Historically Speaking

Making sense of it all!

Posts Tagged ‘ale 1366’

I’d Rather Drink From The Cup Of Mediocrity

Posted by Admin on June 2, 2010

The complete phrase is actually: “I’d rather die of thirst than drink from the cup of mediocrity.”  While this phrase has a certain old world wisdom feel to it, it is actually a very recent expression thanks to Stella Artois.

For those among you who are unfamiliar with Stella Artois, it’s important to note that Stella is a thing not a person.  The first recorded history of Stella Artois is in 1366, when records of taxes exist on Leuven’s Den Horen Brewery, a brewery that is still in existence today.

In 1708, Sebastian Artois became the master brewer at Den Horen, and gave his name to the brewery in 1717.   Stella Artois was launched as a seasonal beer for the Christmas holiday market in 1926, however, it proved to be such a success that the brand became available year round.

The advertising slogan was so successful that it won in its category at the The Global Advertising Awards and has since found its way into the English language.

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