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Archival description
Records of the Williams Group Part
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Company related film and audio tapes

Film roll, Irish Mist Film, Joe Yerkes;
Audio cassettes, programme with German, French and Italian versions;
Recording tapes from Radio and TV programs with conversation between Robert Briscoe and Desmond Williams, 1964

Dissociated marketing material

Restaurant menus featuring Irish Mist, i.e. from Netherlands (Jacobus Boelen, Amsterdam) and America (Cookes Tavern);
Irish Mist organized Luncheon menu, Hayes Hotel Tullamore, 1971;
Restaurant Menu, Buenos Aires - visit of Bill Jaffray, John Chamney, 1993;
“Corby in the kitchen”, cooking with spirits (including Irish Mist) from Corby Distilleries Ltd., USA, 1973;
Memo log (calender of the Hublein group with Irish Mist ad), 1975 – 1977;
“Irish Mist Exhibition of International Posters”, flyer with invitation, 1969;
Marketing material: Carolans, Drambuie, Teachers Distillers Glasgow, Cornish Mead, Manderine Napolion;
Catalogues: Hapers, Smyths of the Green, Heublein, C&C;
Photos from spirits and wines distributes by B. Daly Ltd., including Irish Mist, J. Camillus Dwane, Group Product Manager;
Business cards, Bill Jaffray, C&C

General export market and marketing plans

Market study, formation of a marketing plan, customer survey to liqueurs and cordials including Irish Mist, 1973;
Company marketing plan with focus on export market, 1984;
Re-launch under C&C, guest list, press release, marketing structure, rating of different spirit brands, future trends, 1987 – 1988;
Report to the profit potential of Irish Mist - home, European and US market, 1962;
Reprinted article from the “Export” magazine, Dublin about Irish Mist history and export development, ca. 1970s;
Magazine article about the “Export Awards”, Irish Mist as winner, 1969;
“The Spirits Report”, London, including Irish Mist in liqueur section, 1983;
Sales register worldwide export market, 1949 – 1959;
Index of distributors/importers worldwide, 1970 – 1984;
Index of Northern Irish wholesalers, 1958 – 1960

Label Scrapbook

Blue labels (1950s - 1980s) for the countries Bahrain, Australia, Canada, Germany (Canadian Forces), Heublein Ltd. (USA), H. M. Forces (WAAF stores)

Labels and product photographs

2 collection of bottle labels from export countries all over the world, one from 1985;
Product photos - negatives and positives, including Savermo bottle and new style under C&C

Marketing Material 1970s

Marketing material: flyers, leaflets and booklets in numerous printouts with recipes and the story behind Irish Mist i.e. 'The secret of O'Donchu' by Maurice Walsh;
including advertisement material from North America;
2 Christmas cards signed by John Williams

Marketing material 1980s - 2000s

Marketing Material booklets, leaflets and flyers in numerous printouts, bottle box(with introduction of the new bottle style through C&C), 1980s- 1990s;
Newsletter 1981, 1983;
St Patrick’s Day recipe leaflets 1999, early 2000s

North American Market

“The North American Market and Irish Mist – prepared for SRA Associates of London” (photocopy), including market analysis of North America with structure and trends, selection of an US importer by a European distiller, marketing, current role of US market for Irish Mist with sale numbers, advertisements from differing liqueur companies, Harry P. Greenwald, USA, 1981;
“Irish Mist – The search for a new US Importer”, Greenwald, alternative for US importer Heublein, analysis of other importers, 1981;
US market: copies of outgoing letters and letters lodged in the bank, register of sales and marketing costs in relation to the US market 1956 – 1966;
Company history, development and perspective (marketing presentation for North American market), 2 printouts, M.G Jaffray, 1981;
List of Irish Mist Stockists, New York and other states, late 1950s - early 1960s
Resume of Irish Mist promotions in New Jersey, 1963