Hostname: page-component-7479d7b7d-qlrfm Total loading time: 0 Render date: 2024-07-10T03:58:04.407Z Has data issue: false hasContentIssue false
  • English
  • Français

Developing the Brand: The Case of Alcohol, 1800–1880

Published online by Cambridge University Press:  18 February 2015

Paul Duguid
Get access Rights & Permissions [Opens in a new window]

Abstract

Historians generally agree that modern brands arose from the vertically integrated corporations of the late nineteenth and early twentieth centuries and were used as competitive weapons between like firms. Looking at the alcoholic beverage trade and drawing on trade press, court reports, newspaper advertising, business records, and accounts of consumer behavior, I suggest that, on the contrary, supply chains made up of small firms played both an earlier and a significant part in the genesis of modern brands. In these chains, firms used branding not only to fight direct competitors but also to discipline and subordinate other links in the chain over whom they had no direct control and with whom they had to cooperate.

Type
Article
Information
Enterprise & Society , Volume 4 , Issue 3 , 01 September 2003 , pp. 405 - 441
Copyright
Copyright © The Author(s) 2003. Published by Cambridge University Press on behalf of the Business History Conference. All rights reserved.

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Bibliography of Works Cited

Books

Adams, Frank Mantell. A Treatise on the Law of Trade-Marks: With the Trade-Marks Registration Act of 1875 and the Lord Chancellor’s Rules. London, 1876.Google Scholar
Alford, B. W. E. W. D. and H. O. Wills and the Development of the U.K. Tobacco Industry, 1786-1965. London, 1973.Google Scholar
Barnard, Alfred. The Noted Breweries of Great Britain and Ireland.3 vols. London, 1889–1891.Google Scholar
Briggs, Asa. Wine for Sale: Victoria Wine and the Liquor Trade, 1860-1984. London, 1985.Google Scholar
Brown, Lucy. Victorian News and Newspapers. Oxford, U.K., 1985.Google Scholar
Browne, William Henry. A Treatise on the Law of Trade-Marks and Analogous Subjects. Boston, 1873.Google Scholar
Chandler, Alfred D. Jr. Scale and Scope: The Dynamics of Industrial Capitalism. Cambridge, Mass., 1990.Google Scholar
Cox, Nancy. The Complete Tradesman: A Study of Retailing, 1550-1820. Aldershot, U.K., 2000.Google Scholar
Cox, Rowland. A Manual ofTrade-Mark Cases, Comprising Sebastian’s Digest ofTrade-Mark Cases Boston, 1881.Google Scholar
Denman, James. The Vine and Its Fruit. London, 1875.Google Scholar
Douglas, Mary, and Isherwood, Baron. The World of Goods. London, 1981.Google Scholar
Engels, Friedrich. The Condition ofthe Working Class in England, trans. and ed. W. O. Henderson and Chaloner, W. H. 1845; New York, 1958.Google Scholar
Faith, Nicholas. Victorian Vineyard: Chateau Loudenne and the Gilbeys. London, 1983.Google Scholar
Fitzgerald, Robert. Rowntree and the Marketing Revolution, 1862-1969. Cambridge, U.K., 1995.Google Scholar
Fox Bourne, Henry R. English Newspapers: Chapters in the History of Jour-nalism .2vols. London, 1887.Google Scholar
Gold, Alec. Four-In-Hand: A History of W. & A. GilbeyLtd, 1857-1957. London, 1957.Google Scholar
Gourvish, T. R., and Wilson, R. G. The British Brewing Industry, 1830-1980. Cambridge, U.K., 1994.Google Scholar
Hassall, Arthur Hill. Food and Its Adulterations: Comprising the Reports of the Analytical Sanitary Commission of ‘The Lancet’ for the Years 1851 to 1854. London, 1855.Google Scholar
Jones, Geoffrey, and Morgan, Nicholas J., eds. Adding Value: Brands and Marketing in Food and Drink. London, 1994.Google Scholar
Kerly, Duncan Mackenzie. The Law of Trade Marks, Trade Name, 3d ed. London, 1908.Google Scholar
Koehn, Nancy. Brand New: How Entrepreneurs Earned Consumers’ Trust from Wedgwood to Dell. Boston, 2001.Google Scholar
Laird, Pamela Walker. Advertising in Progress: American Business and the Rise of Consumer Marketing. Baltimore, Md., 1998.Google Scholar
Lloyd, Edward. The Law of Trade Marks: With Some Account of Its History and Development in the Decisions of the Courts of Law and Equity,2d ed. London, 1865.Google Scholar
Lynch, Patrick, and Vaizey, John. Guinness’s Brewery in the Irish Economy, 1759-1876. Cambridge, U.K., 1960.Google Scholar
Martins, Conceicao Andrade. A Memoria do Vinho do Porto. Lisbon, 1990.Google Scholar
Mathias, Peter. The Brewing Industry in England, 1700-1830. Cambridge, U.K., 1959.Google Scholar
McKendrick, Neil, John, Brewer, and Plumb, J. H. The Birth of a Consumer Society. London, 1982.Google Scholar
Mui, Hoh-Cheung, and Mui, Lorna H.. Shops and Shopkeeping in Eighteenth-Century England. Kingston, Ont., 1989.Google Scholar
Nevett, T. R. Advertising in Britain: A History. London, 1979.Google Scholar
“A Practical Man.” The Innkeeper and Public Brewer. London [1845].Google Scholar
Richards, Thomas. The Commodity Culture ofVictorian England: Advertis-ingas Spectacle, 1851-1914. Stanford, Calif., 1990.Google Scholar
Shaw, Thomas George. Wine, the Vine, and the Cellar,2d ed. London, 1864.Google Scholar
Simon, Andre. Blood of the Grape: The Wine Trade Text Book. London, 1920.Google Scholar
[Southard & Co.]. An Outline of the Foundation and Development of the House of Southard: With a Review of the Wine and Spirit Trade since 1861. London [1945].Google Scholar
Strasser, Susan. Satisfaction Guaranteed: The Making of the American Mass Market. New York, 1989.Google Scholar
Tedlow, Richard S. New and Improved: The Story of Mass Marketing in America. New York, 1990.Google Scholar
Thudichum, J. L. W., and Dupre, August. A Treatise on the Origin, Nature, and Varieties of Wine: Being a Complete Manual of Viticulture and Oenology. London, 1872.Google Scholar
Tovey, Charles. British and Foreign Spirits: Their History, Manufacture, Properties, etc. London, 1864.Google Scholar
Tovey, Charles. Wine and Wine Countries: A Record and Manual for Wine Merchants and Wine Consumers. 1862; London, 1877.Google Scholar
Trollope, Anthony. The Prime Minister. 1876; Oxford, U.K., 1975.Google Scholar
Unwin, Tim. Wine and the Vine: An Historical GeographyofViticulture and the Wine Trade. London, 1991.Google Scholar
Waugh, Alec. Merchants of Wine: Beinga CentenaryAccount ofthe Fortunes ofthe House ofGilbey. London, 1957.Google Scholar
Wilson, George B. Alcohol and the Nation: A Contribution to the Study of the Liquor Problem in the United Kingdom from 1800 to 1935. London, 1940.Google Scholar

Articles and Essays

Alexander, Nicholas, and Akehurst, Gary. “Introduction: The Emergence of Modern Retailing, 1750-1950.” Business History 40 (Oct. 1998): 1–15.Google Scholar
Bresnahan, Timothy, and Richards, John. “Local and Global Competition in Information Technology.” Journal of the Japanese and International Economies 13 (Dec. 1999): 336–71.Google Scholar
Church, Roy. “Advertising Consumer Goods in Nineteenth-Century Britain: Reinterpretations.” Economic History Review 53 (Nov. 2000): 621–45.Google Scholar
Church, Roy. “New Perspectives on the History of Products, Firms, Marketing, and Consumers in Britain and the United States since the Mid-Nineteenth Century.” Economic History Review 52 (Aug. 1999): 405–35.Google Scholar
Duguid, Paul. “In Vino Veritas: The Future and the Past of Global Supply Chains.” In Locating Global Advantage: Industry Dynamics in a Globalizing Economy, ed. Martin Kenney and Richard Florida, forthcoming.Google Scholar
Fowler, Christina. “Changes in Provincial Retail Practice during the Eighteenth Century, with Particular Reference to Central-Southern England.” Business History 40 (Oct. 1998): 37–54.Google Scholar
Fullerton, Ronald A. “How Modern Is Modern Marketing?: Marketing’s Evolution and the Myth of the ‘Production Era.’” Journal of Marketing 52 (Jan. 1988): 108–25.Google Scholar
Hilton, Mathew. “Retailing History as Economic and Cultural History: Strategies of Survival by Specialist Tobacconists in the Mass Market.” Business History 40 (Oct. 1998): 115–37.Google Scholar
Low, George S., and Fullerton, Ronald A.. “Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation.” Journal of Marketing Research 31 (May 1994): 173–90.Google Scholar
Machlup, Fritz, and Penrose, Edith. “The Patent Controversy in the Nineteenth Century.” Journal of Economic History 10 (May 1950): 1–29.Google Scholar
Scranton, Philip. “Manufacturing Diversity: Production Systems, Markets, and an American Consumer Society, 1870-1930.” Technology and Culture 35 (July 1994): 476–505.Google Scholar
Simpson, James. “Blending, Mixing, and Adulteration: Responding to Changing Markets, Sherry, 1840-1880.” Business History, forthcoming.Google Scholar
Swift, Jonathan. “On the Irish Club.” In The Poems of Jonathan Swift, ed. Williams, H. 3 vols. Oxford, U.K., 1937, vol. 2, pp. 486–88.Google Scholar
Trollope, Anthony. “The Wine Merchant.” In Anthony Trollope, London Tradesmen. 1880; London, 1927, pp. 73–80.Google Scholar
Turner, Mathew Freke. “Wine and Wine Merchants.” New Quarterly Magazine (April 1874): 595–620.Google Scholar
Walsh, Claire. “Shop Design and the Display of Goods in Eighteenth Century London.” Journal ofDesign History 8, no. 3 (1995): 157–76.Google Scholar
Wilkins, Mira. “The Neglected Intangible Asset: The Influence of the Trade Mark on the Rise of the Modern Corporation.” Business History 34 (Jan. 1992): 66–99.Google Scholar

Newspapers and Trade Circulars

Daily Courant. 1703–1715.Google Scholar
Daily Telegraph (and Daily Telegraph and Courier). Selected editions, 18551890.Google Scholar
Isle ofWhite Herald. 1871.Google Scholar
London Illustrated News. Google Scholar
Manchester Guardian (and Wheeler’s Manchester Guardian). Selected editions, 1805–1890.Google Scholar
Morning Advertiser. 1870-1890.Google Scholar
Morning Chronicle. 1805-1883.Google Scholar
Morning Post. 1804-1810.Google Scholar
New Quarterly Magazine. 1874.Google Scholar
Ridley & Co.’s Wine and Spirit Trade Circular. 1856–1890.Google Scholar
Spectator. Google Scholar
Standard. Google Scholar
Tatler. 1710.Google Scholar
Times (and Daily Universal Register). 1785-1890.Google Scholar
Wine Trade Review. 1864–1890.Google Scholar

Law Reports

Beavan, Charles. The Authorized Reports of Cases in Chancery, Argued and Determined in the Rolls Court. London, 1865.Google Scholar
Hemming, G. W., ed. The Law Reports: Equity Cases. London, 1874.Google Scholar
Journal of Jurisprudences, 1875.Google Scholar
Law Times Reports, 17 and 38, 1878.Google Scholar
Pollock, Frederick, ed. The Revised Reports Being a Republication of Such Cases in the English Courts of Common Law and Equity, from the Year 1785. London, 1865.Google Scholar

Archives and Unpublished Sources

Archives of A. A. Ferreira, Vila Nova de Gaia, Portugal.Google Scholar
Archives of the House of Sandeman, Vila Nova de Gaia, Portugal.Google Scholar
Silva Lopes, Teresa da. “The Growth and Survival of Multinationals in the Global Alcoholic Beverages Industry.” Ph.D. diss., University of Reading, 2002.Google Scholar
“Trade Circulars.” Guildhall Library, MS. 8651.Google Scholar
“Wine Stock Account, Worshipful Company of Fishmongers, 1872-1882.” Guildhall Library, MS. 21 603, vol. 1.Google Scholar