The La Sidra de Papel collection preserves advertisements that would be unthinkable today and help explain how the way cider is presented and sold has changed.
LA SIDRA.- Advertising is a snapshot of the society that creates it. Historic cider advertising offers examples that seem surprising today.
Among the documents preserved in Fernando Paredano’s La Sidra de Papel collection is an advertising card from the early 20th century featuring figures of great social prestige at the time and even a minor raising a toast with cider.
Today, a campaign of this kind would be unthinkable. Yet that is precisely what gives the document its historical interest.
The scene helps explain how advertising sought to associate cider not only with popular consumption, but also with social prestige and the institutions that represented authority and respectability.
Other documents in the collection show how cider accompanied political and social campaigns in other countries. In Argentina, for example, during the era of Eva Perón, bottles of cider were distributed at Christmas alongside other products, generating millions of labels that varied over the years.
These papers are more than simple curiosities.
They show how advertising changed, how regulation changed, how brands evolved and, above all, how society itself changed.
A label or advertisement intended to last a few weeks can, a century later, become a small historical source.
Related reading
- The cider label exhibition
- A cider label from 1960
- The photography competition’s commemorative label
- Labels from the XIV Primer Sidre l’Añu
- LA SIDRA 269
