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Seagram’s is an American gin with Canadian roots. The brand appeared in the late 30s, and in the 80s it became the best-selling brand in the United States. The brand is owned by Pernod Ricard. The product line includes the classic Extra Dry and seven types of gin based on berries and fruits. Aging in charred barrels gives the drink a yellowish color and a velvety taste.
Historical information
The Waterloo Distillery was founded in the Canadian city of Waterloo in 1857 by a group of entrepreneurs as part of a grain processing business. In 1883 Joseph Seagrams became the sole owner of the plant and renamed the company Joseph E. Seagram & Sons. By the beginning of the XNUMXth century, the company’s products were in great demand in the country and were well known in export markets.
After the death of the first owner in 1928, the company was bought by Samuel Bronfman, who made a considerable fortune by smuggling alcohol from Canada to the United States. The entrepreneur even dismantled one of his factories in the United States to be transported to Quebec, Canada. By combining the capacities of the two enterprises, Bronfman accumulated a huge stock of alcohol in warehouses, which allowed him to successfully capture the American market after the lifting of restrictions.
Seagram’s gin hit store shelves in 1939. The brand enjoyed great success in the wake of an advertising campaign in which the drink was served as refined and aristocratic. At the same time, the company expanded the range of rum and wine, which increased brand awareness.
By the 60s, Seagram had become one of the largest producers of the US alcohol industry, with annual sales exceeding a billion dollars. During this period, Seagram’s Extra Dry Gin was released to the market. Over time, the company expanded its reach and began to invest in the film industry.
In 2000, Bronfman’s descendants decided to sell the liquor business in order to focus on developing media projects. The battle for the purchase of assets broke out between the two giants of the global alcohol industry – Diageo and Pernod Ricard. As a result, the companies agreed among themselves on the division of brands. The rights to Seagram’s gin passed to the French Pernod Ricard.
Production features
The gin factory is located in Fort Smith, Arkansas. The company keeps Seagram’s exact recipe a secret. It is known that aromatic spirits are obtained by double distillation. According to unofficial sources, the mixture of herbal ingredients includes juniper, angelica root, coriander, cassia and citrus zest. Extra Dry Gin is aged for 3 months in charred oak barrels.
Awards
San Francisco World Spirits Competition, San Francisco:
- 2015 – 3 bronze medals;
- 2016 – gold, 4 silver and 1 bronze medals;
- 2017 – bronze and silver medals;
- 2018 – gold, 2 silver and 2 bronze medals.
Interesting Facts
- During Prohibition, Samuel Bronfman’s companies accounted for up to 50% of the illegal supply of alcohol in the United States. The name of the entrepreneur was mentioned along with the criminal authorities – Al Capone and Lucky Luciano. Unlike the leaders of the underworld, the resourceful businessman managed to legalize his earned capital and create one of the largest alcohol empires in the world.
- In 1984, a museum dedicated to the history of the development of the liquor industry was opened in the building where Seagram was founded in Waterloo. The funds kept the largest library of industry materials that the company had been collecting for many years. The museum worked until 1997, and then the archives were transferred to local universities.
Types of Seagrams Gin
Seagram’s Extra Dry Gin, 40%
A clear yellowish drink with a refreshing aroma of juniper, citrus and lilac. On the palate there are notes of pine needles, coriander, orange, grapefruit and angelica. An ideal component of any cocktails with gin.
Seagram’s Lime Twisted Gin, 35%
The first in the company’s line of flavored gins. A drink with a soft balanced taste, in which coniferous and citrus shades are felt. Serve in cocktails with cranberry juice.
Seagram’s Red Berry Twisted Gin, 35%
Gin with the addition of natural raspberry and strawberry extracts. In the flavor bouquet, lemon and berries come to the fore, underlined by delicate coniferous notes. The manufacturer recommends mixing gin with soda, lime juice and ice.
