Seagram Company Ltd.: Bruce Willis campaign

The Seagram Company Ltd. traced its roots to 1857, when Joseph E.

Seagram Company Ltd.: Bruce Willis campaign

Daryl F. Mallett


The Seagram Company Ltd. traced its roots to 1857, when Joseph E. Seagram & Sons, Limited, was created. By 1986 Seagram's 7 Crown whiskey and Seagram's gin were the largest selling products in the United States in their respective categories, and the company was highly profitable with other products as well. Seagram's wine coolers, however, which were introduced in 1983, were not doing well in the U.S. market, trailing behind California Cooler and Bartles & Jaymes, the latter a product of E&J Gallo Winery.

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