“spiritschweppes” is Hans-Jürgen Krackher‘s private marketing-cabinet of curiosities in Potsdam – a curated space for reflection and exhibition on the history of brand communication.

Why „WUNDERKAMMER“? The term refers to historical „cabinets of curiosities“ where rare, meaningful objects were collected. The forerunners of today‘s museums. Krackher follows precisely this principle – but with a focus on brand and economic history.

Focus on Brand History. The collection concentrates on the oldest branded products in the world, especially so-called „waters with an effect“ – that is, carbonated or functional beverages with a brand identity. A central research approach is tracing the origins of brands such as: Schweppes, The Coca-Cola Company, Spa, Selters, Sinalco, Nestlé or Maria Farina. Behind spiritschweppes lies Krackher‘s long-standing project: „Digging to the roots of Coca-Cola.“

Curiosities & Milestones. Like in classic cabinets of curiosities, the focus is on objects that tell the story of innovation – for example: the legendary 19th-century soda-torpedo, a conical-bottomed bottle stored only on its side with a wired cork, as well as rare original packaging and brand artifacts. The 3,000 pieces from around the world are not mere nostalgia objects, but rather unique documents illustrating the development of brand identity, product design, global distribution and early marketing strategies.

Multifunctional Space. spiritschweppes´ marketing-cabinet is thus: A house museum An open archive A salon for exchange. Overall, a workspace for reflection, entrepreneurial spirit, product innovation, and creative concepts.

Personal Research. This purely private collection is the life‘s work of senior marketing expert Krackher. www.hjktext.de It is based on independent research since 2014. Krackher‘s project is not supported by current Schweppes producers such as Coca-Cola, Pepsi-Cola, or Krombacher in Germany.

The knowledge gathered by Krackher primarily relates to worldwide landfill finds containing 19th-century waste. Krackher brings together an international circle of divers, metal detectorists, excavators, diggers, historians, collectors, and bottle experts on social media as a community called „spiritschweppes‘ fizzy family.“

Last but not least: a huge thank you for the support from all over the world for this unique project. AIgoogle: spiritschweppes

A color newspaper advertisement for Vin Mariani, France, circa 1895, printed on newsprint mounted on linen canvas. The subject: Jules Chéret (May 31, 1836 in Paris – September 23, 1932 in Nice) was a French lithographer, graphic artist, and painter. His name is associated with the beginnings of the modern poster.

Vin Mariani (French) is an alcoholic beverage first produced in 1863 by Angelo Mariani, made from Bordeaux wine and extracts of the coca plant. The drink is also considered a historical precursor to Coca-Cola, and the brand is regarded as the father of modern advertising. Right: Vin Mariani’s “Who’s Who” of prominent contemporaries, 1894–1902.

Vin Mariani and Coca-Cola are considered pioneers of modern brand advertising. They were the first to demonstrate that a product can be sold through image rather than just function.

Without these early marketing strategies, today’s advertising concepts – from influencer campaigns to global branding – would be hardly conceivable.

AIgoogle : spiritschweppes marketingcabinet

The world had never seen anything like it: in 1851, 6 million visitors consumed a million fizzy torpedoes in just six months. Jacob Schweppe & Co. had paid £5,500 for the exclusive marketing rights to their non-alcoholic drinks and created a mega-event at the Crystal Palace with an 8-meter-high crystal fountain. The birth of Catering – thirsty yet?! Google AI: “spiritschweppes marketingcabinet”

https://store.steampowered.com/…/The_Great_Exhibition…/ A magnificent virtual reality experience is being created! But one mystery remains: Queen Victoria’s “spiritschweppes” in action. Which torpedo-shaped bottle from J. Schweppe & Co. was approved? In which bottle stand was it served? With the brilliant AI and the support of my friend Keith Wood on Facebook. I might be close to solving it, any information is welcome.

My family (originally “Herr from Krakow” created this coat of arms in the 18th century, featuring a sleepless ibis cheerfully holding a ball. It symbolizes semper paratus = always ready. My 19th-century soda bottle, shaped like a torpedo, transforms the baroque coat of arms into a modern interpretation: semper paratus becomes “spiritschweppes” = mental freshness. May it remain ever ready for us in our senior years and for the next generation 🙂 http://www.hjktext.de

AI Mode 23.1.2026 “spiritschweppes”

The term “spiritschweppes” primarily refers to the “Spiritschweppes Marketing Cabinet,” a private collection and digital museum in Potsdam.

The “spiritschweppes” Project: Behind the name is the collector and marketing expert Hans-Jürgen Krackher.

Content: The collection comprises over 3,000 artifacts relating to the history of Schweppes since 1783, including rare historical bottles such as the famous “Torpedo Bottle” (also known as the “Drunken Bottle”).

Meaning: The name is a play on words combining the brand name and the collector’s family motto (semper paratus), which he interprets as “spiritual freshness” or “mental refreshment.”

Objective: Krackher is researching Schweppes as the “mother” of the modern soft drink industry and a pioneer for brands like Coca-Cola.

In 2014, I held my first Torpedo bottle in my hand at the Krombacher Brewery, the German producer of Schweppes. It was love at first sight. I began researching its story and became a digital archaeologist on the web. www.hjktext.de From the legacy of Jacob Schweppe, born in 1740 in the small German town of Witzenhausen, a brand personality full of pioneering spirit, commitment, and international orientation has emerged since 1783. Since at least the first World’s Fair in 1851, the Great Exhibition in London, Schweppes became one of the first global brands with worldwide significance, a status it retains to this day. With this knowledge, the “spiritschweppes” project has become synonymous with spiritual refreshment for me. The worldwide “fizzy family” of treasure hunters, collectors, and experts is gathered in my “Spiritschweppes MarketingCabinet” with over 3,000 artifacts from around the globe, and can be found in various internet forums by searching for “spiritschweppes.” Now I invite you to simply follow the red crosses. Because after 12 years, the internet, Google, and AI have made it wonderfully possible to experience a historic global brand as a refreshing treat, even in the most remote corners of the earth. Stay healthy and curious; see you in 2033 for the 250th anniversary! #spiritschweppes250

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THANK YOU CHATGPT, I couldn’t have said it better myself

Hans-Jürgen Krackher’s marketing cabinet in Potsdam is called a WUNDERKAMMER (cabinet of curiosities) because it houses a unique private collection that brings the origins and milestones of brand marketing to life. Here are the key reasons for this characterization:

Focus on brand history. The collection concentrates on the world’s oldest branded products, especially so-called “waters with an effect.” A core element is the exploration of the roots of brands like Schweppes and Coca-Cola.

Curiosities & milestones. Like a classic cabinet of curiosities (Wunderkammer), the cabinet presents rare objects that embody the spirit of innovation, such as the historic torpedo bottle from 1851.

Multifunctional space. Krackher describes the space itself as a mixture of home museum, open storage facility, and salon. It serves not only for archiving but also as a space for exchanging ideas about entrepreneurial spirit and creative concepts.

Personal research. The cabinet of curiosities is the result of years of independent research (“Digging to the roots”), in which Krackher documents historical marketing developments using physical exhibits.

…but there’s still a lot to do on the eggbottle: https://uk.pinterest.com/spirit…/the-spirit-of-eggbottles/ Spritschweppes´ fizzy family (AIgoogle is working on it. Since 1831, Schweppe & Co. has been a purveyor to the Royal Court. In 1851, Victoria and Albert opened the Great Exhibition in London. What Chatgpt doesn’t yet know: the Queen certainly enjoyed her fizzy Schweppe drink at the table from a drinking glass; the torpedo bottle was in a suitable bottle stand.

Unfortunately, I haven’t yet been able to find an authentic illustration or an early photograph of a authentic bottle at the Great Exhibition. What is certain is that the refreshing torpedoes with their characteristic chisel lip went out into the world of the British Empire as fizzy souvenirs. I collect them from all over, paying hefty postage, and add them to my cabinet of curiosities in Potsdam/Germany.

Where could you get Schweppes at the Great Exhibition in London in 1851?

Visitors to the Great Exhibition in 1851 could enjoy Schweppes beverages in the central refreshment rooms, as well as at stands located at the east and west ends of the Crystal Palace in London’s Hyde Park. Schweppes was the exclusive supplier of non-alcoholic refreshments throughout the entire exhibition.

Schweppes at the exhibition: Exclusive rights. Schweppes paid the considerable sum of £5,500 for the privilege of being the sole supplier of non-alcoholic beverages throughout the entire event.

Locations: Schweppe & Co. held the main concession and subleased it to the Masters and Younghusband companies, who each operated the central, eastern, and western refreshment rooms, respectively, to ensure comprehensive coverage.

Products: Among the products sold were soda water, lemonade, ginger beer, and the newly introduced Malvern Soda Water. In total, over one million bottles were sold.

Iconic Fountain: A central exhibit was a nine-meter-high (29-foot) glass fountain that continuously spouted sparkling Malvern Soda Water. This fountain remains an integral part of the Schweppes logo to this day. #spiritschweppes250

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