Melville Sewell Bagley
Encyclopedia
Melville Sewell Bagley was the originator of the archetypical Argentine national liqueur and holder of the first patent and trademark registered in Argentina, a product called Hesperidina
.
Bagley was an American businessman who lived most of his life in Argentina but was born in 1838 in the state of Maine. Members of the family lived in Durham, Maine
and Bangor, Maine. He migrated first to New Orleans, Louisiana
where he worked in a dry goods store. In 1861 with the outbreak of the American Civil War
he emigrated to Buenos Aires
, Argentina
where he worked for a commission merchant. He sought to own his enterprise and he found an opportunity. Bitter oranges had been planted as a decorative tree and street vendors had found that they could be sold as a refreshment but Argentines were concerned about disposal of the peel. Many vendors chose to sell on the block in front of the National Palace. A prize was offered for someone who could find a creative way to collect the peels.
Bagley collected a large quantity of the peels and experimented with them coming up with an apertif an herbal flavored triple sec
. He then took inspiration from recent American publicity techniques and put up posters with "Hesperidina is Coming" in prominent locations put notices in newspapers. A newspaper editor wrote a column speculating on the mysterious product. Bagley then arranged for a cart of his product Hesperidina
to have a wheel come of in front of the newspaper.
The story of the cart and the product was picked up by the various newspapers and attracted significant attention in restaurants and saloons. It became a highly successful business which obtained the first patent and trademark. Hesperidina is considered the Argentine national liqueur. Bagley later started a biscuit company which was more successful. Both products still are manufactured.
Hesperidina
Hesperidina is a classic Argentine aperitif with a minty orange flavor. Its taste is unique and not similar to other currently produced spirits.- History :...
.
Bagley was an American businessman who lived most of his life in Argentina but was born in 1838 in the state of Maine. Members of the family lived in Durham, Maine
Durham, Maine
Durham is a town in Androscoggin County, Maine, United States. The population was 3,419 at the 2000 census. It is included in both the Lewiston-Auburn, Maine Metropolitan Statistical Area and the Lewiston-Auburn, Maine Metropolitan New England City and Town Area.-Geography:According to the United...
and Bangor, Maine. He migrated first to New Orleans, Louisiana
Louisiana
Louisiana is a state located in the southern region of the United States of America. Its capital is Baton Rouge and largest city is New Orleans. Louisiana is the only state in the U.S. with political subdivisions termed parishes, which are local governments equivalent to counties...
where he worked in a dry goods store. In 1861 with the outbreak of the American Civil War
American Civil War
The American Civil War was a civil war fought in the United States of America. In response to the election of Abraham Lincoln as President of the United States, 11 southern slave states declared their secession from the United States and formed the Confederate States of America ; the other 25...
he emigrated to Buenos Aires
Buenos Aires
Buenos Aires is the capital and largest city of Argentina, and the second-largest metropolitan area in South America, after São Paulo. It is located on the western shore of the estuary of the Río de la Plata, on the southeastern coast of the South American continent...
, Argentina
Argentina
Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...
where he worked for a commission merchant. He sought to own his enterprise and he found an opportunity. Bitter oranges had been planted as a decorative tree and street vendors had found that they could be sold as a refreshment but Argentines were concerned about disposal of the peel. Many vendors chose to sell on the block in front of the National Palace. A prize was offered for someone who could find a creative way to collect the peels.
Bagley collected a large quantity of the peels and experimented with them coming up with an apertif an herbal flavored triple sec
Triple sec
Triple sec, originally Curaçao triple sec, is a variety of Curaçao liqueur, an orange-flavoured liqueur made from the dried peels of bitter and sweet orange....
. He then took inspiration from recent American publicity techniques and put up posters with "Hesperidina is Coming" in prominent locations put notices in newspapers. A newspaper editor wrote a column speculating on the mysterious product. Bagley then arranged for a cart of his product Hesperidina
Hesperidina
Hesperidina is a classic Argentine aperitif with a minty orange flavor. Its taste is unique and not similar to other currently produced spirits.- History :...
to have a wheel come of in front of the newspaper.
The story of the cart and the product was picked up by the various newspapers and attracted significant attention in restaurants and saloons. It became a highly successful business which obtained the first patent and trademark. Hesperidina is considered the Argentine national liqueur. Bagley later started a biscuit company which was more successful. Both products still are manufactured.