Le Coup de l'Etrier Vin Tonique de la Durante Advertisement by B. Sirven, Toulouse, Circa 1920s

Circa 1920s, small French advertisement printed by B. Sirven of Toulouse. (See bottom right corner for printer's name and city.) Dimensions: 6.25" x 4.75". Again, this is a small advertisement, but suitable for framing nonetheless.

Le Coup de l'Étrier refers to the "stirrup cup," and this ad is for a tonic wine. The ad, translated, reads: Take it at any time. Before, during, and after meals. Footballers, motorists, hunters, cyclists, tourists. Do as the riders do. Don't leave without taking it.

*****Condition: Please note there is edge wear and damage, including a missing piece, particularly to the lower right corner. The left corner also has wear. This wear can be seen in the ninth and tenth photos. Please examine the photos carefully and do let me know if you need more as I'll be happy to oblige.

Thank you to https://www.france-pittoresque.com/spip.php?article7378 for the explanation, which I've translated to English. They write:

Drink a glass of wine when you're about to leave. When our good ancestors went on a journey, they used to swallow a few red wines before mounting their horses, and this is what they called drinking the stirrup wine. They even wanted to be noticed, on this occasion, for their bacchanalian intrepidity.

Marshal de Bassompierre, one of the most brilliant and amiable men to have played a role during the reigns of Henry IV and Louis XIII, achieved proverbial fame in this genre. It is reported that in 1625, on the day he left his embassy in Switzerland to return to Paris, he had one of the large funnel-shaped boots he had worn for the journey taken from him, presented it as a cup to his cupbearer, and, when it was full of wine, bravely drained it to the health of the thirteen cantons. This gave rise to the expression boire à la Bassompierre (drinking from Bassompierre).

Madame Dunoyer recounts another incident of the same kind. "The Marquis de Léri," she says, "having been sent to Cologne for some negotiations, triumphed over the Germans with a glass in his hand." He was declared the victor of victors, and when it was proposed to him, as he mounted his horse to return to France, to drink the wine from the stirrup, he did not refuse to lend the collar, and said that the wine from the stirrup should be drunk from a boot. A full one was brought to him, which he emptied with the best grace in the world. This boot is still kept at the town hall of Cologne, where it was erected as a trophy in honor of the Marquis of Léri. (Lettres galantes, volume I, letter 50.)

Thank you for looking.