David H. Jernigan, Thirsting for markets: The global impact of corporate alcohol, The Marin Institute for the Prevention of Alcohol and Other Drug Problems, 1997, pp. 73-74.
The third sentence in Seagram's 1996 Annual Report reads: "Our single biggest opportunity is global expansion." The House of Seagram added new wings in recent years. The entertainment giant MCA (parent of Universal Studios) was annexed in 1995, after Seagram sold its interest in DuPont for a $3.6 billion gain. The company now ranks 496th in Fortune's global 500 largest companies. Its wealth rests on its spirits holdings, which the Annual Report dubs "a relatively predictable cash generator." Revenue from spirits in 1994-95 exceeded $5 billion, 52 percent of total income, while profits were a tidy $763 million.
Seagram products are available in 150 countries. Twenty percent of its spirits sales are duty-free. [...]
In the past two years, Seagram bought a huge entertainment company and broke the US distillers' voluntary ban on advertising on television. It is now well-positioned to exploit what Hollywood calls "synergy" to make its brands as well known as Hollywood itself. This could occur through the placement of its alcohol brands on Universal's movies or marketing them at Universal's family-oriented theme parks, as Anheuser-Busch did when it bought San Diego's Sea World amusement park.
David H. Jernigan, Thirsting for markets: The global impact of corporate alcohol, The Marin Institute for the Prevention of Alcohol and Other Drug Problems, 1997, pp. 22-23.
|From this photograph being taken in 1994, we infer that Seagram was among the first Western corporations to enter Ukraine following Ukrainian independence in 1991. From this Seagram store being posh, we infer that Seagram is confident of high returns from its investment in Ukraine. From this store being in one of the prime locations in Kiev, we infer that Seagram paid top doller for it, and thus that its marketing is not lacking in boldness or in funding.|
Ukrainian Weekly 13-Aug-1994
It is well-known that alcohol is wide spread in our fatherland, being a serious enemy of the Ukrainian people.
Marta Kolomayets in her article (January 30) informs us about the invasion of Ukraine by more alcohol from abroad. Ukraine is becoming a "part of Seagram's global strategy." Seagram introduces alcoholic "products ... expensive but worth every penny." Is vodka worth more than the precious health that it is able to destroy?
The luxurious Seagram's store, loaded with alcohol bottles, is in the city center of the Ukrainian capital. Next door is located the "almost always empty-shelved Produckty food store" with "customers who have been waiting their turn for hours." Would it not be better and more humanitarian for the Bronfmans to fill those empty shelves with food for hungry people instead of offering them miniature bottles of alcohol delicacies?
It is deserving of punishment to employ as promoters of vodka "younger people, straight out of school," who should be protected from contact with alcohol.
And now we have to respond to the question from Mr. Kish: "Who knows more about vodka than Ukrainians?" If we have no competition in this regard shall we be proud or ashamed of it? Are the Ukrainian people really champions in drinking?
N. A. Hruszkewycz, M.D.