print","offer_id":67631773254023,"sku":null,"price":2529.0,"currency_code":"USD","in_stock":true},{"title":"52x70in (132x178cm) \/ Framed canvas","offer_id":67631773286791,"sku":null,"price":2361.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0257\/0344\/8638\/files\/file_e90f1a74-bd64-465e-9dfd-12d8c68ae0bb.jpg?v=1791228030","url":"https:\/\/uniquemaps.com\/products\/mathusalem-oude-hasselt-vintage-drinks-advertising-poster-1903","provider":"The Unique Maps Co.","version":"1.0","type":"link"}