At the beginning of the twentieth century, Sandeman wanted to tell the world of their fine wines and so became among the first wine companies to label and advertise its wines. In 1905 press marketing began, followed by more substantial advertising campaigns. An enormous advertisement in the "Irish Times" was accompanied by a merchant's announcement that a "Sample Case" of six Sandeman wines was available at 15s (75p) "delivered to the customer's door". Meanwhile, similar advertising started appearing in Continental Europe, the United States and what was then know as "the Nations of the British Empire".
In 1928 George Massiot Brown created The Don. Dressed like the Spanish cabelleros de Jerez in a Portuguese student’s cape and wide-brimmed hat, the Don cuts a dark, dramatic figure with his glass of ruby coloured Porto. This powerful image has been an integral part of both bottle labels and advertising since the early 1930s.
With this came the investment in label designs and unique wine names such as Comet Vintage (1811), Waterloo Vintage (1815), Clippers Porto, Partners Porto, Picador, Brown Bang, 3 Stars, Dry Don, Capa Vieja or Capa Negra.
