The Last Word: South Africa

From Booze to Boutique Hotels—The Peter Fleck Story

My wife and I, and another couple, recently returned from a trip to South Africa. A wonderful experience as we toured from one end of the country to the other—major cities, photo safari, animal reserves, seaside towns, and, of course, wine country.

I’ll be writing about South African wines at a later date. But, now, I’d like to tell you about a former Seagram colleague and the incredible boutique group of hotels he owns, called The Last Word.

About Peter Fleck

Peter’s work life started as a journalist for a local newspaper, which led to a PR position with KWV South Africa (Pty) LTD, a large wine cooperative, and currently a leading producer of wines and spirits. From there he moved to International Distillers and Vintners (IDV), a predecessor company to Diageo, starting as a brand manager and ending up as the South African CEO. Along the way, together with James Espey and Tom Jago, he created Malibu Rum. (He also has been involved with James and Tom in the Last Drop Distillers.)

In the early 1990s, he joined Seagram to start a new affiliate in South Africa and was the country’s GM until the sale of Seagram in 2001. Those of us who knew Peter in those days always admired his tenacity, business skill and sense of humor—an all around terrific guy with a focus on innovation. But I didn’t realize just how innovative.

On a business trip to the Cameroons, in West Africa on behalf of Seagram, an idea struck him. He had just finished lunch at “the best eating place in Africa.” The restaurant was …

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Chivas Regal and Hollywood Friends

Lauren Bacall, Gregory Peck and Frank Sinatra

Back in the day when Seagram was alive and well, there were many sponsored events, particularly when Universal-MCA was in the picture. It Chivaswas not unusual, therefore, for the company to be front and center, underwriting the event (or parts of it) in exchange for publicity and press. In addition to the “Step and Repeat” backdrop, the sponsoring brand received widespread exposure and linkage to celebrities.

Some events were strictly sponsorship (e.g., Crown Royal and the Rodeo) and many were charity events that a particular brand supported and even underwrote.

I’d like to tell you the story about one such charity event that involved Lauren Bacall.

The Event

It was in the late 1990s, and the Design Industries Foundation Fighting Aids (DIFFA) and the Motion Picture & Television Fund (MPTF) organized the fundraising dinner. Since it was held at the Cipriani in lower Manhattan, you can be sure it was way beyond a rubber chicken dinner. Chivas was the sponsor and other Seagram spirits and wines were served.

Based on the cause and the Universal-MCA connection, the attendees were all ‘A’ list. I remember stars of stage, screen and the fashion world in attendance, including Lauren Bacall, Michael Douglas, Richard Gere, Vera Wang, to name a few. It must have been a harrowing experience to organize and execute the event and photo shoots. But the Seagram corporate PR folks, led by Karin Timpone, had it under control.

The Request

I wish I could find the photo that included yours truly, Lauren Bacall, and a number of others, whose names escape me. But, trust me when I say it was a hoot …

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Follow up: The Captain Morgan Story

Things I overlooked

Booze Business is about to become five years old and throughout that time, no story or posting has elicited as much comment as last week. From emails to comments to the Booze Business Facebook Page to LinkedIn, the story has generated interest, memories and opinions.

Some of the feedback pointed out a few aspects that I missed. So, here are some additional elements to the story.

The People Behind the Brand

I referenced Alan Feldman and Sam Ellias, partly because of their role in launching the brand and partly because of the insights they provided when I interviewed them. But I didn’t set out to provide a list of all those who made it happen in the beginning. The story was about all the people at Calvert who defied the odds and overcame the negative expectation to make this brand happen.

If I had set out to provide awards or recognition, I certainly would have mentioned Marty Bart and Shelly Katz who ran the company and its sales team. For that matter, I should have mentioned, by name, all the people who worked long and hard in bars and stores. But this was about people collectively rising to an event.

The Legal Aspect

Before Captain Morgan came along the designation for such products by the BATF (the regulatory body at the time) required that if a brand was not “Rum” it had to be designated “Rum Liqueur” or “Flavored Rum.” The development team insisted that the legal folks push the BATF with the “Spiced” designation and to everyone’s surprise it went through. That designation, “Captain Morgan Original Spiced Rum”, meant that the flavor description could be used …

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