The Great Binge: The Drug-Fuelled “Belle Epoque”
The Belle Époque or La Belle Époque; French for "Beautiful Epoch" is a period of history, usually considered to begin around 1871–1880 and to end with the outbreak of World War I in 1914. It was a period characterized by optimism, peace, economic prosperity, colonial expansion, and technological, scientific, and cultural innovations. In this era of France's cultural and artistic climate (particularly within Paris), the arts markedly flourished, and numerous masterpieces of literature, music, theatre, and visual art gained extensive recognition.
The Bar At Maxim's, Vintage Artwork By Pierre-Victor Galland
The Great Binge refers to the same period spanning 1870 to 1914 in North America. It was coined by modern historian Gradus Protus van der Belt to describe a time when drugs like cocaine, heroin, opium, absinthe, laudanum, and many more were freely available not just from your local pharmacy, tobaconists or the neighbourhood bar, but also from the barbershop, the stationers, and even confectioners.
Morphine by Albert Matignon - 1905
Georges Moreau de Tours - Les Morphinees The Morphine Takers - 1886
Between 1827 and 1842, over 27,000 pounds of opium came into the ports of the United States alone, where the drug found an unexpected distribution network of businessmen, presidential parents, and even Ivy League schools, which all had ties to the Opium trade in the late 19th century.
The Illustrated London News print of the clipper steamship Ly-ee-moon, built for the opium trade, c. 1859
“Princeton’s first large benefactor, John Green, funded his contribution through the opium trade […] Yale University’s infamous Skull and Bone society was funded by the most successful family of opium dealers in America,” reveals Harvard’s magazine, The Crimson, adding that as America’s gateway institution for the drug that soon spread to other Ivy Leagues along the East Coast, “Opium once pervaded campus life at Harvard […] throughout the 1800s, its black smoke kept the university’s veins flowing with green and its faculty and students perpetually dazed.”
The term “pipe dream” actually originates from the opium dens of turn of the century America where people smoking an opium pipe would come up with ideas, theories and fantasies whilst hallucinating.
In 1908, President Roosevelt appointed Hamilton Wright as the first Opium Commissioner in the United States to begin targeting opium dealers. The irony here is that Franklin D. Roosevelt’s grandfather, Warren Delano, was an opium peddler, and his drug trade was responsible for the bulk of the family’s fortune. Roosevelt’s mother, Sara Delano, travelled to Hong Kong with her family to join her opium-trading father in the 1860s.
Warren Delano (FDR's grandfather & Opium King)
Sara (FDR's mother) & Philippe Delano in 1864, following their return home from Hong Kong. (Franklin Roosevelt Library)
The crackdown on the Great Binge inevitably began with the signing of the 1912 International Opium Convention to suppress opium smoking and to limit it to medicinal purposes. In the 1920s, in the US, an anti-drug crusade also saw heroin cough drops and cocaine tablets to slowly disappear from stores and bathroom cabinets.
In the 1920s, in the US, an anti-drug crusade also saw heroin cough drops and cocaine tablets to slowly disappear from stores and bathroom cabinets.
During the Great Binge, the most notable drink in circulation was the Vin Mariani, an alcoholic beverage that combined both wine and cocaine.
Angelo Mariani, a French chemist who invented a very popular beverage in 1863.
Mariani tonic Wine — lithography by Jules Cheret
The French "Tonic" Wine received endorsements from Pope Leo XIII as well as many of the Belle Epoque’s most famous names, Sarah Bernhardt, Jules Verne and even Queen Victoria were all fans of the drug-infused cocktail.
Pope Leo XIII even allowed his face to be used in Vin Mariani’s marketing campaign. He was very much a brand ambassador, citing that it strengthened him “when prayer was insufficient”.
Mariani's "Tonic" would spent the following century cleaning up its act & rebranding itself to become the world’s most iconic household brand: Coca Cola
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