Florido and Company. Wines and Sherries


Shown here is a lithographic advertising poster for Florido, a wine and sherry company based in Sanlúcar de Barrameda, Cádiz, Spain. The poster was produced around 1920 by Simeón Durá’s publishing house in Valencia. The artist is unknown. The poster advertises a fine manzanilla sherry called “Mari Ana.” The elegant attire and pose of the young woman as she admires the pale color of the sherry in her glass are intended to suggest a sophistication and allure associated with the product. The Fábrica de naipes y litografía Simeón Durá (Simeón Durá’s Playing Cards and Lithography Company) was one of the most important businesses in Valencia. It flourished between 1871 and about 1940. The prestige of Durá’s company went beyond the borders of Spain: he exported to Latin America, the Philippines, North America, and to some European countries. The firm published commissioned products for local companies and state monopolies, such as the Estanco de Naipes del Perú (the government store where playing cards were sold). Adapting to the demand of international and particularly English-speaking markets, it also started producing cards for poker, bezique (a popular card game of French origin), and playing cards specifically suited to the games of the irrigated region of Valencia. Besides traditional playing cards, the firm produced cards for children and cards used for advertising purposes. It also published advertising posters, in particular those for Valencian oranges. The Valencian Autonomous Community has a long-standing poster tradition that started with the arrival of the first posters in the 19th century. The Valencian Library holds a vast collection of visual material that includes prints, photographs, posters, postcards, maps, drawings and other minor printed ephemera. Among these items is a collection of more than 11,000 posters from the last quarter of the 19th century to the present.

Date Created

Subject Date

Publication Information

S. Durá, Valencia


Title in Original Language

Florido y Cª Vinos y Finos Sanlúcar de Barrameda

Type of Item

Physical Description

1 print (poster) ; 75 x 55 centimeters


  1. Adam Wintle, “Playing cards by Simeon Durá 1871‒1840,” at The World of Playing Cards. http://www.wopc.co.uk/spain/dura/index.

Last updated: December 7, 2017