 Joseph E. Seagram, circa 1880; 96.X1.2. |
Born at Fisher's Mills, near Cambridge, Ontario, in April of 1841, Joseph E. Seagram founded the distilling company, which became the world's largest producer and distributor of spirits and wines. Like so many success stories, however, the beginning of Joseph Seagram's career was modest, almost accidental. During his time as manager of a grist mill in Stratford, Ontario, Seagram was asked in 1864 by William Hespeler, co-owner of the Granite Mills and Waterloo Distillery, to manage the Waterloo mill while Hespeler travelled to Europe. Seagram saw potential in the mill and purchased Hespeler's share of the company in 1869.
The original business of the Waterloo mill was the grinding and production of flour. The distilling operation began as a sideline to use up excess grain, but it became the mill's principle business when whisky became its most profitable product. By 1883, the mill was producing 3,000 barrels of whisky per year. That same year, Seagram bought out his two partners, George Randall and William Roos.
Joseph was a civic leader and politician as well as an industrialist. Waterloo's most prominent 19th century public figure, he served as a town councillor from 1879 to 1886 and then as Waterloo North's Member of Parliament from 1896 to 1908.
Seagram was also an avid horse breeder and horse racing enthusiast, establishing the Seagram stables in 1888. Fifteen of his horses won the Queen's / King's Plate, Canada's most prestigious race. (In a remarkable winning streak, Seagram horses held the title for eight consecutive years.) He served as president of the Ontario Jockey Club for over ten years.
A member of some of the most distinguished social clubs - the Rideau Club in Ottawa; the National, Albany and York clubs in Toronto; and the Waterloo Club - Joseph Seagram was one of Canada's most eminent gentleman entrepreneurs.
Joseph Emm Seagram died in Waterloo on August 18, 1919.
 Samuel Bronfman, circa 1936. |
Samuel Bronfman was born on February 27, 1889, in Soroki, Bessarabia, while his family was en route from Russia to Canada. As a young man, he worked in the family's hotel business in Manitoba. In 1924, Samuel Bronfman built his first distillery in Montreal, and in 1928, the Montreal company merged with Joseph E. Seagram & Sons of Waterloo (Distillers Corporation-Seagrams Ltd.).
Bronfman's keen market sense led to the worldwide success of what became The Seagram Company Ltd. For example, in 1933 when prohibition ended in the United States, his company was prepared with huge amounts of aged and carefully blended whiskies, as well as its own U.S. distribution network. Seagram's Seven Crown American Whiskey and V.O. Canadian Whisky soon became the best-selling brands in the world.
Under Samuel Bronfman's leadership, Seagram invested its profits in wineries and distilleries worldwide, reaching sales of over $1 billion in 1965.
Bronfman's record of public service is as impressive as his corporate success. A leader in Canadian Jewish affairs, he was president of the Canadian Jewish Congress from 1939 to 1962. He was a founding member of the Canada Council, and he dedicated support to education, medicine, art, theatre, music and sports. His distinguished service was recognized in 1967 when he was named Companion of the Order of Canada, the country's highest award.
Samuel Bronfman died in Montreal on July 10, 1971, at the age of 82.
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