The Guinness Christmas Booklets.
Dublin: Guinness, 1933-1966. 8vo. 24 pamphlets, set. Original stapled printed paper covers. Illustrated by Sir John Tenniel; Rex Whistler; Edward Ardizzone; John Nash; Rowland Emmet; e.t.c. A few booklets have slightly tanned, foxed or marked covers. Some have light rubbing to the edges where the covers extend beyond the contents. Most of the early pamphlets have rusted staples as usual. Eleven have 'with compliments' cards loosely inserted. No ownership marks. The majority are in exceptionally bright condition. Near fine. Item #9170
Guinness and advertising have gone hand in hand through the decades and in the 1930s the brewers came up with a promotional idea which tied in with their slogan that 'Guinness is good for you'. Between 1933 and 1966 (with a break for the war between 1940 and 1949), doctors were sent illustrated pamphlets at Christmas celebrating the joys and health benefits of the drink. Five of them were inspired by Lewis Carroll's Alice, including Alice Versary in 1959 which marked the two hundredth anniversary of Guinness. Some of the best illustrators of the day were employed and it's fascinating to chart how the series moved with the times; the contrast, for instance, between Rex Whistler's Songs of Our Grandfathers in 1936 and Maureen Roffey and Bernard Lodge's Guinness Nonscience in 1963. The 1933 pamphlet was first issued with line and colour illustrations. This set includes the revised, full colour issue, marked 'GA.281A', instead. Complete sets of all twenty-four booklets are very uncommon especially in this condition.
Price: £1,650.00