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Sam Bronfman--Czar of the Spirit World

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SCHECHTER & HIRSCH'S

By MICHAEL M. SOLOMON
JTA Correspondent in Canada

trop, your assurances lack in flavor Sam Bronfman was made a col -n-
and your story has no tam' (taste, panion of the Order of Canada, the
in Yiddish). Apparently, one of highest Canadian Order, whose
(Copyright 1971, JTA, Inc.)
(The late Sam Bronfman knew Sam Bronfman's victories was to membership cannot exceed 150. He
how to make money and how to speak in Yiddish when Ribbentrop had been a member of the Order
give it away. Those talents raised addressed him in' his best hoch of St. John of Jerusalem and of
the Bnai Brith.
him to the leadership of the world's Deutsch!
largest distillery and to the ranks
For 12 critical years, covering
A great baseball fan, he passed
of the top philanthropists of Can-
the Hitler period and the Second his passion for the game on to his
ada—or any other country. The World War, Sam Bronfman as- eldest son, Charles, who became
causes closest to his heart were sumed the leadership of Cana- not only an excellent . player but
Jewish. causes, and the state of dian Jewry and moulded it into also the owner of the Montreal
Israel, as this personal remem- that unity of aims and capacity Expos. Old Mr. Sam, wearing the
brance by a man who knew him for action which has made the Expo cap, could be seen until re-
shows. Ed.)
Canadian Jewish
cently watching the Expos playing
admiration
and
the at Jarry Park, in the company of
MONTREAL—Samuel Bronfman. object of envy and
Montreal Mayor Jean Drapeau and
the .Seagram tycoon and great by more powerful Jewish orga-
other personalities.
Jewish philanthropist, passed away nizations in the United States. -
With money provided by the
To his very last days he refused
July 10 at the age of 80, at his
residence in Westmount, a suburb to retire, though long beyond re- family, a real estate corporation
tirement age. He agreed with CEMP (the initials of his four chil-
of Montreal.
Andre Maurois, he told this re- dren: Charles, Edward, Mina and
A shy, unobtrusive man, Samuel porter, that death should find him Phyllis) holds at present $300,000,-
Bronfman entered business in 1910. in full activity. I happened to see 000 in various building investments.
With money partly saved and partly .him dictate letters to his secretary The huge corporation is adminis-
borrowed from his father, he less than a fortnight before his tered by Bronfman's trusted friefid,
bought a hotel in Winnipeg. In the end.
Leo Kolber.
twenties, he sold the hotel and
The world's greatest distiller
Sam
Bronfman
loved
his
family,
opened his own wines and spirits .
hated sitting in front of a bar and
mail-order firm„ In the thirties, he his Jewish community and Canada drinking. A little glass of Sea-
acquired the rights of the Joseph with the passion of a true lover. gram's V.O. 10 before lunch was
Thanking the numerous speakers
SeAgram distilleries in England, who congratulated him on his 80th enough. "A whole bottle," he said,
and by the end of the fifties was
"you share with your wife: it heals
the uncrowned czar of the world's birthday, he said: "1 don't intend a lot of conjugal troubles."
to
retire
until
I
finish
what
I
have
largest distilleries with interests
and plants in 13 countries, and at proposed myself to do. And there
In the past year, Boys Republic,
his death owned 38 distilleries and are many urgent things waiting for a Torch Drive service, provided
me
yet."
In
that
final
speech
he
more than 400 warehouses, with
residential care and counseling to
annual sales of $1,500,000,000. His said h3 had always applied in his 218 emotionally distributed boys.
everyday
decisions
the
practical
and plants in 36 countries. His
subdued voice became a lion's roar philosophy taught to him by his
when institutions he had at heart, immigrant father, Yekhiel: "Don't
anything unless you can do it
or the state of Israel, were threat- do
thoroughly."
ened with extinction.
From his parents he had
In the dramatic hours preced- I learned, he added, that the great-
ing the Six-Day War, I listened
est happiness is a family with
to Samuel Bronfman addressing
many children brought up in the
a gathering of Montreal Jewry
fear of God and educated to put
at the Ritz-Carlton Hotel. Stress-
the interests of others before
ing the Arab countries' vow to
their own.
destroy the Jewish state, he said:
Bronfman's dictum : "Distilling
"If money is needed we are going
to give money until it hurts, and is a science but blending is an
even mere." Exhilarated by the art," brought him untold millions.
Between $1,500,000 and $2,000,000
example of the Bronfmans, the
Montreal Jewish community gave were distributed by the Bronfmans
the highest contribution — per among universities, charities and
capita—for the Israel Appeal in cultural institutions every year.

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1967.

Samuel Bronfman knew how to Sisco Israel Visit
make money and how to give it Set After July 26
away. Universities, boy scouts, re-
WASHINGTON (JTA) — The
ligious organizations, hospitals and
charitable institutions have enjoyed State Department said that Assist-
ant Secretary of State for Near
his generosity.
Eastern Affairs Joseph J. Sisco
He had his particular brand of will visit Israel some time after
humor, too. At his 80th birthday July 26 to present U.S. thotights on
party, my wife had the queer idea the procedure for negotiating an
of asking Mr. Sam Bronfman—Mr. interim settlement to reopen the
Sam was the affectionate name Suez Canal as well as substantive
given to him by his fans—for an proposals.
autograph on his souvenir picture.
The officials said that the U.S.
Bronfman looked right and left and
has no blueprint or final outline of
finally obliged saying, "I don't
what a new settlement should look
want anybody to see me sign some-
thing. They may think I give out like and added that the U.S. has
checks and this will make them been studying the positions of the
swarm like bees around me and two sides and reached conclusions
of its own which it has not formal-
ruih the `simha.' "
ized in document or plan form.
He liked a Yiddish or Hebrew Sisco is expected to explore these
word and respected Jewish tradi- conclusions with Israeli officials.
tions. At a YMWHA Association
State Department spokesman
fund-raising dinner, observing that Charles Bray said there were no
there was no rabbi present to offer
pre-conditions on the extent or the
the benediction, he told the audi-
subjects of the talks set by either
ence: "I shall ask brother Allan
side. It is believed that Sisco will
to sav the `rnotze' so that we can
dscuss the delay in Washington's
eat the lehem' . . ." The sugges-
reply to Israel's latest requests for
tion was warmly accepted.
more U.S. military aid.
I happened to be in the crowd
Sisco's trip will follow his recent
when he told, probably not for the briefing by Michael Sterner, direc-
first time, of his confrontation with tor of the State Department's Egyp-
Joachim von Ribbentrop at a dis- tian Desk. Sterner just returned
tillers' convention not long before from a mission to Cairo with the
Hitler came to power. At that time, chief U.S. diplomat there, Donald
Ribbentrop was peddling in France Bergus. Bergus and Sterner pre-
and England the Rhineland Sekt sented to the Egyptian government
champagne, into whose family he proposals on how the U.S. envis-
had married.
ages proceeding, not substantive
"Ribbentrop," Br o n f man re- suggestions, according to State
called, "kept assuring me that Department officials. The Cairo
there was not truth to Hitler's anti- government raised no objections,
Semitism. 'You will see, when we they said.
come to power,' he repeatedly told
me. I looked him straight in the
enery is fine but human nature
eyes and told him: 'Mr. Ribben-
.finer.
—John Keats.

16 Friday, July 23, 1971

—

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