"We chose Liber because of his association with agriculture, growth, freedom, the common people, and yes, good times!"
Who Was Liber?
This year marks Liber & Co.’s first annual celebration of Liberalia, the ancient Roman festival that occurs every year on March 17th and is named after the mythical god that adorns the top of every Liber & Co. syrup.
To truly appreciate Liberalia, we need to rewind to 500 BC and meet Liber Pater, an Italic deity celebrated mainly as a fertility god. Worshipped in secretive cults across Italy, Liber’s presence gradually expanded, capturing the imagination of many.
Fast forward to 496 BC, a turbulent period for Rome. In the midst of crisis, the Roman dictator Aulus Postumius made a pivotal vow: he would erect a grand temple dedicated to a trio of gods, including Liber and his divine counterpart, Libera, on the storied Aventine Hill. By 493 BC, the temple stood proudly, marking Liber’s official induction into Roman religious life.
This monumental temple wasn’t just a place of worship—it was a beacon of hope aimed at soothing social unrest. And it worked. Liber swiftly won the hearts of Romans, embedding himself deeply into their culture and traditions.
As time marched on, the divine domains of Liber blossomed, encompassing viticulture, agriculture, and, you guessed it, freedom—FREEEDOMMM! After all, Liber is the Latin word for "free." This very essence made him a beloved figure among the Roman plebeians, who viewed him as their steadfast champion, tirelessly upholding their rights and liberties.
Rome Expands, Collides with Greek Culture
Imagine the Roman Republic in its infancy: a bustling hub of 35,000 souls sprawled over a modest 300-mile territory. Fast forward over 400 years to the dawn of the Roman Empire in 27 BC, and Rome has transformed into a colossal empire with a staggering 45 million inhabitants and an expansive 1.5 million square miles of territory. This dramatic growth underscores the significance of our namesake, Liber, whose influence grew alongside Rome itself.
"As Romans became more interested in Greek culture, they took in Dionysus, renamed him Bacchus, and over time, effectively merged him with Liber."
As Rome stretched its boundaries and absorbed new lands, it encountered a myriad of cultures. Among these, the Greek civilization stood out, leaving an indelible mark with its art, philosophy, education, and religion. And in Greek mythology, there was a god, Dionysus, whose divine domains overlapped in many ways with the domains of the Roman god Liber.
As Romans became more interested in Greek culture, they took in Dionysus, renamed him Bacchus, and over time, effectively merged him with Liber. This process took hundreds of years. By 205 BC, Liber had been formally identified with Bacchus in Roman religious practices, and by 133 BC, they were essentially interchangeable to most Romans.
Separating Liber and Bacchus
That said, some Roman intellectuals such as Cicero argued for their distinct characteristics and identities. They pointed out Liber’s association with plebeian rights and freedoms, and Liber’s stronger emphasis on fertility and agriculture. Bacchus, in contrast, ended up having a more narrow range of influence, concentrating heavily on ritual madness, ecstasy, and liberation from societal norms. His cult often involved frenzied dancing, music, and uninhibited behavior designed to induce altered states of consciousness. Think Leonardo DiCaprio in Wolf of Wall Street, or better yet, James Franco in Spring Breakers.
It’s not hard to see why Roman intellectuals pushed back on Liber and Bacchus being considered one. And, alas, we tend to agree with this separation. After all, we are not Bacchus & Co.
We chose Liber because of his association with agriculture, growth, freedom, the common people, and yes, good times! To this day, a core part of our mission is to empower beverage creators by offering the highest quality cocktail ingredients in the world. If ever there was a mythical god who would champion this mission, there would be no one better than Liber.
Liberalia, A Spring Festival About Growth
With that said, it’s high time we celebrate the ancient Roman festival dedicated to the one and only Liber. His divine domains make for a most spectacular event as winter thaws and the emergence of spring is on the horizon.
In ancient tradition, this festival also celebrated his counterpart, Libera, and was centered around the concepts of growth and renewal. Not only agricultural growth and the forthcoming harvests, but also personal growth. With wine in abundance and freedom on their mind, Romans let loose and paraded through fields and towns, spreading joy and bestowing the land with energy and life. (The more eccentric part of Liberalia was that this parading through fields often included the hoisting of a large phallus adorned with ivy. Something that will not be featured in our adaptation 😅).
Masks were hung on trees to symbolize renewal, songs were sung, and a special olive oil and honey cake was eaten.
We couldn't be more excited to kick off our first annual Liberalia festival. There will be the Liber Games (read cocktail competitions), live events, giveaways, and yes, a deep discount on all our products! To good times, and fine drinks! Thank you for celebrating our first annual Liberalia with us.
