Sandeman's Slogans & Taglines

Sandeman traces its origins to 1790, when George Sandeman borrowed £300 from his father to establish a wine merchant in London specializing in Port and Sherry. In 1805, the company pioneered branding by searing its initials onto oak casks with a hot iron, and in 1877 registered one of the world's oldest trademarks. The brand's identity was forever transformed in 1928 when Scottish artist George Massiot Brown created "The Don"—a mysterious cloaked figure in a Portuguese student's cape and Spanish caballero hat, silhouetted against a yellow-green backdrop. This iconic image debuted on labels in 1934 and starred in the 1965 television campaign "Find The Don and you will find Sandeman." Today, under Portuguese wine group Sogrape Vinhos since 2002, Sandeman's portfolio spans Port, Sherry, and Madeira, including its award-winning Aged Tawny collection. With cellars in Vila Nova de Gaia housing over 2,000 aging casks, the brand sells an average of 21 bottles every minute across more than 75 countries.