Contemporary

Bénédictine
Artist: Makoto Saito
Date: c. 1990

This original vintage poster was created in the early 1990s by Japanese artist Makoto Saito as part of a campaign to reposition Bénédictine, the historic French herbal liqueur, for a contemporary audience. Saito’s composition distills the essence of the brand into a striking, image-driven visual, consistent with his text-free graphic approach. The poster reflects both his minimalist aesthetic and his ability to merge Western commercial design with refined Japanese sensibility.

Makoto Saito (1952 – present) began his career as a printmaker before turning to poster design, and has described himself as a “poster designer” rather than a commercial artist. His work emphasizes the power of imagery over words, and has been exhibited internationally, including at the Museum of Modern Art in New York.

Bénédictine, first produced in the 19th century by Alexandre Le Grand in Fécamp, France, traces its origin to a 16th-century Benedictine monk, Dom Bernardo Vincelli, who was said to have devised the complex herbal recipe to restore the monks’ energy. The liqueur combines over 27 flowers, roots, herbs, and spices, and remains largely a guarded secret. In 1992 the brand was acquired by Bacardi, continuing its long heritage as one of France’s most enduring spirits.

Details
Artist: Makoto Saito
Title: Bénédictine
Date: c. 1990
Size: 38 × 26.5 in (97 × 67 cm)
Print Type: Serigaphy on Artistic paper
Condition: Excellent (A)
Printer: Michel Caza Imprimerie, Paris France
Comments: Original 1990s advertising poster created by Makoto Saito to promote the 200-year-old French liqueur Bénédictine as a modern, sophisticated brand.