A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
BROOK and Hellier, &c. having discovered that several gentlemen’s
servants who have been sent to their taverns and cellars for neat
Oporto wines (which is 18d. per quart) have instead thereof bought the
small Viana, which is but 15d. a quart; and that some who have been
sent directly to the above taverns and cellars have never come there,
but carried home (like traitors) something else from other places for
Brook and Helliers. Gentlemen are therefore desired, when they suspect
themselves imposed on, to send the wine immediately to the place they
ordered it from, or a note of what it was they sent for, in order to
know the truth, and Brook and Helliers will bear the extraordinary
charge of porters on this occasion.
From this and kindred advertisements it looks as though gentlemen were
not at the time in the habit of keeping large quantities of wine in the
house, but rather of having it in fresh and fresh as required from the
tavern, or of going round themselves, and taking it home under their
belts. Also the servants of the time do not appear to be possessed of
much more honesty than falls to the lot of the domestics of even these
degenerate days. The effect of the rage for port as soon as it was once
tried, is shown by the following, which also appeared in the January of
1712, in the _Daily Courant_:--
THE first loss is the best especially in the Wine Trade, and upon that
consideration Mr John Crooke will now sell his French Claret for 4s. a
gallon, to make an end of a troublesome and losing trade. Dated the
7th of January from his vault in Broad street, 5 doors below the Angel
and Crown Tavern, behind the Royal Exchange.
JOHN CROOKE.
But this appeal to the lovers of bargains, as well as of claret, was
evidently a failure; for three or four days afterwards, and also in the
same paper, another, and quite different attempt, is made to draw the
unwilling drinkers to the Angel and Crown:--
IT having been represented to Mr John Crooke that notwithstanding the
general approbation his French claret has received, yet many of his
customers out of a covetous disposition do resort to other places to
buy much inferior wine, and afterwards sell the same for Mr Crooke’s
claret, which practices (if not timely prevented) do manifestly tend
to the ruin of his undertaking, and he being firmly resolved to
establish and preserve the reputation of his vault, and also willing
to give his customers all fitting encouragement; for these causes and
others hereunto him moving, he gives notice that from henceforth he
will sell his very good French claret for no more than 4s. a gallon at
his vault.
Public-domain text, read in full here on John Shaqi.
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