I am continually amazed by the seemingly endless variations and spinoffs of Lewis Carroll's classic Alice in Wonderland. But even I was surprised to discover that beginning in the 1930s, Guinness beer began using Alice in Wonderland and the cast of characters from Carroll's books in their advertising. These campaigns continued until 1959, and in addition to many ads, Guinness also published five booklets, beginning with "The Guinness Alice" in 1933, and ending with "Alice Versary: The Guinness Birthday Book," which was published to coincide with the brewer's 200th anniversary in 1959. All of the booklets and advertising were created by their advertising agency, S.H. Benson Ltd., with illustrations by John Gilroy and later Ronald Ferns.
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