It all started in 1790…

… when the 25-year-old son of a Scottish prosperous cabinetmaker asked for a 300£ loan from his father to set up as a wine merchant in London.

This ambitious young man was George Sandeman, the founder of Sandeman, who ended up establishing one of the world’s leading Port and Sherry wine businesses.

From early on Sandeman specialised in these two great Iberian fortified wines and, following a usual practice in those days, began trading not from own offices but from Tom’s Coffee house, on Birchin Lane, London. Business was agreed on a ‘gentleman’s word’ and George soon gained an impeccable reputation, characteristic of The House of Sandeman to today.

The first to ‘brand’ a cask

At a time when ‘brand names’ were unheard of and wines were shipped in barrels not in bottles, Sandeman literally started to ‘brand’ the wood casks with its initials – GSC (George Sandeman & Co.) – using a hot iron to give the wine a pioneering ‘signature’ that guaranteed its quality and origin.

This is also the year George Sandeman moved the business to 20 St. Swithin’s Lane that, built over where an ancient vault, provided dry and cool cellars ideal to the ageing of the wines. Instrumental in the building of the brand, this historical site housed Sandeman head office until 1969, when it moved to Albert Embankment opposite Tate Gallery.

The Sandeman Port Wine Cellars

Undeterred by the distressed times and wars, George Sandeman travelled extensively in Spain and Portugal, where he decided to purchase lodges in Vila Nova de Gaia for storage of the Port Wines before shipment.

His perfect choice was a beautiful arcaded building on the Douro riverfront across the city of Oporto, probably dating from 1797 and uniting earlier existing structures, where selected Port Wines have been ageing in ideal conditions for the last 200 years – The Sandeman Cellars.

These charming cellars are a must-visit place in the city, where we still find in its sombre halls and corridors more than 2,000 aging casks of Sandeman Port Wines.

Long established Aged Tawny Port experts

In early 19th century the word ‘tawny’ still lacked today’s recognition but, by mid-1800s, Sandeman already clearly identified and shipped ‘fine old tawny Port, rare and scarce’, and was consciously storing and ageing premium wines in the company cool cellars to become exceptional aged tawnies.

Ever since, the superior expertise and the vast stocks of old wines kept in ideal conditions in these cellars are the source of Sandeman Aged Tawny Ports, the recognized benchmark for quality in this style of Port wine, and the most awarded in the industry.

Sandeman Sherry Bodegas

The drift of wars in the South of Spain disturbed Sandeman Sherry business in the early years. Initially, the company associated with reputed James Duff and Lacosta & Lagarde, before establishing own offices in Cadiz in 1809… that succumbed to the local siege by Napoleon the following year. With Sherry sales recovering, other high-quality producers were selected, namely Julian Pémartin in 1822.

The long relationship lasted several decades until 1879 when they dissolved and, supporting the growing business, Sandeman acquired all Pémartin’s assets, including the wonderful stocks of wines, vineyards, buildings, and the historic Sandeman Bodegas, in Jerez de la Frontera.

The launch of a new era

Sandeman entered new century with a clear desire to reinforce its brand name, boosted by direct promotion actions, among other. The stand for ‘Porto Sandeman’ at the 1900 Great Paris Exhibition, for example, showcased very fine wines but also the Douro traditions, using modelled bullock carts and people displays to illustrate the winemaking, and call attention for Port wine. Direct sales to restaurants and other traders in continental Europe increased.

The Royal Warrant of George V was granted in 1909 and, for more than a century, Sandeman kept as purveyors to the Kings and Queen of England.

Advertising Pioneers

Always focusing on defending the reputation and identity of its wines, Sandeman was one of the first wine brands to label and advertise its wines.

‘Not original without this signature’

The leading brand, well-known for superior wines, Sandeman was often imitated. To ensure that consumers could identify the genuine Sandeman wines, the company added a signature – ‘Geo. G. Sandeman Sons & Co.’ – to all labels and capsules, and simultaneously ran press campaigns informing the wines were “not original without this signature”.

Clear ‘branding’ as a quality assurance was always key to the company and, still today, the ‘fire mark’ and this heritage signature continue to be part of all Sandeman wines.

Global network

Determined to preserve the overall reputation of its wines, in 1903 Sandeman appointed own agents in Ireland, selling its genuine Ports and Sherries. By 1914 the network was global, with agents in Paris, Berlin, Moscow, Stockholm, New York, Montreal, Sydney, Wellington, Johannesburg, and Tientsin, as advertised in ‘The Times’.

Occasionally, these agents were merchant-bottlers for the commercial brands and their names also included on their labels, acting as a dual assurance to the consumer.

‘It makes men’s throats grow wistful’

In 1921, shortly after the dark period of World War I, Sandeman was up in lights in Piccadilly Circus, when its first neon sign was switched on atop the Café Monico. The animated billboard impressed many, including the London ‘Evening News’ – «It makes men’s throats grow wistful. First the full bottle and the empty glass, then the pouring; the glass is filled to the brim and the bottle disappears. Finally, in letters of a golden hue, you learn the name of the vintner».

Polemic? ‘The Partners’ respond!

Holding true to its values, Sandeman positions were often controversial – wine advertising, proprietary brands at fixed prices, defending wine origins – and, in 1926, a new series of press advertising tackled these polemics. For months, with fun and wit, ‘The Partners’ – two fictional characters, one senior and one junior – discussed the themes of the day, sharing with Britain the distinctive combination of tradition and innovation that makes Sandeman unique.

Trade support and marketing services – offering mixed cases of own selected wines ‘delivered to customers door’, visual merchandising, window dressing services, advertising previews or pre-sells – were also generally offered by the brand.

‘The Don’ iconic image

Sandeman iconic image – ‘The Don’ – was created in 1928 when a new poster was acquired. The dramatic dark figure in Spanish hat and Portuguese student’s cape, holding a ruby glass and silhouetted against a yellowish-green background, was painted by George Massiot-Brown (working for the Lochend Printing Co. in London). French artists were in vogue at the time and, perhaps camouflaging his Scots origins, he signed the poster as G. Massiot…

A symbol of Sandeman’s Iberian identity, the image entered the brand’s national advertising in 1930 and is part of the labels since 1934. It soon inspired ‘Don’ figure decanters (the first were made by Royal Doulton in 1931) and before long shined in a new sign switched on in Piccadilly, in 1938. After appearing on the ‘Dry Don Port’ labels, in 1935, it started to be called ‘The Don’.
Possibly the first true wine logo, ‘The Don’ is as an essential part of

Sandeman identity and one of the most iconic trademark images in the drinks business worldwide.

‘The Jubilee Vintage’, the first in-house bottling

(decide year of harvest/bottling)

At a time when wines could be bottled by multiple agents in different locations, the trade was surprised in 1937 by Sandeman’s announcement that its ‘1935 Vintage Port’ was to be entirely bottled by the firm itself, ensuring that «perfect uniformity of bottling is secured».

The innovation was disliked by many in the sector but also acknowledged as the beginning of the end of merchant-bottling of wines. Today, all Port wines are bottled at origin.

Post-War and the Vintage of the century

Business was in a crazy rollercoaster in the early years of the 20th century – the ups of ‘belle époque’ or the ‘crazy 20’s’, and the downs of the 14-19 War, Prohibition, Great Depression. Sandeman later endured the II World War… and even the London cellars survived the air raids! 

Coinciding with the end of war, one of the finest Vintage Ports of the century was born, the Sandeman 1945. A decade later, the Sandeman 1955 was the last Vintage Port bottled by hand and closed using the ‘boot-and-flogger’ corking system, a couple of years before mechanised bottling begun in 1959.

‘Port and what?’

… asked many sceptics when Sandeman launched ‘Porto Branco’, a new white Port, in 1964. New releases by the trade were normal (this was a reserve Port in a beautiful design-awarded clear glass bottle) but, in the words of the London ‘Evening Standard’, «What is likely to produce apoplexy among confirmed port drinkers is that the shipper [Sandeman] recommend that it should be served on the rocks with soda or tonic, or dare I mention it? As a cocktail with gin and a twist of lemon».

A firm believer Ports are for all occasions, Sandeman suggested multiple ways to enjoy it! - simple, chilled, on the rocks, in a long drink with tonic. Still, it took decades before White Port + tonic (‘Portonic’) was seen as a refreshing, flavoursome and easy to make low alcohol drink.

Despite the old heritage, Port mixed drinks and cocktails were largely overlooked in the 20th century, especially after Prohibition. Sandeman has been actively engaged in their renaissance, working with and challenging bartenders, mixologists and chefs for the past decades.

Sandeman Bicentennial

Hubble’s launch to space in 1990 is a fitting coincidence with Sandeman’s bicentennial and its reveal of new horizons. After some drifting years, the brand launched a new global campaign (as usual, not consensual), rebranded its entire portfolio and revamped ‘The Don’ logo. Sandeman wines excelled at tastings, as an omen to the company’s regained vitality.

The Bicentennial marks the handover to the 7th generation of the founding family as, following the worldwide celebrations and his father retirement, George Sandeman assumed the general management of the company in Porto, and is today one of the most respected figures in the international drinks business.

Sandeman joins Sogrape

Sandeman is since 2002 under the ownership of Sogrape, a leading family-owned fine wine company, founded in 1942 in Portugal, and operating in five continents. Sandeman has profited from its know-how, investments and footprint, namely in the Douro, where Sogrape is a prime land owner and leading player in the industry. The many prizes and awards received by Sandeman Vintage Ports are a reflection of the excellent work done in the recent years.

Sandeman was in the founding family from 1790 until 1952, when it became a public company, before Seagram took possession in 1980. In 2000, when Seagram beverage business was sold, Sandeman briefly passed to Pernod Ricard prior to its acquisition by Sogrape in 2002.

The unique Quinta do Seixo!

In the heart of the Douro region near Pinhão, Quinta do Seixo is an historical estate home to some of Sandeman greatest wines, including a namesake Vintage Port. In 2007 this exceptional centuries-old estate opened a new winery, combining cutting-edge technology and versatility.

Perfectly integrated into the landscape, the winery gives winemakers all options to produce high-quality wines respecting the diversity of the estate’s 70 hectares of vines – with only traditional grapes, planted separately in modern plots with different aspects or field blended in multi-faced century-old terraces.

Quinta do Seixo includes an awarded wine tourism area that helps visitors discover the Douro region, its vines and wines, accompany field and winery works, and enjoy Sandeman wines while gazing at the absolutely stunning views.

Let’s celebrate the 225th Anniversary!

… And have a perfect excuse to show the superb ‘Sandeman Cask 33, Very Old Tawny Port’! Celebrating Sandeman’s multi-generational expertise, this is a limited release of just one cask, #33, from a fantastic collection of 40 casks containing very old Tawny Ports, laid down in the early 1960s and including wines of up to 70 years of age. Each of the 685 bottles is unique, numbered and individually handblown as a replica of a 1790 bottle from Sandeman collection.

The rich history of the brand also inspired the ‘Sandeman 225th Anniversary Collection’, a 6-bottle set of 2000 Vintage Ports, which celebrates the people, the vision, and the stories of Sandeman. Certainly, a wine to celebrate with in 2099, at the dawn of new century…