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Byrrh is an aromatised wine apéritif made of red wine, mistelle, and quinine. Created in France in 1866 and trademarked in 1873, it was popular as an apéritif in the early 20th century. With its marketing and reputation as a "hygienic drink", Byrrh sold well. It was even exported, despite the similarity of its name to "beer", complicating sales in English- and German-language speaking regions.[citation needed]

Byrrh was sold in the United States until Prohibition. As of 2012, Byrrh has been reintroduced to the United States.[1]

History

[edit]

Brothers Pallade and Simon Violet, itinerant drapers from Thuir (France), decided to take advantage of the wine fever in the region to develop an apéritif wine flavoured with cinchona. They mixed dry wines and mistelles and initially marketed the resulting product as a health drink or tonic. This was because the local apéritif producers were displeased about competition with their established brands. Rebranding the brothers' aperitif as a health drink got around this problem, and Byrrh was sold in pharmacies.[citation needed]

The Second World War initiated the decline of Byrrh. Aided by tax benefits, natural sweet wines such as Banyuls, Muscat de Frontignan, and Rivesaltes superseded Byrrh, which went out of fashion.

In 1977, the family business, divided by strife, was acquired by Pernod-Ricard.[citation needed] Pernod-Ricard still makes the drink at its facility in Thuir near Perpignan, part of which was designed by Gustave Eiffel.[citation needed]

[edit]

Advertisements for Byrrh are often visible in older French films or in films set in the France of the past. Some examples: Alfred Hitchcock's Rich and Strange (1931), An American in Paris (1951), the Oscar winning short film The Red Balloon (1956), Claude Chabrol's Le Beau Serge (1958), Dunkirk (1958), François Truffaut's Shoot the Piano Player (1960)[citation needed], The Great Escape (1963), Jack of Diamonds (1967, MGM) filmed in Germany, the 1970 World War II comedy Kelly's Heroes[citation needed], The Wing or the Thigh (1976) in which it appears in Auberge de la Truite, and the 1998 Steven Spielberg film Saving Private Ryan.

On a French postage stamp of 1932 is a small advertisement for Byrrh on the selvage of the stamp sheet. The stamp is a 50 centimes stamp designed for regular postage (not a commemorative) designated #267 in the Scott Catalogue of Stamps. It pictures a woman who is supposed to represent Peace holding an olive branch. The stamp is printed in red on white paper.

Byrrh signs are prominently displayed throughout Café Réne in the 1980s BBC sitcom 'Allo 'Allo!

Mad Men Season 4, episode 6 ("Waldorf Stories") featured a Byrrh advertisement that won a CLIO Award in April 1965. The A.V. Club Reviewer Keith Phipps notes: "One of the other Clios went to Byrrh, a wine-based aperitif whose failure to catch fire in America illustrates that even great advertising can’t sell something people don’t want."[2]

References

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Byrrh

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Byrrh is a French aromatized wine-based aperitif, classified as a , originating from Thuir in the department of the region. It features a port-like base blended with mistelle (a mix of unfermented and alcohol), natural derived from bark, and a selection of botanicals including around 10 spices, resulting in a fruity, bittersweet profile with gentle bitterness and 17% . Originally formulated as a hygienic tonic to combat due to its quinine content, Byrrh has evolved into a popular pre-dinner drink, often enjoyed chilled on its own, with soda, or in cocktails. The aperitif was created in the 1860s by brothers Pallade and Simon Violet, textile merchants in Thuir, who initially produced it under the name "Hygienic Tonic Wine with " before rebranding it as Byrrh in 1876—a name derived from a code used by the brothers in their fabric trade to label rolls of cloth. By the late , the Violets constructed expansive cellars at Caves Byrrh, including a rail depot designed by , to scale up production amid the era's boom in aperitif wines. The recipe involved maturing local red wines from grapes such as , , and Carignan, infusing them with spices, chilling, filtering, and bottling on-site, a process that remains largely unchanged today. Byrrh reached its commercial peak in the early , with production exceeding 30 million liters annually by 1910 under the leadership of Simon Violet's son Lambert, employing over 750 workers and featuring the world's largest oak vat at the time, holding 1,000,200 liters. The brand expanded globally, establishing branches across and Europe, but faced challenges post-World War II; it was sold in 1961 to the CDC group (producers of and ) and later integrated into Cusenier. Today, Caves Byrrh, now owned by , in Thuir continues production at around 20 million liters per year, offering tours of the and variants like Byrrh with blackcurrant liqueur or lemon syrup, while maintaining its status as a cultural emblem of Catalan French heritage.

Description

Composition

Byrrh is an aromatised apéritif wine primarily composed of a base of from the region, sourced from grapes such as , Carignan, and , blended with mistelle—a mixture of unfermented grape juice from Muscat grapes and neutral alcohol that imparts sweetness. The formulation incorporates derived from bark, providing bitterness and tonic properties; was historically used as a treatment, influencing its inclusion in such apéritifs. Aromatising agents consist of a precise blend of botanicals macerated into the base, including coffee, bitter orange peel, colombo root (calumba), cocoa, cinnamon, gentian, and chamomile, following the proportions of the original 1873 recipe. These elements are sourced from both the Languedoc-Roussillon region and international origins to achieve the drink's characteristic profile. The overall alcohol content of Byrrh is 18% ABV, resulting from the fortification of the wine base.

Flavor Profile and Characteristics

Byrrh presents a deep ruby red color with garnet hues, offering a visually striking appearance that reflects its base. The aroma is characterized by prominent fruity notes of red berries, including ripe blueberries and raspberries, complemented by elements and subtle spices from its botanicals, all underpinned by earthy undertones of . On the palate, Byrrh delivers a bittersweet profile, beginning with the natural sweetness derived from mistelle, which transitions into the dry, balancing bitterness imparted by . This creates a medium-bodied texture with complex layers of stewed fruits like cherry and , hints of and exotic spices, and a lingering finish featuring sage and dried . Quinine's contribution enhances the signature bitter edge typical of quinquinas. Unlike , which relies on wormwood for its bitterness, Byrrh emphasizes more prominently, establishing it firmly as a quinquina-style apéritif with a refreshing, fruit-forward character. To preserve its flavor profile, unopened bottles should be stored in a cool environment at 50-65°F, where they maintain quality for up to 2 years. After opening, is essential, with consumption recommended within 1-3 weeks to prevent oxidation and retain the aromatic and bitter balance.

History

Invention and Early Development

In 1866, brothers Simon and Pallade Violet, itinerant merchants and grocers originally from the village of Corsavy, established a small shop in Thuir, in the region of , where they traded in wine, cloth, and other goods. Simon Violet, seeking to capitalize on the growing interest in medicinal beverages, experimented with blending local red wines from with mistelle, aromatic plants, and extracts from bark to create a fortified apéritif. This innovation resulted in an early formulation of what would become Byrrh, initially produced in modest quantities from a few small barrels. The drink was originally marketed as a "Hygienic Tonic Wine with ," promoted for its vitalizing and health-promoting effects, particularly as a remedy against and digestive ailments. , the key active compound from bark, was widely recognized in the for its antimalarial properties, which the Violet brothers leveraged to position their creation as a beneficial tonic for travelers and those in regions prone to such illnesses. Initially sold through pharmacies, grocers, and cafés, the product faced regulatory challenges, including a from the Order of Pharmacists in that prohibited the use of the term "" in its labeling due to medicinal claims. On February 10, 1873, the Violet brothers registered the "Byrrh" with the Clerk of the Commercial Court in , securing the brand's identity. The name itself originated as a simple code—B Y R R H—used by the brothers to label rolls of cloth in their haberdashery business, later repurposed for their apéritif to evoke a sense of mystery and memorability. This registration marked a pivotal step in formalizing the product beyond its experimental phase, allowing for protected distribution as a non-medicinal apéritif. By the mid-1870s, rising demand prompted the brothers to pivot their business exclusively to wine production, leading to significant expansions in Thuir. In , they enlarged their cellars to a capacity of 50,000 hectolitres for blending and storage, laying the groundwork for scaled operations; these facilities, constructed along the Boulevard de Mailloles, quickly became a local landmark symbolizing the venture's early success.

Commercial Expansion and Peak Popularity

Following its in 1866 and registration in 1873, Byrrh experienced rapid commercial expansion as demand for the apéritif grew amid France's burgeoning trend for fortified wines during the crisis. The Violet brothers, Pallade and Simon, shifted from small-scale production to larger operations in Thuir, quickly expanding cellar capacity to 50,000 hectolitres to accommodate rising sales. This growth was fueled by the scarcity of table wines due to 's devastation of vineyards between the and , positioning apéritifs like Byrrh—promoted as hygienic tonics—as affordable alternatives that utilized mistelle and fortified bases less vulnerable to the pest. By the 1890s, production had scaled significantly, with the inauguration of expansive cellars in featuring 70 oak vats capable of holding 15 million litres, enabling exports across and to the via France's rail network. Annual output reached approximately 30 million litres by 1910, supported by a of 750 employees, establishing Byrrh as a major player in the international apéritif market and a direct rival to and brands like . These exports capitalized on Byrrh's quinine-infused profile, appealing to consumers seeking both refreshment and perceived health benefits in pre-Prohibition America and European markets. Byrrh's popularity peaked in the and , coinciding with the recovery of French vineyards post-phylloxera through replanting on resistant rootstocks, which stabilized wine supplies and boosted apéritif consumption. Sales surged to 35 million litres annually by 1935, crowning Byrrh as France's leading apéritif brand and a staple in households across the country, with production remaining centered in Thuir's historic facilities. This era solidified its status as a of French conviviality, with millions of bottles distributed domestically and abroad, reflecting the economic vitality of the Roussillon region's wine industry.

Decline and Modern Revival

The decline of Byrrh began during , when wartime disruptions and subsequent economic challenges severely impacted production and distribution. Post-war tax incentives favoring natural sweet wines like Banyuls, Muscat de Frontignan, and Rivesaltes further eroded Byrrh's market share, as these alternatives gained prominence over aromatized aperitifs. By the , shifting consumer preferences toward stronger spirits such as whiskey intensified competition, contributing to fading demand for traditional wine-based aperitifs like Byrrh. Ownership changes marked the brand's turbulent mid-20th century. In 1961, amid declining sales, the Violet family sold the business to Compagnie des Distilleries de la Méditerranée (CDC), producers of and . The company was later acquired by in 1977, which assumed control of the brand during a period of internal family strife and market contraction. Under , production continued without interruption, though on a reduced scale compared to its early 20th-century peak. Byrrh experienced a modern revival in the , particularly through renewed interest in classic European aperitifs among craft cocktail enthusiasts. In 2012, the brand was reintroduced to the market after decades of absence, distributed by importer Haus Alpenz and leveraging its original 19th-century recipe produced at the historic Caves Byrrh in Thuir. The Thuir cellars, restored as a heritage site, now serve as both a production facility and , preserving the brand's legacy while highlighting its quinine-infused profile in contemporary . Today, Byrrh occupies a niche position in the global aperitif market, with growing popularity in cocktails that emphasize its fruity, bittersweet notes, though exact production volumes remain modest relative to historical highs.

Production

Key Ingredients

Byrrh, as a classic apéritif, relies on a wine base sourced from vineyards in the region of French Catalonia, utilizing robust grape varieties such as Grenache Noir and Carignan grown on local hillsides. These grapes provide the foundational structure, with the must often sourced from regional wine cooperatives to ensure quality and regional authenticity. The mistelle, which imparts natural sweetness without further fermentation, is produced from grapes harvested in the area, where the unfermented grape juice is blended with neutral alcohol to preserve fresh fruit notes. , essential for the aperitif's characteristic bitterness, is extracted from bark imported from , where varieties are chosen for their high content to maintain consistent potency and in the blend. Botanicals play a key role, with locally foraged or sourced elements such as bitter oranges and (a root used in ) adding aromatic depth, alongside other regional spices like and cocoa selected for their complementary qualities.

Manufacturing Process

The manufacturing process of Byrrh starts with the maceration of botanicals, including bark for , , bitter orange peel, , and cocoa, steeped in alcohol or mistelle for several weeks to extract their aromatic compounds and bitter . This occurs in controlled conditions at the Caves Byrrh facility in Thuir, , preserving the while adhering to modern hygiene protocols. Following maceration, the infused elements are blended with a base of red mistelle—made by halting the of Carignan and grape must with neutral alcohol at around 15% ABV—and dry red wines from the region, such as and Macabeu varieties, in large vats. This follows the precise ratios of the original recipe, ensuring a balanced profile of fruitiness, sweetness, and bitterness without . The blend is then transferred to foudres or vats for aging, typically lasting several months to three years, allowing to soften and flavors to integrate through gradual oxidation and quality assessments for harmony. Once aging is complete, the mixture undergoes cold stabilization and to remove sediments and ensure clarity and stability. Final steps include optional for preservation, followed by bottling, labeling, and at the Thuir facility, where contemporary standards like sterile filtration enhance safety without altering the traditional character.

Consumption and Uses

Serving Suggestions

Byrrh is traditionally served neat as an apéritif at a temperature of 12–14°C (54–57°F), chilled to enhance its refreshment while preserving delicate aromas, but without ice. A standard serving is poured straight into a tulip-shaped apéritif glass or large wine goblet, which helps concentrate the scents, with 100–150 ml per portion often garnished with a twist of lemon or orange peel to complement its bittersweet profile. In French tradition, it is enjoyed as a pre-dinner aperitif to stimulate the , while in modern casual settings, it stands alone for relaxed sipping.

Cocktails and Culinary Pairings

Byrrh's quinine-infused profile lends a distinctive bitter edge to classic cocktails, where it often substitutes for sweet to add complexity and a subtle note. The Byrrh Boulevardier, a variation on the traditional Boulevardier, combines 1.5 ounces of bourbon or , 0.75 ounces of Byrrh Grand Quinquina, and 0.75 ounces of , stirred with ice and strained into a rocks glass with an orange twist garnish. Similarly, the Byrrh Martini stirs equal parts—1.5 ounces each—of dry and Byrrh with a dash of , strained into a chilled for a drier, more aromatic take on the classic. Historical recipes also incorporate Byrrh into French 75 variations, using its base in place of or to balance the lemon juice, , and , creating a lighter, more bitter effervescence. In modern , Byrrh shines in simpler, refreshing formats that highlight its fruity and quinine-driven character. Highballs like the Byrrh & Tonic mix 2 ounces of Byrrh with 4 ounces of over , garnished with mint and a peel for a crisp aperitif. For group servings, sangria-style punches adapt Byrrh Royale by blending 8 ounces of Byrrh with , , honey syrup, bitters, and over a large block, topped with to serve 6-8 guests. Culinary pairings emphasize Byrrh's versatility with lighter fare, where its bite cuts through richness without overwhelming delicate flavors. It complements boards featuring cured meats like or , as the aperitif's notes enhance salty profiles. Aged cheeses such as varieties pair exceptionally well, with Byrrh's fruit-forward base balancing the moldy tang. Light dishes, including or , align with its refreshing acidity, though the quinine's bitterness advises against heavy meats like robust pâtés that could clash. Bartenders frequently recommend Byrrh as a 1:1 substitute for sweet vermouth in recipes like the or , preserving balance while introducing a gentler, quinine-laced nuance that softens the overall profile. This swap works best in stirred drinks, where Byrrh's port-like body integrates seamlessly without altering proportions.

Cultural Impact

Advertising and Iconic Posters

Byrrh's advertising campaigns prominently featured lithographic posters from the 1880s through the 1930s, a period during which the company commissioned over 50 distinct designs, establishing it as a pioneer in visual marketing for apéritifs. These posters were instrumental in building the brand's image as a sophisticated and healthful beverage, leveraging the burgeoning and styles to captivate urban audiences in and beyond. The 1903 national poster competition, organized by the Violet brothers, drew nearly 1,900 submissions from artists across , resulting in a wealth of creative works that were subsequently reproduced and distributed widely. Key artists contributed to Byrrh's iconic visual identity, blending artistic innovation with commercial appeal. Leonetto Cappiello, renowned for his dynamic compositions, created a notable 1926 poster depicting the Automoto bicycle team enjoying Byrrh, emphasizing energy and camaraderie in a joint advertisement that highlighted the drink's role in active lifestyles. Earlier entries from the 1903 competition featured works by established talents such as Raphael Kirchner, whose elegant figures evoked romance and leisure, and prize-winners like Adolphe Giraldon and René Péan, who incorporated mythological motifs to convey vitality. The selected posters often showcased vibrant, joyful scenes reminiscent of Jules Chéret's style, with flowing lines and celebratory imagery that aligned with the era's aesthetic trends. The posters' themes centered on leisure activities, romantic encounters, and the beverage's purported health benefits, often portraying elegant couples in scenic settings or athletes toasting with Byrrh to underscore its tonic qualities. Common motifs included cyclists navigating picturesque roads, satyrs amid grapevines symbolizing , and figures in relaxed social gatherings, all promoting Byrrh as a refreshing, quinine-infused suitable for everyday enjoyment. Many designs incorporated the enduring "Byrrh, le tonic hygiénique" (Byrrh, the hygienic tonic), reinforcing its positioning as a beneficial apéritif that combined pleasure with wellness in an era concerned with health tonics. These posters had a profound cultural and artistic impact, transcending mere to become collectible pieces valued for their aesthetic merit and historical significance. By the early , Byrrh posters were sought after by collectors, influencing contemporary branding strategies by demonstrating the power of bold, illustrative visuals in consumer . A substantial collection is preserved at the Caves Byrrh museum in Thuir, , where visitors can view original lithographs and competition entries, safeguarding the legacy of this innovative advertising era. Byrrh has appeared in various forms of literature and journalism, often portraying it as an emblem of French sophistication and everyday indulgence during the early . In his dispatches from in the 1920s, described the proliferation of apéritifs like Byrrh amid a "drink scandal" that highlighted the city's vibrant café culture and the drink's popularity among locals and visitors alike. In film, Byrrh's iconic advertisements frequently serve as visual shorthand for French elegance and the , appearing as props in both contemporary and period-set productions from the 1920s onward. More recent media, such as an episode of Mad Men (Season 4, Episode 6, "Waldorf Stories," 2010), features Byrrh ads to illustrate 1960s advertising dynamics and French import allure. Byrrh's cultural footprint extends to music through promotional materials like Chansons le Vin, a mid-20th-century booklet published by the Byrrh company compiling French wine-drinking songs with lyrics and , capturing its ties to convivial traditions. Indirectly, as a staple apéritif during the , it influenced the era's songs and nightlife scenes, though specific lyrical references remain elusive; its presence as a backdrop prop in period dramas further embeds it in artistic depictions of 1920s-1930s European revelry. A pivotal early reference occurred at the 1900 Exposition Universelle in , where Byrrh was exhibited among apéritifs and tonics in Class 61 displays, cementing its status in France's as a hygienic and luxurious tonic wine. Iconic posters from this period laid the groundwork for Byrrh's enduring media presence.

Legacy and Modern Recognition

The Caves Byrrh in Thuir, the original production site for Byrrh, have been recognized as a historic monument, with key annexes officially inscribed under France's Monuments Historiques protection, transforming the cellars into a major tourist attraction that offers guided tours highlighting the facility's architecture, the world's largest oak vat, and the brand's heritage. Byrrh's legacy endures in the apéritif world, where it has inspired contemporary quinquinas through its pioneering use of natural and mistelle bases, influencing sustainable trends that emphasize local ingredients and traditional maceration techniques in modern craft productions. The aperitif has garnered acclaim in international spirits competitions, including a at events celebrating its balanced profile of fruit, bitterness, and spice. Today, Byrrh enjoys global availability, distributed in more than 20 countries across , , , and via importers and specialty retailers, while craft distillers worldwide experiment with Byrrh-inspired recipes to recreate its distinctive quinine-driven complexity in new vermouths and . The revival served as a pivotal moment in reestablishing Byrrh's presence in key markets like the . Looking ahead, amid surging health-conscious trends, Byrrh's producers eye potential expansion into non-alcoholic variants to align with the growing demand for low- and no-alcohol apéritifs that retain herbal and notes without alcohol.

References

  1. https://www.frenchentree.com/living-in-france/wine/byrrh-the-famous-languedoc-roussillon-aperitif/
  2. https://alpenz.com/product-byrrh.html
  3. https://www.diffordsguide.com/producers/1468/caves-byrrh/history
  4. https://imbibemagazine.com/elements-byrrh-grand-quinquina/
  5. https://alpenz.com/producer-byrrh.html
  6. https://www.sendgifts.com/shop/byrrh-grand-quinquina/
  7. https://www.caves-byrrh.fr/uk/articles-2/2-19-the-heyday-of-the-brand/
  8. https://www.drinkology.de/en/Byrrh-Aperitif-1-0L-17/PD-07198
  9. https://jacobispirits.com/en/byrrh/
  10. https://www.bittersandbottles.com/products/byrrh-grand-quinquina-aperitif
  11. https://www.kew.org/read-and-watch/just-the-tonic-history
  12. https://www.totalwine.com/spirits/amaro-aperitif-vermouth/aperitif/bitter-red/byrrh-grand-quinquina-aperitif/p/130873750
  13. https://www.wineenthusiast.com/buying-guide/byrrh-grand-quinquina/
  14. https://www.diffordsguide.com/beer-wine-spirits/4216/byrrh-grand-quinquina
  15. https://www.corpserevived.com/post/quinquina-americano-the-complete-guide
  16. https://temperedspirits.com/2012/11/28/have-a-sip-of-byrrh-then-make-byrrh-cocktails/
  17. https://alpenz.com/storage_and_handling_guidance.html
  18. https://nobleselection.kork.ca/en/our-wineries/byrrh
  19. https://www.caves-byrrh.fr/uk/articles-2/2-12-the-birth-of-byrrh/
  20. https://www.finedrams.com/byrrh-grand-quinquina.html
  21. https://mentta.com/seller/campoluz/products/byrrh-grand-quinquina
  22. https://charlesloupot.com/a-history-of-advertising-aperitifs/
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  25. https://wine-magazine.com/en/articles/the-unresolved-vineyard-crisis-the-impact-of-phylloxera-in-france
  26. https://punchdrink.com/articles/bringing-it-back-bar-byrrh-cocktails-recipes/
  27. https://oldfrenchadverts.weebly.com/alcoholic-drinks.html
  28. http://offthepresses.blogspot.com/2011/10/byrrh-to-return-to-us-shelves.html
  29. https://www.diffordsguide.com/producers/1468/caves-byrrh
  30. https://www.sciencedirect.com/topics/agricultural-and-biological-sciences/fortified-wines
  31. https://thelabporto.com/products/byrrh-grand-quinquina
  32. https://alpenz.com/recipe-yDXfAM2dAI.html
  33. https://www.washingtonpost.com/recipes/byrrh-royale-punch/
  34. https://thedesigntourist.com/master-aperitif-france-steps-to-choose-and-pair-perfectly/
  35. https://frenchly.us/everything-you-need-to-know-about-french-aperitifs/
  36. https://www.warwickandwarwick.com/latest-news/the-byrrh-art-nouveau-poster-adverts-of-the-early-20th-century
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  38. https://www.posterauctions.com/auctions/2021/11/rare-posters/222-automoto-byrrh
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  44. https://the-big-archive.com/latest-drink-scandal-now-agitates-paris/
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  46. https://www.ebay.com/itm/134186854756
  47. https://upload.wikimedia.org/wikipedia/commons/d/d2/The_Paris_Exposition_of_1900_-_a_vivid_descriptive_view_and_elaborate_scenic_presentation_of_the_site%252C_plan_and_exhibits_%2528IA_parisexpositiono00boyd%2529.pdf
  48. https://books.google.com/books/about/Byrrh_l_affiche_imaginaire.html?id=p6XOoQEACAAJ
  49. https://monumentum.fr/monument-historique/pa66000059/thuir-annexes-3-7-et-7-bis-des-caves-byrrh
  50. https://www.totalwine.com/theme/shop-popular-apertifs
  51. https://www.thewhiskyexchange.com/p/12947/byrrh-grand-quinquina
  52. https://www.celticwhiskeyshop.com/Byrrh-Grand-Quinquina
  53. https://nielseniq.com/global/en/insights/report/2025/non-alcohol-is-no-longer-a-niche-its-a-billion-dollar-movement/
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