Surgeon General called the brand name "an insensitive and malicious marketing ploy" and pointed out that American Indians, were known to have a high rate of alcoholism and alcohol-related illness. However, this brand attracted controveersy. Heileman Brewing Co., sold in 40-ounce bottles, and marketed in five states in the New York City area. markets and to handle additional marketing and production.įith the success of that brand of malt liquor, FV&S decided to add a new brand which it called Crazy Horse, named after the Sioux chief, which bore label containing a drawing of an Indian in a feathered headdress. This led FV&S to form a joint venture in the following year with a Cincinnati brewer in order to introduce Midnight Dragon to other major U.S. They created a number of posters such as one in which a woman clad in red lingerie was shown sipping the brew through a straw, and the words "I could suck on this all night." This brought the National Organization for Women to protest the ad and it was withdrawn as a result, though Ferolito had told the Wall Street Journal in 1989 that his idea was that "Real men like sex and sex sells beer." At that time, the product was available only in the New York City metropolitan area, yet the estimated sales in 1988 came to one million cases. This caused one Wall Street Journal reporter to write a disapproving comment that companies employing such tactics "play a part in the cycle of poor nutrition that is approaching crisis levels in the inner city." ![]() They made the product available at a cheap price covering the black and Hispanic neighborhoods in the boroughs of Manhattan and Brooklyn, shaking hands with passersby every night for a year and thanking owners of small stores for their orders. ![]() They then turned to another product, a malt liquor with a high alcohol content, named Midnight Dragon. The first product FV&S tried, and ultimately failed, to market was Spence & Wesley, a flavored seltzer water named for Vultaggio's sons. for this purpose, with Ferolito, Vultaggio & Sons becoming a division of Hornell. In the mid-1980s they established the Hornell Brewing Co. The two became successful enough to acquire a small fleet of trucks, though still functioning as distributors selling reduced price beer.īut they were not happy simply distributing others' products, so they decided they'd rather make their own product to sell. This business got big enough for Ferolito and Vultaggio to take it on full time, and they replaced the VW bus with a used truck big enough to make wholesale deliveries in such neighborhoods as Crown Heights and Bedford-Stuyvesant, which other union drivers tended to avoid as tough, high-crime areas. They purchased a used Volkswagen bus for a couple of hundred dollars, and took the seats out from the back, using it to deliver beer and soda at reduced prices to homes and grocery stores in Brooklyn. They had held delivery jobs at a brewery and beer distributorship, and decided to team up to form their own business on the side as a part-time venture. John Ferolito and Don Vultaggio started their business soon after graduating high school. ![]() Producer of a number of flavors of black, green, and white iced tea drinks, combined with fruit juices, and other drinks.įerolito, Vultaggio & Sons was founded in the early 1970s in Brooklyn, New York, as a beer distributorship.
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