Crates of "V.O." Ready for Shipping,
circa 1930; 96.X1.32.

Packing Cardboard Cartons for Shipping,
circa 1948; 96.X1.33.

Bottle Wrapping,
Waterloo, Ontario; circa 1940s; paper, ink; 93.2.6.

As brand names and companies gained recognition for quality products, it became necessary to protect a distiller's reputation by preventing the refilling of bottles. Threatened by the rise in the sale of illicit alcohol, the Seagram company introduced special water-mark papers, such as this one, as bottle wrappers. "To ensure genuineness", customers were instructed to hold the paper up to the light to reveal an authentic water-mark.