RARE Enamel Advertising Sign « NICOLAS – Nectar et Glou-Glou » – circa 1927

Large original enamel advertising sign for Nicolas wines, dating from the interwar period, featuring the famous character “Nectar” accompanied by his son “Glou-Glou”.

Description

Brand: Nicolas Wines
Period: circa 1927
Material: enamelled metal (steel plate)
Technique: kiln-fired vitreous enamel (deep, long-lasting colors)
Format: large wall sign (shop display type)
Mounting: original corner fixing holes

Visual:

• “NICOLAS” header in bold blue letters

• Slogan: “fines bouteilles”

• Illustration of the delivery man Nectar, moustached, wearing a blue apron

• Presence of his son Glou-Glou, carrying bottles

• Signed “d’après Dransy” (original illustrator)

• Style & Appeal

This sign stands out for:

• a typical 1920s graphic style, halfway between popular illustration and early modern advertising

• an iconic representation of the French wine trade

• a strong decorative and collectible appeal

It is an iconic piece of vintage advertising, highly sought after for bar, wine cellar, or retro interior decoration.

HISTORY OF THE “NECTAR ET GLOU-GLOU” SIGN

This sign is part of a series of advertising materials developed by Nicolas from the 1920s:

• The character Nectar first appeared in 1922, created by illustrator Dransy

• He represents a wine delivery man carrying 24 bottles, quickly becoming very popular

In the following years, the brand expanded its advertising through:

• posters

• catalogs

• enamel signs displayed in streets, metro stations, and shops

• Around 1927, a key period:

• launch of the first illustrated Nicolas catalogs

• collaboration with major artists such as Charles Loupot

• development of a strong and consistent visual identity

The character Glou-Glou, often depicted as Nectar’s son, appeared shortly after, enriching the brand’s visual storytelling

Enamel signs like this one were used:

• on shop façades

• in bars and wine merchants

• as durable signage thanks to enamel craftsmanship

HISTORY OF THE “NICOLAS WINES” BRAND

Origins (1822)

• Founded in 1822 in Paris by Louis Nicolas

• Revolutionized wine consumption by introducing wine sold in bottles instead of barrels

Growth

• By 1870: over 30 shops

• Early 20th century: strong national expansion

• 1930s: several hundred stores

Advertising Innovation

From 1921–1922, Nicolas became a pioneer in advertising:

• artistic posters

• advertising films

• promotional items

Creation of Nectar, the brand’s iconic symbol

Collaboration with major artists (Cassandre, Loupot, etc.)

Commercial Innovations

• Home delivery as early as 1840

• Wide distribution making wine more accessible

• Key role in democratizing wine consumption in France

• nearly 500 stores in France

• over 200 years of history

• part of the Castel Group

• COLLECTOR’S VALUE

This sign combines several highly desirable features:

• ✔ Authentic French vintage advertising

• ✔ Iconic character (Nectar)

• ✔ Art Deco period (1920s)

• ✔ Durable enamel medium

It is considered a RARE and major piece of vintage bistro and wine merchant advertising.

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