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Seagram's

The revived version of the famous blend, ‘Seagram's VO’ is produced at Diageo’s distillery in Valleyfield, Quebec. However, many will remember a time when the Seagram’s brand was a major force within in the alcohol world, before disastrous investment choices and ventures into the entertainment market spelt the end for the family-owned industry giant.

The Bronfman family that were famed in the 20th Century for leading the company to success were not the original founders. Neither was the distillery’s namesake, Seagram himself. The distillery was established in Waterloo, Ontario Canada in 1857, before a certain Joseph E. Seagram became a partner in 1869. It wasn’t until he became sole owner in 1883 and renamed the company Joseph E. Seagram & Sons that the beginnings of the brand we know now began to take shape.

The acquisition of the family business in 1928 by Distillers Corporation Ltd was to prove to be the catalyst for the success of Seagrams. The Montreal-based family business was established by the Bronfman brothers as a joint venture with the UK-based Distillers Company Ltd (DCL), which enabled them to distribute Scotch whisky brands the DCL owned in Canada. Following the purchase of the Seagram brand the senior brother in the family operation, Sam Bronfman, eventually came to steward the company in his direction, where it established itself as an international name.

Sam Bronfman strengthened the brand over a number of years with the purchase of Chivas Brothers and Milton distillery (now known as Strathisla), as well as Robert Brown Ltd of Paisley, William Walker & Co and the Highland Bonding Co for the whisky stocks they held. Further improvements were made to ensure the success of the brand, such as the construction of a new Seagram distillery next door to Strathisla, Glen Keith, alongside a new headquarters, bottling and warehouse complex near Paisley.

A further warehouse and bottling site in Dalmuir, Clydebank were added to the profolio in 1970, before Sam Bronfman would sadly pass away in 1971. However, thanks to his son Edgar, Seagram’s wasn’t finished yet. In the same year he took charge, Edgar began the planning phase for a new distillery in Glenlivet, which opened in 1973 as Braes of Glenlivet (it’s now known as Braeval), which was soon joined by the Glenrinnes-based Allt-a-Bhainne distillery in 1975. Major expansion occurred in 1977 with the purchase of Glenlivet Distillers Ltd – a group formed by the 1970 merger of The Glenlivet, Glen Grant, Longmorn, Caperdonich and BenRiach distilleries, with blender Hill, Thompson & Co. of Edinburgh.

By the time Edgar Bronfman’s son, Edgar Jr., took over as CEO in June 1994 Seagram’s was the largest owner of alcoholic beverage lines in the world. However, the glory years came to a sharp end in this era. Edgar Jr. had a vision that Seagram would become a diversified business with assets in the film and television industry, so he sold a highly lucrative 25% holding of chemical leader DuPont to finance the purchase of a controlling stake in MCA, which owned Universal Pictures and its theme parks, in 1995. Purchases of Polygram and Deutsche Grammophon soon followed, but in just five years it became clear this gamble had failed to pay off.

The failure to make adequate return on its investments meant that by 2000 Seagram was forced to sell its entertainment assets to the French company Vivendi. The result was more than just a surrender of the portfolio it assembled in the 1990s, however. Sadly, such was the state of this financial and business disaster the company was forced to cease its operations which led to the sale of Seagram’s wine and spirits assets to Diageo and Pernod Ricard, signalling the end of an era for a family business and of a remarkable and tragic story.

Seagram's V.O.

70cl, 40%

Seagram's VO is a classic Canadian whisky blend, made with spirit of at least 6 years of age. It is said the blend was created after a post-prandial conversation amongst the Seagram family; the…  More info

Seagram's V.O.
14
$29.15

Seagram’s V.O. 1l - 1980s

100cl, 40%

The Seagram family's 'Very Own' Canadian whisky. This old one litre bottling dates from the 1980s. This bottle was part of a private collection - if you'd like more detailed photos just get in…  More info

Seagram’s V.O. 1l - 1980s
$128.92

Seagram's V.O. 6 Year Old Canadian Whisky - 1980

114cl, 40%

We believe that this sizeable bottle of Seagram's Vo.O. 6 Year Old Canadian Whisky was produced in 1980. The same year that the Empire struck back. This bottle was part of a private collection -…  More info

Seagram's V.O. 6 Year Old Canadian Whisky - 1980
$128.92

Seagram's V.O. 6 Year Old Canadian Whisky - 1971

95cl, 0%

A bottle of Seagram's V.O. 6 Year Old Canadian Whisky, produced in 1971 - the same year that ELO released their debut album. History! This bottle was part of a private collection - if you'd like…  More info

Seagram's V.O. 6 Year Old Canadian Whisky - 1971
$128.92

Seagram’s V.O. Canadian Whisky - 1961

Produced in 1961, the talented distillers Seagram's put together this handsome bottle of their V.O. Canadian Whisky. This bottle was part of a private collection - if you'd like more detailed…  More info

Seagram’s V.O. Canadian Whisky - 1961
1
$154.71

Seagram’s V.O. Canadian Whisky (1.14L) - 1975

1cl, 0%

A collectible bottle of Seagram's V.O. Canadian Whisky, released in 1975 - the perfect gift for the Canadian you know who was born in 1975. Everyone has that friend, right? Please note that the…  More info

Seagram’s V.O. Canadian Whisky (1.14L) - 1975
$193.38

Seagram’s V.O. 6 Year Old Canadian Whisky - 1966

75cl, 43.4%

This bottle of Seagram’s V.O. 6 Year Old Canadian Whiskey comes from 1966, the year that England won the World Cup. That has nothing to do with Canada, but we're still very proud of it.  More info

Seagram’s V.O. 6 Year Old Canadian Whisky - 1966
$193.38

Seagram's V.O. 6 Year Old Canadian Whisky - 1975

75cl, 40%

An old bottling of Seagram's V.O. 6 Year Old Canadian Whisky, from way back in 1975 - the same year that Bruce Springsteen's landmark album Born to Run was released. This bottle was part of a…  More info

Seagram's V.O. 6 Year Old Canadian Whisky - 1975
$232.06

Seagram's V.O. 6 Year Old Canadian Whisky (Boxed) - 1976

75cl, 40%

An impressively old bottling of Seagram's V.O. 6 Year Old Canadian Whisky released in 1976, complete with its original presentation box and all! This bottle was part of a private collection - if…  More info

Seagram's V.O. 6 Year Old Canadian Whisky (Boxed) - 1976
$232.06

Seagram's V.O. 6 Year Old Canadian Whisky (Boxed) - 1975

75cl, 40%

An old bottling of Seagram's V.O. 6 Year Old Canadian Whisky complete with impressive presentation box, from back in 1975. That's the same year Jaws was released. Not that we think they're connected.  More info

Seagram's V.O. 6 Year Old Canadian Whisky (Boxed) - 1975
$232.06

Seagram's 7 Crown (1.75L) - 1980s

175cl, 40%

A rather large 175cl bottling of Seagram's 7 Crown American whiskey. We reckon this blend was produced in the 1980s. There's even the number seven wearing a crown on the label, and we appreciate the…  More info

Seagram's 7 Crown (1.75L) - 1980s
$541.48

Seagram's Extra Dry Gin

70cl, 40%

Since I acquired a quantity of Seagram's American gin for myself, everybody has helped themselves without reimbursing me for my purchase. This kind of behaviour happens frequently, and whilst you…  More info

Seagram's Extra Dry Gin
1
$25.60

Seagram's 7 Crown

70cl, 40%

Seagram's 7 Crown is a long-running brand of blended American whiskey seen on back-bars across the lands. A reliable whiskey for enjoying with mixers, particularly the ever-popular 7up - a…  More info

Seagram's 7 Crown
$31.29

Seagram's 100 Pipers - 1970s

75cl, 40%

An antique bottling of Seagram's 100 Pipers blended Scotch whisky, which was named after the 100 pipers that followed Bonnie Prince Charlie into battle. This bottle was part of a private…  More info

Seagram's 100 Pipers - 1970s
1

Seagram's 100 Pipers

75cl, 40%

This blended whisky is named after the number of pipers who preceded Bonnie Prince Charlie into battle.  More info

Seagram's 100 Pipers
7

Seagram's 'White Label Tropicana' Rum - 1960s

75cl, 40%

A rare 1960s bottling of Seagram's 'White Label Tropicana' Rum, made with rum from Guyana. Sadly the label has been torn at some point over the years... This bottle was part of a private…  More info

Seagram's 'White Label Tropicana' Rum - 1960s

Seagram's Extra Dry Gin - 1960s

They're well known for their Canadian whisky, but Seagram's are also a dab hand at making Extra Dry Gin in Indiana, USA. They're proper globe trotters, they are! This bottle, produced in the 1960s,…  More info

Seagram's Extra Dry Gin - 1960s
$77.35

Seagram’s V.O. 6 Year Old Canadian Whisky - 1980s

75cl, 40%

This 1980's bottle of Seagram’s V.O. 6 Year Old Canadian Whisky is a brilliant collectible piece, as it come with the original presentation box, which has been well preserved.  More info

Seagram’s V.O. 6 Year Old Canadian Whisky - 1980s

Seagram’s V.O. 6 Year Old Canadian Whisky - 1984

75cl, 40%

Seagram's Canadian Whisky from the generally quite disappointing year 1984. We were promised all sorts of animals rising up and becoming people. Or is that another George Orwell book? Oh well, at…  More info

Seagram’s V.O. 6 Year Old Canadian Whisky - 1984

Seagram’s V.O. 6 Year Old Canadian Whisky - 1979

75cl, 40%

Seagram's 'Very Own' blended whisky, containing whiskies that are at least 6 years old. This rare bottling dates from 1979.  More info

Seagram’s V.O. 6 Year Old Canadian Whisky - 1979

Seagram’s V.O. 6 Year Old Canadian Whisky - 1979

75cl, 40%

A rare bottle of Seagram’s V.O. 6 Year Old Canadian Whiskey from 1979. All the way from Canada!  More info

Seagram’s V.O. 6 Year Old Canadian Whisky - 1979

Seagram's V.O. 6 Year Old Canadian Whisky (Boxed) - 1980

75cl, 40%

A bottle of Seagram's V.O. 6 Year Old Canadian Whisky, which we think was produced in 1980 - the same year that The Talking Heads released 'Remain in Light'. Stunning album. This bottle was part…  More info

Seagram's V.O. 6 Year Old Canadian Whisky (Boxed) - 1980

Seagram's VO 6 Year Old Canadian Whisky (Full Pint) - 1958

47cl, 43.4%

A rare "full pint" bottle of Seagram's VO 6 Year Old Canadian Whisky, bottled in 1958. Though the corners of the label have become frayed slightly over the years, it remains in good condition,…  More info

Seagram's VO 6 Year Old Canadian Whisky (Full Pint) - 1958

Seagram’s V.O. 6 Year Old Canadian Whisky - 1973

75cl, 43.4%

Enter The Seagram's. This bottle of their 6 year old Canadian whisky was released in 1973, the same year as one of Bruce Lee's greatest movies was released in cinemas - 'Enter The Dragon'.  More info

Seagram’s V.O. 6 Year Old Canadian Whisky - 1973

Seagram's Benchmark Bourbon - 1980s

75cl, 40%

A 1980s bottling of Benchmark Bourbon, from back in the days when it was produced by Seagram's. These days, you'll find Benchmark residing in the Buffalo Trace wheelhouse. This bottle was part of…  More info

Seagram's Benchmark Bourbon - 1980s

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