There are a few of us Seagram alums that meet periodically for lunch, but mainly to tell Seagram stories and, well, laugh our asses off. I’ve tried to capture some of the stories in this blog and my book although I’ve barely scratched the surface.
At almost every lunch, John Hartrey never ceases to amaze us with his collection of Seagram memorabilia including ads, promotion items and brands. John, currently doing some industry consulting work, held a wide range of important marketing positions at Seagram, and handled some of the Cuervo business at Diageo, after Seagram closed.
At the most recent lunch, I asked John (make that, begged him) to share some of his treasures with this blog audience. It turns out however, that there are too many for one posting so we decided to share them in a number of articles or should I say, viewings.
Why Care About Seagram?
Well, if you didn’t work there or had any business relationship with the company you probably don’t care. But, consider this. Until its demise, the Seagram Spirits and Wine Company was the leader in the liquor industry in the U.S. It was not the largest, but for 50 years, the company set the pace and tone for the marketing of products and building brands. What Seagram did others followed, even to this day—broadcast advertising, enhanced point of sale promotions, education and true partnership with distributors and the trade in general. Plus much more.
So without further ado, here’s a trip down memory lane, starting with North American whiskies (Canadian and American).
Seagram 83
While I’m not an historian on the brand, what I learned online was it was introduced in 1883 and created by Joseph Seagram himself. This was before the Bronfman family bought the company.
{Click on images to enlarge them.}
Seagram 83
Newspaper Ad 1937
Newspaper Ad 1940
Seagram’s Crown Whiskies
Right after prohibition, Seagram introduce two blended whiskies—5 Crown and 7 Crown. Seagram 5 Crown was discontinued in 1942, presumably because of the war. Interestingly, Seagram 7 Crown was the 1st million case brand in U.S. history. Since its launch, it has sold over 300 million cases.
Seagram 7 Crown in a promotion decanter
Seagram 5 Crown. Never opened. Note the loss of liquid.
We will be continuing this series in the future. Part 2 will be Seagram Goes to War with vintage posters of WWII.
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 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 part of a small hotel that was an oasis amidst “Africa’s trademark poverty.” It was an oasis of warmth, friendship, and full of hopes and dreams. In his words,
No amount of imagination could have anticipated such contrast; leafy-green palms, bamboo and lawns surrounding a sprawling mansion in immaculate condition. Inside were seven luxurious bedrooms and, of course, an intriguing restaurant. The smiles, laughter and charm were enchanting… The restaurant, like the accommodation, was Africa’s hidden secret.
Despite an old colonial style it was authentic Africa, full of hopes and dreams…This was my kind of place, a diamond discovered in the rough, a vivid memory of geniality where time and space worked together to produce one of the world’s best places to stay.
In 2003, the daydreaming stopped and The Last Word was launched.
The Mice That Roar
Peter and his team put together an employee manual in the form of a book for the staff to understand the properties, their goals and values and what it takes to exceed expectations. How many employee manuals are you aware of that are 170 well-written and thoughtful pages? How many hotels—or any service entity for that matter—have “delight the customer” at the heart of their business proposition?
An excerpt from that manual:
The mice that roar
While we are a little known travel product we take on the quietness of a mouse, moving into new space as though by stealth, under the radar. We act with grace; our preparedness nevertheless has to be extensive. Even in mice survival requires a big heart. And if we are heard about only in whispers initially, this is also by design, for to be discovered as a hidden gem and whispered about like a secret has an innate power of its own.
The Hotels
Let’s look at the three Last Word properties. All are a 5 star experience and none have more than 10 rooms. They are all consistent in their spaciousness, ambiance, hospitality, and the staff’s desire to make you feel welcome and at home. The only difference among them is the locale, which is why we stayed at all three.
In the heart of wine country, with amazing vineyards in Franschhoek and nearby Stellenbosch, this hotel consists of 10 rooms (including 2 pool suites), and is in the heart of the city. The hotel reflects its Huguenot heritage, and has been a consecutive finalist in the World Travel Awards for South Africa’s Leading Boutique Hotel.
Here is how I described this property in TripAdvisor. It is in a Cape Town suburb and near to sites like Cape Point, Victoria & Albert Waterfront, a penguin reserve, and more.
“All the boutique hotels in The Last Word group are magnificent and special. But, this property was outstanding. The grounds, the rooms, the overall ambiance, and the helpfulness of the staff were just terrific. The setting is not to be believed and a joy to come back to after a hard day of sightseeing.”
This was a wonderful way to relax and unwind on this beach property, which is exactly how we ended our trip. Each of the 6 rooms overlooks the beach and ocean. In fact, you go directly on to the beach from the hotel. It turns out this was the first of three properties and started as a B&B in Peter’s home.
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The worlds of spirits/wine and hospitality have much in common. Both thrive on product excellence and innovativeness. And, selling entertainment in a bottle is not all that different than selling entertainment in an experience.
By the way, an outstanding breakfast, wifi and premium spirits and fabulous South African wines are included.
Back in the day when Seagram was alive and well, there were many sponsored events, particularly when Universal-MCA was in the picture. It was 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.
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
Lauren Bacall
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 to pose with the legendary Ms. Bacall, a Tony and Golden Globe winner as well as Academy award nominee. I’m guessing that she must have been in her late 70s at the time and still extraordinarily classy and impressive. I’m not particularly star struck but, come on, she starred with (and was married to) Humphrey Bogart, was in films with Kirk Douglas, Gary Cooper and, all in all, an icon of theatre and film.
Lauren Bacall and Gregory Peck in Designing Woman
The photo shoot ended. I thanked her for coming, for the opportunity to pose with her and expressed gratitude on behalf of Chivas Regal. Her response was a courtly nod and she said, “I like Chivas Regal, can I get some sent to my home?” “Of course Ms. Bacall” I replied and asked Karin to have someone arrange for a case of Chivas to be delivered to her.
I no sooner got the words out when she said, “You know, my friend Gregory Peck also likes Chivas Regal, can you get a case to him in Palm Springs?” Gregory Peck? Holy cow, her co-star in the film Designing Woman and among my favorite actors. I couldn’t get these words out fast enough either – “Certainly… absolutely… we’ll take care of it.” She thanked me and the session was over.
The Aftermath
I totally forgot about the incident. Sometime later in the spring of 1998, I received this letter from Gregory Peck:
Dear Arthur,
Our thanks for the beautiful gift of a case of Chivas Regal. I am a great admirer of this beverage.
Contrary to popular belief, our friend Frank Sinatra did not partake exclusively of Jack Daniel’s. In his desert retreat, he sometimes joined me in a Chivas and Perrier, with perhaps a lemon twist, or a dash of bitters.
With appreciation and best regards,
(Signed)
Gregory Peck.
The letter was dated May 26, 1998 and Frank Sinatra died on May 14, 1998 hence, the reference to Sinatra.
But, I was puzzled. Did Lauren Bacall get her case of Chivas? I was assured that it had been delivered but no acknowledgment was received. Oh well, that’s show business. I didn’t give it another thought.
Frank Sinatra, Barbara Sinatra and Gregory Peck
That is, until a few months later.
I was having lunch with a good friend and principal of an ad agency. I told him the story and my thrill at the Gregory Peck note and surprise at the lack of response from Lauren Bacall. He laughed and said that he had an interesting comparable experience to share.
It turns out that his agency had hired her to be the voiceover for a cat food commercial. It was undoubtedly a 7-figure deal. After the day’s shoot she told a production assistant that she’d like to have a case of cat food sent to her home. The agency decided to send a case of each of the varieties, perhaps 3 or 4 cases of cat food.
“Did you hear back from her?” I asked.
“Nope, not a word… and here’s the strange part… we found out she doesn’t even own a cat.”
But I bet she drank the Chivas Regal.
(Thanks to Karin Timpone for refreshing my memory.)
