Seagram's V.O. Whisky Bottles
1912-1967
Seagram’s “V.O.” is one of the best-known whiskies produced at the Waterloo plant. The Seagram distillery released this blend in limited quantities in 1913 to celebrate the marriage of Joseph E. Seagram’s youngest son, Thomas. The original meaning of the initials was never written down. Family tradition states that “V.O.” stands for Very Own. Others claim that the initials stand for Very Old.
Since its introduction to the market, the labeling and packaging of “V.O.” has changed significantly. In 1940 the Governor General of Canada, Lord Athlone, granted a warrant for “V.O.” and his Coat of Arms was added to the “V.O.” label. Lord Athlone held office from 1940 to 1946 and died in 1957. Governor General’s Warrants were not granted by any of his successors. Following the death of Lord Athlone, the “V.O.” label was changed accordingly. Further changes to the label occurred in 1976, when all Canadian product labels, including “V.O.”, were made bilingual.
The V.O. brand is still being produced by Sazerac today.
To learn more about “V.O.” Whiskey and the Waterloo Distillery check out our virtual exhibit Integrity, Craftsmanship, Tradition. Or if you want to learn more about the making of Canadian whisky, visit our virtual exhibit That’s The Spirit.