(with quinine) became very popular as quinine was used to fight fevers and ease malaria symptoms. In 1887, Pierre and Raymond Lillet created Kina Lillet. Originally blanc, when all other aperitifs were red, Lillet was the only aperitif from a specific geographic location, one of the most famous, the Bordeaux region, or more precisely Great Sauternes region (at that time Sauternes was covering appellations that are now considered as Bordeaux or Graves appellation). During the 1920s, Lillet exports greatly increased in Europe and Africa. The brand also became famous in France, thanks to advertising campaigns. At the same time, Lillet was served on transatlantic liners, part of the reason for its success with high society in New York. American bartenders used it for making fashionable cocktails. In 1962, Pierre Lillet, grandson of Raymond, keen to capitalize on America's growing taste for red wine, created Lillet Rouge for the American market. In the early part of the 1970s, Maison Lillet removed "Kina" from the brand name calling it simply Lillet. "Kina" had become a generic term used by many aperitifs to emphasise their quinine content, and was no longer relevant for the times. Lillet is the name of the family, and became the only name of the brand. To improve the quality and sustainability of the Lillet recipe, in 1985, Lillet was reformulated, after close work with the Bordeaux University's Institute of Oenology, applying modern oenology. Both the quinine bitterness and corresponding sweetness were reduced. In 2011, under cellarmaster Jean Bernard Blancheton, rosé Lillet version was introduced. Advertising and arts 1896: First Lillet advertising iron plates 1903: First Lillet illustrated poster created by Raymond Lillet 1906: Second Lillet illustrated poster designed by Georges Dol 1909: Lillet launch on transatlantic liners, with the claim: "Kina-Lillet & Sauternes Lillet can be obtained on all steamers of the Cie Transatlantique. It should always be served iced" 1924–1935: "Kina-Lillet, 11 Grand Prizes" and "Ask for a Lilet" promotional campaigns run on public transport. These used the spelling "Demandez un Lilet" to signal the correct pronunciation 1925–1935: Advertising campaigns promoting football, basketball and rugby games by André Galland 1930s Harry Craddock appeared in Lillet ads in a UK trade magazine. 1930: Mural ads along streets 1937: French artist Robert Wolf's design brings Lillet to a wider audience. 1940–1951: Alcohol ads are banned during and after the Second World War. 1950–51: Participation in trade exhibitions in Bordeaux,