In the late 19th century, the concept of a "brand" of products was still largely ignored. But Sandeman thought of it as a way to defend the quality and reputation of its wines.
So the company became the first Porto Wine Brand to label, advertise and introduce its own proprietary brands at fixed retail prices.
Fearful wine merchants quickly condemned the move. Most complaints came, as Walter Sandeman (head of the firm at the time) pointed out from firms who have never done any business with us.