Seagram Distillers
EXPERT DISTILLING & BLENDING
The thriving arm of Seagram, the fated Canadian distillery giant, specializing in the art of crafting exceptional Scotch whisky.
Seagram Distillers: A Closer Look
As a wholly owned subsidiary of the renowned Canadian beverage titan Seagram, Seagram Distillers PLC was established to oversee the conglomerate’s Scottish enterprises, including Chivas Brothers and Glenlivet Distillers. Originating from the Bronfman family, who amassed their wealth by providing alcohol to bootleggers during the Prohibition era, this company played a pivotal role in elevating the global reputation of Chivas Regal Scotch whisky. However, after a venture into the music and entertainment industry resulted in significant setbacks, the firm underwent dissolution in 2001. Subsequently, its valuable wine and spirits assets were acquired by Diageo and Pernod Ricard.
The Roots of Seagram Distillers
The story of Seagram traces back to 1857 in Waterloo, Ontario, with the establishment of Joseph E. Seagram Co Ltd. Over half a century later, in 1928, the Bronfman brothers, owners of Montreal-based Distillers Corporation Ltd, acquired Seagram, transforming it into an internationally recognized entity. The Distillers Corporation, jointly formed by the Bronfman family and UK-based Distillers Company Ltd (DCL), managed the distribution of DCL’s Scotch whisky brands in Canada. It also created a separation between DCL and the bootleggers who legally procured whisky stocks in Canada, later smuggling them into the US during Prohibition.
After Prohibition ended in 1933, the Bronfman family acquired DCL’s shares in the Distillers Corporation, seeking to expand their distillery empire. In 1935, under the leadership of Sam Bronfman, the elder of the Bronfman brothers, Seagram Distillers Co. was incorporated in Scotland. Leveraging connections with Scotch whisky broker Jimmy Barclay, the company acquired Robert Brown Ltd of Paisley, including its substantial cache of mature whiskies. The subsequent year witnessed the incorporation of Chivas Brothers into Seagram’s holdings, followed by the acquisition of Milton distillery (renamed Strathisla) and other companies with valuable whisky stocks.
To meet the growing demand for whisky, Seagram constructed Glen Keith, a modern distillery adjacent to Strathisla, pioneering the use of gas as a fuel source. Concurrently, the company established a new headquarters, bottling, and warehousing complex near Paisley in 1949, complemented by another facility in Dalmuir, Clydebank, in 1970.
Transition and Expansion
Sam Bronfman’s passing in 1971 marked the transfer of operational leadership to his son, Edgar. This era witnessed the planning and eventual establishment of the Braes of Glenlivet (now Braeval) distillery in 1973, followed by the addition of the Glenrinnes-based Allt-a-Bhainne distillery in 1975.
The growth continued in 1977 with the acquisition of Glenlivet Distillers Ltd, a conglomerate formed in 1970 through the merger of The Glenlivet, Glen Grant, Longmorn, Caperdonich, and BenRiach distilleries, along with blender Hill, Thompson & Co. of Edinburgh.
Changing Tides and Transformation
In June 1994, Edgar Bronfman Jr. assumed the role of CEO, aspiring to diversify Seagram’s portfolio by venturing into the film and television industry. This led to the acquisition of MCA, which owned Universal Pictures and theme parks, as well as Polygram and Deutsche Grammophon.
By 2000, it became evident that Edgar Jr.’s foray into entertainment had not yielded the anticipated results. Subsequently, Seagram was sold to the French entertainment giant Vivendi, leading to the separation of the company. Seagram’s wine and spirits assets found new homes with Diageo and Pernod Ricard. Edgar Jr.’s uncle characterized the downfall of Seagram as both a “disaster and a family tragedy.”
