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see also the Milwaukee Re-distilling & Rectifying Co. - Wm. Bergenthal is listed below this name in 1878.
A letterhead dated 1905 identifies a William Bergenthal as President and Treasurer, and W F Bergenthal at Vice President.
The company used the brand names:
"Badger State", "Head of the Lakes", "Meadow Spring W. B.", "Mohawk", "Old Lexington", "Old Lexington", "Old Olympic", "Olympic", "Rose Bud Gin", "Shamrock Rye", "Takmore", "The Old Reliable Badger State", and "White House Bouquet." |  | Business name timeline:
F Bergenthal (1870-1875), Wm. Bergenthal (1878), The William Bergenthal Co. (1879-1896), William Bergenthal Co. (1897-1900), The William Bergenthal Co. (1903-1918)
Address timeline:
321 3 rd (1870-1875), cor 4 th & Cherry (1878), 476-478 4 th (1879-1918) | | Business category timeline (abbreviations decoded below):
D, J (1889), W (1897)
Years that company appeared in directories
Years directories were consulted
Milwaukee directory notes
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Appearance in
directories:
1870, 1873, 1874, 1875, 1878, 1879, 1880, 1889, 1890, 1897, 1898, 1899, 1900, 1901, 1902, 1903, 1904, 1905, 1908, 1910, 1911, 1912, 1913, 1914, 1915, 1916, 1917, 1918
Directories
consulted:
1862, 1863, 1865, 1866, 1867, 1868, 1869, 1870, 1871, 1872, 1873, 1874, 1875, 1875, 1877, 1878, 1879, 1880, 1881, 1889, 1890, 1897, 1898, 1899, 1900, 1901, 1902, 1903, 1904, 1905, 1906, 1908, 1909, 1910, 1911, 1912, 1913, 1914, 1915, 1916, 1917, 1918
Milwaukee directory
notes:
W = Wines & Liquors, Wholesale, I = Wines & Liquors, Importers, D = Distillers, V = Wines, Manufacturers, V-R = Wines, Retail., J = Wines & Liquors Jobbers.
No listings published for 1864. All the street addresses have increased in number in 1865, suggesting a city-wide street renumbering. 1867/1868 - Chesnut now being spelled Chestnut. The 1870's directories include two copies made at separate times, judging by quality and clarity. In 1878, there seems to be a mismatch between the two, with one set being superfluous. The pages labelled 1876, Wines & liquors. contain all new names and it's possible that Wines & Liquors Retail were split from Wholesale during this year. Thus, until verified by consulting the directories in person, the accuracy of the dating during this decade should be suspect. No distillers for 1881. Large gap 1882-1888, but in 1889, "Wines & Liquors Jobbers" are split out. Large gap for 1891-1896. Jobbers listing is only a partial for 1903. No pages for 1907, any category. 1908 saw the addresses of many businesses change- not because of street renumbering but perhaps because of city expansion? Distillers only for 1909. Wines & Liquors Retail are no longer available from 1910 on.
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