Dangerous Dilemmas: Startling but True

by James Anderson Peddie

I will now proceed to show you how much money was made by advertising a Christmas wine-hamper. The wine trade has always been popular with men who could not succeed in any other profession or business. Everyone fancies he can drive a mail-phaeton, edit a paper, and is a judge of wine, the belief being that there is nothing wonderful to learn. If he has a connection of friends and acquaintances in London, especially at the West-End, so much the better. The method usually adopted to ensure success is to give recherche dinners, and mention incidentally the quality and price of each wine as it is produced on the table.

He can say, "Yes," as if in an answer to some one, "it is a first class Amontillado! Only a few dozen left! Cheap at 60s.!" Again, "I hope you like that Chateau Margaux! A rare vintage! There is not much better in Her Majesty's cellar! Increases in value every year! Did you ask had I any to spare? Not quite sure. It is giving it away at 100s.! "If this delicate way of putting it does not attain the desired end, a conversation about the various vintages and the recent ravages amongst wines can be started; and, on seeing your friends off, you can say, "You had better let me send you the remainder of that sherry—just a small parcel of six dozen!" Then, again, you can observe, "If you really are so pleased with that claret, I will see what there is left, and will try to oblige you!" These and similar remarks generally prove more or loss effectual.

When the "Man in the City" found his balance at his bankers rather low, and a confidential note from the manager having been received apprising him of the fact, he looked round for some method of making both ends meet. After leaving the army he had taken to the wine business, and had hitherto done no good. He had plenty of wine in his cellar, but no demand for it; and being rather young in the trade, he had been made a victim. All his stock was of an inferior quality, and his friends declined having any more after the first trial. A bright idea crossed his mind—Christmas approaching, he would advertise it. Accordingly, "Christmas Wine Hampers at Two Guineas!" appeared in all the leading newspapers in town and country, and proved eminently successful. In this case his purchasers had quantity, not quality. By the commencement of the year he had got rid of all his bad stock, and realised a good round sum of money to his credit. But some men are never satisfied where money is concerned. When he saw the last lot of wine carted away from his house he called himself some pretty names—such as "I'm a stupid dolt!" "A confounded fool!"—and avowed he should do better next time. The lesson he got in this instance he meant to utilize at the expense of the public the first opportunity. A chance had escaped him but another would occur. In the meantime he had established a good reputation with innumerable clients in town and country, which was like so much capital.

When next Christmas approached his plans were fully matured, and he was ready for action. The chance of making a large sum of money he resolved should not be unsuccessful this time. On the 1st of November he published the following advertisement:—"Christmas Wine-Hamper for Two Guineas! The firm whose Christmas wine-hamper last year gave such universal satisfaction, are prepared, on this occasion only and on the following conditions to supply six bottles of sherry, six bottles of claret, and six bottles of champagne, all of guaranteed sound quality, packed in hamper, and sent free to any metropolitan railway station for the unprecedented small sum of Two Guineas! Orders accompanied by remittance will be registered as they arrive, and if the stock of wine is exhausted those who sent first will have the preference, and the money returned to those who cannot be supplied. The hampers will be forwarded one week before Christmas-day, and all remittances will be promptly acknowledged. References to customers in every part of the world. Bankers—London and Westminster Bank. Cellars—Coleman Street. All letters to be addressed 'Messrs. Hanbury, Robarts & Co., Moorgate Street, London, E.C.'"

The orders arrived daily by hundreds, and a large staff of clerks had to be employed to register them and answer the letters. Clever people could not see how the thing could be done at the price, but came to the conclusion that the firm wanted a good advertisement. The two guineas, however, came rolling in, the public evidently looking upon it as a golden opportunity to save money.

As can easily be imagined, the men at the cellars were busy. Thousands of hampers began to accumulate. They had all to go out at the same time. Before the appointed time for delivery a notice was inserted in the newspapers that no more orders could be received after a certain date. The rush on these final days reminded one of the period of the South Sea bubble. Men and women with tears in their eyes and money in their hands, entreated as a favour to be registered.

To keep faith with his clients, the "Man in the City" duly sent away his thousands of hampers on the day named, each hamper containing the number of bottles enumerated in the advertisement. You will doubtless turn round in surprise and ask where the profit came in, and whether the "Man in the City" was not a little touched in his "upper story?" Not at all. By the transaction he cleared close on £5,000! As will be seen, he had profited by his previous year's experience, and was enabled to afford many holidays on the Continent.

Well, as my readers may be anxious to know the secret of his success in this "little business," I will tell them. It lay in the bottles being small in size, and containing about two glasses of wine each!