Joseph E. Seagram

Joseph E. Seagram – A Distiller’s legacy

Introduction

Joseph E. Seagram, a name synonymous with Canadian whisky, was a visionary entrepreneur whose legacy continues to shape the global spirits industry. Born in 1841 in Fisher Mills, near Cambridge, Ontario, Canada, Seagram's life was marked by his unwavering commitment to quality, innovation, and excellence. From his humble beginnings on a farm to his rise as the founder of one of the world's leading distilleries, Seagram's journey is a testament to the power of hard work, determination, and a keen business acumen. His contributions to the Canadian economy and his enduring impact on the spirits industry have solidified his place as a Canadian business icon.

Early Life and Education:

Joseph Emm Seagram was born on April 15, 1841, at Fisher Mills, near Hespeler, now a part of Cambridge, Ontario (Canada). He was the son of Octavius Augustus Seagram and Amelia Stiles, who emigrated to Canada from Wiltshire, England in 1837.

Octavius Seagram and his wife emigrated from Wiltshire, England, to Upper Canada in 1837 with the resources to purchase two farms and a tavern at Fisher’s Mills. Seagram died in 1848 and following his wife’s death four years later their sons, Joseph Emm and Edward Frowd, were placed under the guardianship of Michael Boomer, the Anglican clergyman in Galt (Cambridge, Ontario). The boys were sent to William Tassie’s boarding-school there. Joseph spent six years at this school and after graduation he attended the Bryant and Stratton Business College in Buffalo, N.Y., for a year.

Seagram returned to Galt in 1860 and was taken on as a junior bookkeeper at a local axe-handle factory. He left it after a fist-fight with a senior bookkeeper. He was subsequently employed as a bookkeeper at a mill in Galt and later managed a mill in Stratford. Looking for employment closer to his Galt home, Seagram was hired in 1864 by Wilhelm Hespeler to supervise Hespeler’s interest in a milling operation in Waterloo. The mill serviced the local grain market, a general store was attached to it, and Hespeler and his partners, George Randall and William Roos, found a valuable sideline in distilling surplus grain into whisky. Seagram’s arrangement with Hespeler included the privilege of living in Hespeler’s home. While there he met and courted Hespeler’s niece, and the two would marry.

Seagram proved a successful manager and, perhaps more than the partners, he saw the potential for the distilling business.

DISTILLERY

The Seagram company started as the Waterloo Distillery which was founded in 1857 in Waterloo, Ontario, Canada by Wilhelm Hespeler, George Randall and William Roos. Seagram begins work at the Waterloo distillery in 1864. In 1869, Seagram becomes a partner in the Distillery by buying out Hespeler’s share and in 1873 he acquired Randall’s. The name of the business was changed to Seagram and Roos in 1881. Two years later, in 1883, Seagram bought out Roos as well, and the company became a sole proprietorship under Joseph Seagram Flour Mill and Distillery Company.

After taking full control of the distillery, Seagram embarked on an ambitious plan to expand and refine the distilling operations. With unwavering determination, he focused on improving production techniques, experimenting with new flavor profiles, and ensuring the highest quality standards were met. Seagram's vision was to transform the distillery into a leading producer of spirits, both domestically and internationally.

In 1883, Joseph Seagram celebrated his acquisition of the company by introducing Seagram's 83, a special whisky blend. This celebratory spirit quickly gained popularity and became Seagram's most successful brand. Seagram continued to expand his offerings, distilling Seagram's Old Rye for Ontario and Seagram's White Feather for Quebec.

Recognizing the potential of distilling Canadian whisky, Seagram sold his dry goods business in 1886 and focused solely on distilling. While not the first large-scale Canadian whisky producer, Seagram quickly established himself as a leader in both production and export. Even before taking full control of the company, his distillery shipped whisky to the United States and Britain as early as 1875.

After gaining complete control, Seagram significantly ramped up exports, sending large quantities of whisky and other liquors directly to major U.S. cities like New York, Chicago, and Detroit throughout the 1890s.. This penetration of the American market supplemented the growing success

This 1936 ad shows the 20s-30s bottle style and specifies 86.8 proof.

Source: http://www.cooperedtot.com/2013/12/seagrams-vo-canadian-blended-rye-whisky.html

that Seagram’s products were enjoying in Canada.

In 1911 Seagram incorporated the company as Joseph E. Seagram and Sons Limited. At this point his sons Edward Frowde and Thomas William took a more active role in the company’s operation. According to company records, in 1914, Seagram's son Thomas requested that the company's head blender create a unique whisky to commemorate his upcoming wedding to Dorothy Pearson. After sampling the blend, Seagram was so impressed that he ordered its wider production and insisted on its release as a regular product for public sale. The "VO" on the label is not an age statement, as you might find on a cognac. Instead, it stands for "Very Own," signifying that the blend was originally intended for personal family enjoyment. This distinctive whisky, later known as Seagram's V.O., was officially released to the public in 1917. This VO edition of Canadian whiskey is actually one of the older lines to be produced by Seagram’s. This iconic blend of Canadian whiskies is known for its smooth, mellow flavor and continues to remain one of the most popular Canadian whiskies worldwide.

Seagram understood the importance of branding and advertising. He invested heavily in marketing campaigns that highlighted the quality and heritage of his products. This strategic approach helped to establish Seagram's as a leading brand in the spirits industry.

Seagram's legacy extends beyond his business accomplishments. He is fondly remembered in Waterloo for his generous philanthropy. One of his most significant contributions was to the Berlin and Waterloo Hospital. In 1893, he donated a substantial 14-acre parcel on the city border to the Hospital Trust. This generous gift came with a crucial stipulation: admission could never be denied to any patient based on their nationality, race, color, religious beliefs, or lack thereof.

Seagram's commitment to community well-being was evident in his active involvement in various organizations. He was a founding member of the Waterloo branch of the Canadian Association for the Prevention of Tuberculosis. Moreover, he enthusiastically supported local Sängerfeste, cultural celebrations that showcased the rich musical heritage of the area's German community.

THE SEAGRAM STABLES AND QUEEN'S PLATE VICTORIES

Beyond his distilling empire, Seagram harbored a deep passion for horse racing. In 1888, he established a 200-acre stud farm in Waterloo, Ontario, where he meticulously bred and imported high-quality mares from England to enhance Canadian bloodstock. His dedication to horse racing paid off handsomely.

Seagram's horses dominated the Canadian racing scene, claiming an astounding fifteen Queen's Plate titles between 1891 and 1935. Inferno, one of his most renowned horses, won the King's Plate, King Edward Gold Cup, Durham Cup twice, and Toronto Cup. Seagram's stables regularly competed in major U.S. races, with his distinctive yellow and black silks becoming a familiar sight at Saratoga, New York.

Seagram's involvement in horse racing extended beyond personal enjoyment. He saw it as an opportunity to promote Canada and showcase the country's equestrian talent. His dedication helped elevate the profile of the industry both domestically and internationally. Seagram was inducted into the Canadian Horse Racing Hall of Fame in 1976, leaving a lasting legacy on the sport.

Credit: A.H. Hider. Photo courtesy of the Waterloo Region Museum

Superstition: Seagram never watched a race. Instead, he would pick an infield dandelion and put it in his lapel before each race. He would then turnaround and visualize the race instead of watching it.

POLITICAL INVOLVEMENT:

Beyond his business ventures and passion for horse racing, Seagram actively engaged in politics. A staunch supporter of the National Policy tariff, he was renowned for his political connections and influence.

Seagram's political career began in 1881 when he was elected to represent the South Ward on the Waterloo Town Council. In 1896, he secured the Conservative nomination in the federal riding of Waterloo North. Campaigning primarily on tariff issues, he largely avoided the Manitoba school question, a contentious topic in other regions. Despite his efforts, Seagram's Conservative party lost the election, with Wilfrid Laurier forming the new government.

Opposition politics did not align with Seagram's ambitions. By the 1900 election, he considered withdrawing from politics. However, a unique arrangement between the Conservative and Liberal organizations persuaded him to run again. This agreement allowed Seagram to be acclaimed, while Liberal Louis Jacob Breithaupt ran unopposed in the provincial by-election.

Seagram successfully ran for re-election in 1904. Although he chose to retire from federal politics in 1908, at the age of 67, he actively supported the campaign against William Lyon Mackenzie King. In 1911, Prime Minister Robert Laird Borden offered Seagram a Senate seat, which he declined, suggesting that a younger individual would be more suitable.

DEATH AND LEGACY

Joseph Seagram remained actively involved in the management of his distillery and racing stable until his passing in 1919. An Anglican, he was laid to rest in Mount Hope Cemetery, Waterloo. Seagram's enduring influence within the community is evident in the adoption of his racing colors, black and gold, as the official colors of both the city of Waterloo and the University of Waterloo.

Seagram's legacy extends far beyond the distillery he founded. His entrepreneurial spirit, unwavering commitment to quality, and passion for horse racing have inspired countless business leaders and entrepreneurs. The Seagram brand remains synonymous with excellence, and his name is a testament to the power of vision, perseverance, and dedication.

Seagram's contributions to the Canadian business landscape and his visionary leadership will continue to be celebrated for generations. His story serves as an inspiration to all who aspire to achieve greatness.

SEAGRAMS – THE BRAND

Following Seagram’s death, the presidency of the company would be assumed by Edward, but in 1928 control was acquired by the Bronfmans of Montreal.

Samuel Bronfman and his brothers founded Distillers Corporation Limited, in Montreal, which enjoyed substantial growth in the 1920s, in part due to Prohibition in the United States. In 1923, the Bronfmans purchased the Greenbrier Distillery in the United States, dismantled it, shipped it to Canada, and reassembled it in LaSalle, Quebec. The Distillers Corporation acquired Joseph E. Seagram & Sons from heir and President Edward F. Seagram IN 1928; the merged company retained the Seagram name. The company was prepared for the end of Prohibition in 1933 with an ample stock of aged whiskeys, ready to sell to the newly-opened American market.

Under the leadership of the Bronfman family, Seagram diversified into various sectors, including wine, spirits, and media. Notable acquisitions included Stonyfell winery in 1978, Martell & Cie in 1987, and MCA (Universal Pictures) in 1995. However, strategic missteps, such as the sale of the DuPont stake and the focus on media, led to financial challenges and the eventual breakup of the company. Seagram's assets were sold off to various entities, and while some of its iconic brands remain, the company's former glory has faded.

The Seagram brand is currently owned by various companies, with different brands under their respective control. Here's a breakdown:

•. Diageo: Owns Seagram's Seven Crown brand since 2018.

•. Sazerac: Owns several Seagram's brands, including Seagram's VO, since 2018.

•. North American Breweries: Holds a license to produce Seagram's Cooler Escapes and Seagram's malt-beverage brands since 2009.

•. Coca-Cola Company: Owns the Seagram's mixers (ginger ale, tonic water, club soda, and seltzer water) and has a long-term agreement to use the Seagram name for these lines.

Throughout its history numerous Seagram products were introduced each contributing to its success and legacy. Here are some of the most notable products, along with their introduction years:

•. Seagram's V.O. (Very Old) Canadian Whisky (1917): This iconic blend of Canadian whiskies is known for its smooth, mellow flavor and is one of the most popular Canadian whiskies worldwide.

•. Seagram's 83 (1883): This blended whiskey was one of Seagram's earliest products and remains popular today.

•. Seagram's Seven Crown (1934): This blended whiskey was introduced during Prohibition and quickly became a favorite.

•. Seagram's Golden Wine Cooler (1986): This ready-to-drink cocktail helped to popularize the wine cooler category.

•. Seagram's Escapes (1990s): This line of flavored malt beverages was a popular choice among young adults.

•. Crown Royal (1939): This blended Canadian whisky is known for its distinctive square bottle and smooth, full-bodied flavor. It is one of the most popular whiskies in the world today.

•. Seagram's Gin (1940s): Seagram's gin became a popular choice for cocktails during the Prohibition era.