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Seagram collection
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Products: Seagram's '83.

Correspondence, notes from a speech made by J.E. Frowde Seagram at the Ontario Division Sales Meeting of Joseph E. Seagram and Sons, Limited, held on Wednesday May 18, 1960, on the history of the company and of the whiskey known as "Seagram's '83" in particular.

Joseph E. Seagram and Sons, Ltd.

Products: V.O.: File 3 of 4.

Photocopies of company-produced documents, ephemera, photographs, etc. relating to early 20th century history of the company and its products, particularly V.O.

Joseph E. Seagram and Sons, Ltd.

Waterloo Plant: Site History.

Photocopy of an unattributed essay with title: "The Distillery Site," which includes plans, images and bibliographical references.

Joseph E. Seagram and Sons, Ltd.

Joseph E. Seagram and Sons, Ltd.: Ephemera

Series consists of ephemera including advertisements, business cards, calendars, labels, signs, stationery, trade cards, etc. which illustrate some aspect of Seagram history.

Joseph E. Seagram and Sons, Ltd.

Advertisements: 1897.

Advertisement on p. 18 of the Supplement to the Mail and Empire, Christmas 1897.

Joseph E. Seagram and Sons, Ltd.

Advertisements: 1905.

Advertisement on p. 28 of The Wine and Spirit Journal and Brewers Review 7, no. 7 (July 1905).

Joseph E. Seagram and Sons, Ltd.

Advertisements: 1906.

One issue of Canada Kalendar, 1906, with advertisement on p. 69.

Joseph E. Seagram and Sons, Ltd.

Advertisements: 1912.

Advertisement on p. 25 of The Wine and Spirit Journal of Canada 14 no. 1 (Jan. 1912).

Joseph E. Seagram and Sons, Ltd.

Labels.

Contains photocopies of early Seagram labels.

Joseph E. Seagram and Sons, Ltd.

Stationery.

Originals and photocopies of envelopes with pictorial engravings of the plant.

Joseph E. Seagram and Sons, Ltd.

Trade Cards: Joseph E. Seagram.

Three trade cards which could be exchanged for a whiskey sample: Hiram Walker, [1893] and 1897, Joseph E. Seagram, 1900.

Joseph E. Seagram and Sons, Ltd.

Employees.

22 images, b&w and col. snapshots and negatives of employees in the plant, at a Christmas party, visitors to the plant, etc., including two photographs of Alf Busch.

Joseph E. Seagram and Sons, Ltd.

Employees: Group Portraits.

2 images, one a photocopy. Includes copy photographs and photocopies of a panoramic group portrait "Staff and Employees at Joseph E. Seagram & Sons Distillery, July 6, 1929 and a photocopy only of "Office Staff and Excise Officers," 1929, each with partial identification lists. Photographer unknown.

Joseph E. Seagram and Sons, Ltd.

Seagram Distillery and Other Seagram Plants.

Images feature Seagram plants at Waterloo, Ontario; Marpole, British Columbia; Beaupre, Quebec; Hopewell Farms, Breslau, Ontario; and Richilbucto, New Brunswick.

Joseph E. Seagram and Sons, Ltd.

Seagram Distillery: Exterior.

3 images, b&w and col., 2 by Herb Nott dated 1957, showing footbridge over Laurel Creek and streetscape with parked cars. Also includes 26 b&w snapshots of the grounds, including images of work being done on the creek bed.

Joseph E. Seagram and Sons, Ltd.

Seagram Distillery: Exterior: Aerial Views

15 separate oblique aerial images: b&w and col. prints with contacts and negatives, one slide. Photographers include Arnott, Rogers Batten Ltd., Montreal; Ron Nelson Photography, London, Ont.; Colurychrome Photography System, Kitchener, Ont.; Personal Studio, Waterloo, Ont.

Joseph E. Seagram and Sons, Ltd.

Seagram Distillery: Exterior: Stillhouse.

4 separate images of the Stillhouse, 3 with copy negatives, contacts and additional prints. The oldest is of the stillhouse ca. 1900 with cattle pens in the foreground. One is taken from a printed source, also ca. 1900, one is ca. 1925, and the fourth is a colour imapge from ca. 1980.

Joseph E. Seagram and Sons, Ltd.

Seagram Museum.

Ca. 50 images, b&w and col., photographs, negatives, transparency and slides of the exterior of Seagram Museum and the Seagram site. Includes two interior views during construction of the Museum.

Joseph E. Seagram and Sons, Ltd.

Plant, Waterloo.

File consists of 1 aerial view photograph of Seagram plant and surrounding area illustration.

Joseph E. Seagram and Sons, Ltd.

Distillery.

File consists of 1 Polaroid photograph of Seagram distillery front.

Joseph E. Seagram and Sons, Ltd.

Mr. Samuel Bronfman (right) and Mr. Victor Fischel (left) kneeling with barrel between them.

File consists of 1 photograph of Mr. Samuel Bronfman and Mr. Victor Fischel kneeling on either side of whiskey barrel. Photograph dated 4.21.1952. Photograph numbered '4'. File verso reads: group of photos showing Mr. Samuel Bronfman at the Seagram family achievement association meeting and dinner in 1952.

Joseph E. Seagram and Sons, Ltd.

Seagram's gold cup : golf.

File consists of 1 photograph of Gold Cup trophy with Seagram crest on front and beaver figure on side. Beside trophy is open Royal Canadian Golf Association Open Championship Record scroll. Trophy reads: "Canadian Open Golf Championship for Annual Competition".

Joseph E. Seagram and Sons, Ltd.

Aerial view of Waterloo plant : front.

File consists of 1 aerial photograph of front of Waterloo plant and surrounding area. Verso reads: taken in 1963. 10 extra prints.

Joseph E. Seagram and Sons, Ltd.

Seagram's V.O. Imported counter display using fishing scene : U.S.A. promotion.

File consists of 1 photograph of promotional display for Seagram's V.O. Imported Canadian whisky with Seagram's logo, cut-out of whisky bottle and two glasses, and fishing scene with three vertically hanging fish pictures of a steelhead trout, a brook trout, and a small mouth black bass. Displays slogan: "Known by the Company it Keeps". Verso reads: taken in 1963 for record purposes.

Joseph E. Seagram and Sons, Ltd.

Aerial view of Breslau plant, Ontario.

File consists of 1 aerial photograph of Breslau plant and surrounding area. Verso reads: taken January 21, 1966. Negative no. 946. No extra prints.

Joseph E. Seagram and Sons, Ltd.

Aerial view of Breslau plant, Ontario.

File consists of 1 aerial photograph of Breslau plant and surrounding area. Verso reads: taken May 23, 1967. Negative no. 554. No extra prints.

Joseph E. Seagram and Sons, Ltd.

The Seagram's V.O. bandwagon in parade.

File consists of 1 photograph of parade with horse-drawn red float containing band. Named 'The Seagram's V.O. Bandwagon'. 79/002-C 1.

Joseph E. Seagram and Sons, Ltd.

Waterloo plant : visitor's tour.

File consists of 26 negatives of the Waterloo plant Visitor's Tour, each negative labelled 75/0002 through to 75/0023.

Joseph E. Seagram and Sons, Ltd.

Waterloo Manufacturing Co.

1 image of the Waterloo Manufacturing Co., b&w negative, print and transparency, taken from a publication [?] ca. 1900.

Joseph E. Seagram and Sons, Ltd.

Seagram Family: Documents

This series consists of correspondence, ephemera, estate records, photographs, scrapbooks, wills, etc. which shed light on the lives of some members of the Seagram family and their activities from 1848 to the 1980's, including Joseph Emm Seagram and his wife Stephanie, their daughter Adine, son Edward Frowde and grandson Joseph Edward Frowde.

Seagram Family

Seagram, Joseph Edward Frowde, 1903-1979: Scrapbook 9, June 1946 to May 1949.

Clippings and ephemera, finish line photographs relating to Seagram family and interests, including horse racing, golf, social events, Scots Fusiliers, 48th Highlanders of Canada. Local reporting includes items on the K-W Industrial Exhibition, on the history of the Berlin-Waterloo Hockey Club. Includes Bishop Strachan School ephemera, regimental and horse-racing ephemera. Also pasted in is a programme, "Waterloo Cityhood Celebration, January Eighth, 6:15 p.m., Mutual Life Assembly Hall, Nineteen Hundred and Forty-Eight, Waterloo, Ontario, Canada." Loose ephemera includes a flyer for "The First Annual Chicopee Crow Shoot and Hunt Breakfast."

Seagram Family

Seagram, Joseph Edward Frowde, 1903-1979: Scrapbook 12, May 1952 to Oct. 1953.

Clippings, ephemera and a finish line photograph relating to Seagram family and interests, including horse racing, Woodbine Race Track news items, golf, social events, 48th Highlanders of Canada, Muskoka Lakes Association and Seagram business interests. Local reporting includes items on Waterloo local history (breweries especially), Dominion Life, Schneider Stock Farm. Also includes Muskoka Lakes Association Annual Aquatic Regatta for 1952 Programme.

Seagram Family

Seagram, Stephanie, 1846-1909: Correspondence.

3 postcards.

  • Date and Place from: April 19, 1905 Toronto, Ont. To Seagram, Joseph E., Mrs. From ? Notes: Postcard: King Edward Hotel, Toronto, col. Message: Arrived this morning from Montreal--intend going down to Galt tomorrow and hope to be with you on Saturday.
  • Date and Place from: July 10, 1905 London, Ont. To Seagram, Joseph E., Mrs. From ? Notes: Postcard: Das Kronprinzenpaar v.d. Potsdamer Rathaus, 20. Juni 1905, b&w. Message: [no message]
  • Date and Place from: July 17, 1906 Gernsbach, Germany To Seagram, Joseph E., Mrs. From ? Notes: Postcard: Baden: Schloss Eberstein, col. Message: Walked to here and return to B. Baden by auto. Wish you could be with me to enjoy this beautiful country. Our friends here send love to you.

Seagram Family

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