Sandeman was among the first wine companies to label and advertise its wines. In 1905 it began press marketing which was followed by more substantial advertising campaigns.
In 1914 Sandeman announced a list of their appointed agents in The Times. The list included names in Paris, Berlin, Moscow, Stockholm, New York, Montreal, Sydney, Wellington, Johannesburg and Tientsin.
Sandeman’s first electric sign high above Piccadilly Circus atop the Café Monico was switched on in 1921. The London Evening News was impressed, saying: “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 golden hue, you learn the name of the vintner.
At this time advertising was not commonplace in the luxury market, and the Sandeman ads caused a scandal in the trade. Competitors even stopped talking to the Sandeman general manager at the time! However, in true innovative style, the scandal was seen not as a problem but as an opportunity.
In 1926 Sandeman introduced the public to two fictional characters who explained the positioning, the politics and actions of Sandeman. They were known as The Partners, and a series of press advertisements drawn by Septimus Scott appeared in the British national press.
The first advertising featuring The Don dates back to 1930 and from this time on, although often elusive, The Don has been a strong part of the Sandeman brand, and is included in the company's letterheads and on the labels.
The Don was so christened in 1935 when he featured prominently on the label of the newly launched Tawny Porto or Dry Don, after which he is named. From then on he is a frequent silhouette on Sandeman labels.
In 1965 the Don made his first television appearance, with the famous advertisement: Find the Don and you will find Sandeman. The wine trade’s most famous logo, The Sandeman Don, moved from its static position in press ads, labels and outdoor posters to a seductive personality, brought to life in a TV commercial that is still remembered by many.
Many other TV ads were brought out in following years in many different markets and languages, but all following the precedent set by BBDO Advertising Agency in Portugal. The famous mysterious figure appears on screen and is associated with the pleasure of drinking Sandeman Now, the Sandeman brand is known for being: FAMOUS FOR PLEASURE.