Matches, liquor and cyclists; a seemingly funny combination that come together here in this complete collection of matchbox covers. However ironic, during the 1970s it wouldn’t have been so odd to see these three things arm in arm as Belgians loved their cycle racing, traditional spirits and smoking. Curiously enough, Geens Benelux and its sister company Geens of Arschot went bankrupt in 2007 after being caught creating fraudulent wine, whiskey and cognac. By diluting expensive French wine with cheaper product and artificial flavours the company managed to swindle consumers for years.