Preliminary identification
Photo reference
1 uploaded photo
Overview
This is a rare, highly detailed three-dimensional plaster relief advertising sign produced for Molson Brewery during the Second World War. It depicts Canadian servicemen—including a Highland regiment soldier in a kilt, an army soldier, an airman, and a sailor—gathered around a piano enjoying a Molson beer. The bilingual text 'Since 1786 / Depuis 1786' highlights Molson's deep historic roots in Canadian culture.
Story
During World War II, Molson Brewery created patriotic tavern displays to boost morale. This piece shows Canadian soldiers, sailors, and airmen uniting over a song and a cold brew, celebrating camaraderie amidst the anxiety of wartime.
Maker / Origin
Founded in Montreal in 1786 by John Molson, Molson Brewery is the oldest brewery in North America. During the World Wars, the company was famous for its patriotic advertising campaigns and high-quality tavern displays that doubled as wartime propaganda and community-building art.
Condition & Value
The plaque appears to be in very good vintage condition with some minor paint wear and light scuffing consistent with age. There are no major visible cracks or large chips in the plaster, which is remarkable given the fragility of the medium. Original paint remains bright.
Full Research
Sold comps, value drivers, and venue guidance pulled from recent auction results.
Build on this identification
Layer in sold comps, value drivers, and venue guidance.
Comparable demand stays strongest where maker, originality, and venue confidence line up. Broader examples still trade, but the range tightens quickly when provenance, condition, or selling lane fit is missing.
Best Venue
Specialty auction or a focused dealer with buyers already in this lane.
Signed example with light edge wear and original frame.
Comparable format with stronger provenance and cleaner surface.
Smaller related piece with visible craquelure and trimmed margins.
Period match with softer condition and weaker subject matter.
Close market lane comp with similar material and presentation.