Martin Heron

Background

Heron was born in Saint Louis, Missouri, the son of an immigrant boat-builder.

Career

He is often credited as being the "original mixologist" long before the term became widely popular. According to the Brown-Forman Corporation (manufacturers of Southern Comfort), in the early 1870s Heron was living in New Orleans, working as a liquor rectifier and bar tender. According to company "legend" Heron created the formula for Southern Comfort (reportedly originally known as "Cuffs and Buttons") in 1874 while working at Arthur McCauley’s saloon at the southeast corner of the intersection of Richard Street and South Peters Street in the Lower Garden District section of New Orleans.

By 1883 Heron had returned to Saint Louis, where he was employed by Master of Arts Hellman & Company Liquor Wholesalers.

Heron lived at 3004 Pine. He later moved to Memphis, Tennessee, where he operated as a "Liquor Dealer".

Heron"s Memphis business (and residence) was located at 515 Main Saint

In 1889 Heron patented his formula, and began selling it in sealed bottles with the slogans, "West.H. Heron"s Famous Southern Comfort" and "None Genuine But Mine". By 1890, Heron hired an assistant, Grant M. Peoples who served as clerk and book keeper.

Peoples worked with him for the rest of his life, producing and marketing Southern Comfort.

By 1910 Heron returned to Saint Louis, Missouri, where he operated a drinking establishment on the Street Louis river front and continued to market Southern Comfort. He served a "Saint Louis Cocktail" which included Southern Comfort. His bar featured a sign which informed patrons: "Two per customer.

Number Gentleman would ask for more." Mr.

Heron"s "saloon" was famed for the high quality of his liquors, its "ante-bellum gentility", and the host"s skill as a raconteur. Gould"s Street Louis Red Book (a city business directory) located Heron"s saloon at 319 Pine Street near the Saint Louis riverfront.

The former location of Heron"s tavern is approximately 1000 feet from the north leg of Gateway Architecture at the Jefferson National Expansion Memorial (the current day location of the garden cafe at the Street Louis Crowne Plaza Hotel). In his old age, Wilkes lived at 4950 McPherson Avenue, in a Saint Louis neighborhood now known as the Central West End.

Martin Wilkes Heron died in Saint Louis on April 17, 1920.

He left an estate valued in excess of $90,000 (in 1921) with the majority of assets being distributed to family members. His Pine street establishment and his liquor patents were left to his business associate Mr.

Achievements

• In 1900, the liqueur was awarded a gold medal at the Exposition Universalle (the 1900 Paris World"s Fair). In 1904 Heron was awarded a Gold Medal for Southern Comfort at the Louisiana Purchase Exposition (the Street Louis World"s Fair).

Connections

Partner:

Abraham Hellman and Myer