In 1883 he changed the company name to "The Joseph Seagram Flour Mill and Distillery Company". He eventually sold the dry goods store to focus his attention on whisky production. At this time in Canada, whisky was made with a variety of combinations of grains, but it was all "straight" whisky, not blended as in the new approach to whisky making adopted in Scotland and Ireland. Seagram was among the first Canadian distillers to blend whiskies. In 1883 he created a new blend, and named it "Seagram's 83" to celebrate his takeover of the business.The distillery had begun exporting whisky to the United States and Europe in 1875. Seagram greatly expanded the export side, especially to the U.S. where his products gained popularity for their smooth, light quality. The Seagram name soon became well established in the U.S. and for many years Seagram whisky was the most popular Canadian whisky in the U.S. market.
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