The San Francisco Call. Newspaper, February 26, 1905, Page 10

-~ THE SAN FRANCISCO SUNDAY CALIL years old unds, rded with reg [ athletic father and care by h her is 2 great mc asked what he e grows up he hopes of being artling the wy d overy in medicine odestly says: “I want to be te and a champion.” This is a laudable ambition and if he follows in the footsteps of his parental an- cestor, who is trainer of athletes of the Olympic Club, the youngster will indeed be a champion, for the parent has held during his life a dozen titles for athletic supremacy. If properly trained and developed along phys culture lines the boy bids fair to become a noted athlete or. strong man He is full of grit and does not fear injury. If he falls and bruises himself never a whimper leaves his tightly closed lips, as he has been taught by his father that to cry is an indication of cowardice and “Baby” Cornell would rather suffer torture than be adjudged a craven. The boy cares little for candy or pas- ® i % @22 Addrese by Percy T. Morgan, President of the California Wine Growers' Association, Before the Fruit Grow- ers’ Convention. HE future of the California wine industry is largely bound up in the earnest co-operation of the various elements—growers, wine makers and wine dealers—in promoting & more general use of wine. Each element now stands aloof on its own ground and does not appear to have any interest beyond the immedi- ate disposal of the product from hand to hand. There is no “promotion committee” in the wine industry for the extension of its business. The grape grower, when he has sold his grapes, lets it rest there. The wine maker, when he has made disposition of his wines to the large dealers, thinks his mission has then and the large dealer, in his turn, when he has turned his wines over to the merchant and jobber, says “Amen.” It seems to be forgotten that the wholesale liquor dealer deals in other products than wine. Most of them carry wines practically as a side line. Their particular interest is in the whis- kies and other spirituous liquors which they distribute more largely than wine. In this country, where wine drinking is only incidental instéhd of general, &s in the large wine-producing coun- tries of Europe, wine shops where only light wines containing naturally fer- mented alcohol are offered appear to be a commercial impossibility, because there are not sufficient patrons who are exclusively users of wine to make such an enterprise profitable. The native wine business, therefore, is inextricably mixed up with the larger whisky interests, which the wholesale liquor dealer is compelled to combine in order to render his capital and labor remunerative. The gallonage consumption of whisky In thi§ country, per capita, is three © stimulant. DUPB—~BELLS OVER HZS LEAD. try. ‘Wholesome food is more to his liking and his well-nourished body attests that he eats properly. At the age of 3 young Cornell was diving into three feet of water and subsequently learned to swim. He is now able to cleave through the water like a practiced swimmer. He s the double overhand and is rapidly developing the “crawl 'stroke,” intro- duced in this country by Professor Sid Cavill, who developed Champions J. Scott Leary and Fred Gailey. Cor- nell’s fatherLheld coast swimming rec- ords and there is no doubt that the lad will become a great swimmer in course of time. At present the baby LLIING 15 POURD THE WRESIZER! < BERIDGE,. < ~ -~ can swim under water and has re. mained beneath the surface thirty seconds. His father attributes this to the boy’s wonderful lung capacity. When the youngster rises in the morning he is given a sliced orange te quench his thirst. He then takes a pair of miniature dumbbells and exercises for three minutes. He then swings clubs for five minutes and con- cludes with five minutes of calis- thenics. A shower and a brisk rub- down and then this healthy boy is ready for breakfast. The first meal consists of eggs, toast, mush and milk and coffee. Roger is then allowed to play with his companions, who look NATIVE WINES AN times as much as the wine consump- tion. This appears extraordinary when it is considered that wine is a bever- age, while whisky is used lasgely as a ‘When a man takes a con- vivial drink it is usually whisky or beer. The vital question to-day in the wine business is, How shall we popularize the consumption of healthful native wines, as beer and whisky have been bopularized? The answer which first comes to the mind is to advertise the benefits to be derived from wine, as compared with whisky, beer or other beverage. Among the largest advertisers in the ccuntry are the beer inierests. They hzve made it pay else they could not continue the enormous expenditure for bringing the attention of the public to their product. The whisky men also are large advertisers. We can hardly turn in a street car or to a board fence or take up the daily newspaper with- out seeing the advertisement of this and that brand of whisky. The ad- vertisements are got up tastily to catch the eye. The public sees this or that brand of whisky or beer constantly ad- vertised and comes to believe largely from such advertising in the excellence of the advertised article. Patent medicines containing alcohol are also very largely consumed. They would not be consumed, they could not reach the public, unless they were properly advertised. The question which arises, therefore, Is, if the consumption of beer has reached eighteen gallons per annum per capita and of whisky one and a hsalf gallons per. annum pe capita, while wine in the United States is only credited with one-half gallon per an- num per capita, whether the low con- sumption of wine is not somewhat due to the fact that the public attention is not properly called to its merits? Then again the question arises, if publicity will help the consumption of native wines who shall pay for this publicity? The mere advertising of California wines as California wines, without at- taching any particular brand to them— and this, after all, is the only method whereby the public can, through arti- P N N N N T T T O oy D cles in the newspapers, be educated up to the drinking of wine—would not ben- efit any particular house or firm except as it benefited the industry in general, S¢ no particular concern or firm could afford to undertake an advertising campaign for the benefit of California wines in general. It must be done, if done at all, by the industry at large, each contributing his share of the gen- eral fund. Then if some firms prefer to advertise their individual brands as heing better and more carefully aged and matured than the general run of California wines their advertising would reach an already educated public mind and bear such fruit as no indi- vidual effort could otherwise command. The success of the advertisement of irdividual brands would, by reflex ac- tion, also benefit the general industry, because the higher the price obtained for the individual brand the greater stimulus and impetus would be given to the growing of the better varieties of grapes and the general uplifting of the tone of the industry. Eastern wine men are finding that it pays to advertise; that it pays to bring to the attention of the individual the excellence of their product; and in in- vestigating material for the prepara- tion of an address which I lately made before the International Pure Food Congress at St. Louls, I was surprised to find that almost one-third of the sparkling wine, or so-called cham- pagne, consumed in this country was of native origin. More than a dozen brands of Eastern champagne are be- ing regularly advertised and -largely consumed. The quality of the product is being improved every year. The cel- lars and methods are being constantly enlarged upon. Some brands of Eastern still wines are also being advertised, and cne I have particularly in mind appears to have a very extended popularity. There is no reason why California ‘wines should not also have a vogue in the houses of the wealthy, for there are inherent qualities in a properly made and matured fornia - wine which make it is :oodq any wine on the face of the globe. There is, of gourse, in California a BRIDGING ON T4, RINGS . Fusv Cormrar— %) ain Framciscos ounoest Vhiete ; § large amount of ordinary wine made, and it is necessary that this should be the case, for the man who drinks wine habitually at his meals is usually a foreigner who has acquired the habit from his childhood days, and in order to continue in the use of his beverage he must obtain it at a reasonable figure. £ This is the man who has been the backbone of the California wine indus- try. He thoroughly appreciates that nowhere in the world can- he get as pure and sound and generally excellent an article as the California wine’ that 1s made readily avallable to him at a_ reasonable figure all over the United States; but this man, as I have sald before, must get his beverage Teason- ably. It must be so available and cheap to him as to permit him to make it an article as usual and necessary on his table as is bread or salt. To raise the price to this consumer would be the height of folly, for it would alienate the greatest friend of the California ‘wine indus and induce him to turn to other channels for his daily bever- age. or The born wine drinker does not need, sat Xig.o S to be educated; he is already a con- vert. He does not need to tbe adver- tised to, because he himself will seek the beverage he has always been ac- customed to, and if it is good and rea- sonable in price will continue its use. It is to those who do not habitually use wine, but who, by reason of those arti- .cles continually being called to their attention, constantly keep whisky or beer in their houses for social occa- ‘ slons. A campaign of education through the lgnuy newnnpex—-t and fia:ulnz; “would go a great way to accustom sucl peqplc‘:nwul instead for California wines. . It does not seem impossible that an ‘annual trade of one million cases of high grade California wines could be attained in the United States, when you come to consider that this would “be less than ‘one-seventh of a bottle per annum per capita of the popula- “tion, but the sale of such a quantity of fine grade wines would immensely stimulate the general value of Cali- for instead fornia vineyards, of the mmhnteonflgeflng-mmottwo- or five cents gallon as togmma.m upon him as a leader. He instructs all the youngsters on the block how to wrestle and do gymnastic tricks and they are all benefiting by his teaching. Although very precocious, the boy has not been spoiled. His father will not permit him to be coddled, as he wants him to be manly and helpful to others. A light luncheon, followed by a siesta In the afternoon and then he is given an hour’s mental exercise. Roger is a bright boy and learns rapidly. He talks fluently and cor- rectly and he does not play the “baby.” After supper the boy is taken in hand by his athletic father, who teaches him to box and wrestle. Mr. Cornell remembers that when he was a boy at school he had to suffer many indignities at the hands of older boys and he intends teaching his son to take care of himself. He will not ad- vise the youth to play the “bully,” but to protect the weak. These prin- ciples he is inculcating in the boy's mind and expects good results. Roger is unlike most boys of his age. The average lad has quite a paunch, but the little fellow has by exegcise rid himself of the superfluous stomach and now shapes up like an athlete. He has a ridge of muscle over his stomach, and in wrestling these muscles come into play. The boy can “bridge”—that is, form an arc by resting on his hands and feet and hold a fifteen-pound dumbbell on his little body. He knows all about *“half-Nelsons,” ‘“hammer- locks” and- the other intricate holds used in wrestling, and he puts them into play in his bouts. Give him a pair of gloves and some- thing to punch and he is, indeed, hap- py. He uses both hands like an expert, and his blows are not baby taps. The little arms are well muscled and the shoulders are exceedingly broad for one of his age. He has a punching bag that he pounds each day, and its con- stant use is developing the lad’s back muscles. The average man has a chest expan- sion of two inches, while this youth can expand his little chest two and a quar- ter inches. His biceps expansion is one inch, while the ordinary baby has none at all Roger derives a great deal of pleas- ure performing on the Spanish rings. He has often appeared in entertain- ments at the Olympic Club and sur- prised the audience with his -clever feats. The youngster has a pair of rings made especially for him, and he is able to imitate the clever tricks per- formed by his teacher, Professor George Schlitter. The boy’'s measurements are here- with given for the sake of comparison with other boys of his age: £he, : , normal. . inches inches inches 3 . inches The foregoing measurements prove the boy to bé a perfect model. He only falls short on reach. This may be due to the fact that he has never had occasion to pilfer jams and jel- lies from high places in his mother's closet, but his father does not despair, as he expects to develop the young- ster’'s arms by a system of exercises he has arranged. Thgt physical culture is invaluable to human beings has already been proven. That it has worked wonders for the father and mother of this fu- ture Sandow is a foregone conclusion. The father is a magnificent specimen of manhood. His muscles have been developed by swimming, wrestling, boxing, bicycle-riding and other ath- letics. He is looked upon as ene of the best trainers in the country and he has developed men who have won fame in the world of athletics. Mrs. Cornell was a slight woman, but un- der the guidance of her husband she has taken up exercising and within one year has gained twenty pounds. She is robust and strong and has rare- ly been sick. Mr. Cornell advocates physical culture and points to his wite and son as examples of athletic traine ing. THEIR FUTURE would look, by the lessening of the unit from a gallon to a bottle, to five or six times this profit per gallon. He would then be glad to pay more for his initial grapes or wines, because with public appreciation assured he would know practically to a cent what he was going to get for the aged and matured wines in his cellars. To-day no such assurance exists. He may,”believing that the outlook justi- fies it, pay in one vintage a large price for grapes and wine only to find that succeeding heavy crops have so de- preciated the value of the stock of wines in his cellars as to bring him face to face practically with bank- ruptey. He is not willing under such conditions to take these chances. It is not a commercial proposition. It therefore resolves itself into a question not how much can he pay for wines for holding and maturing, but how wlittle can he get them for so as to minimize his chance of loss? We are a long way, however, from shippinig any such quantity of cased wine. Statistics of railroad and steam; er shipments show that such wines sent from .California rarely reach in any vear 50,000 cases, while bulk ship- ments reach nearly 18,000,000 gallons. This means practically, therefore, that the reputation of California wines is left solely in the hands of the East- ern wholesale handler in bulk, who may or may not bottle it with the care and attention which all fine wines need, who may or may not give the wines the necessary time in bottle” which is absolutely requisite to the develop- nt of the finer qualities, the smooth- & and the bouquet which character- ize the better brands of wine from abroad. In a word, nearly all this is left to the "‘commercialism of handlers who do not depend solely upon California wines for their business success, but who most frequently handle also for- eign and Eastern wines and are pri- marily whisky handlers. Should not the reputation of the finer California vintage wines be more jealously guarded by Californians? . The renowned Chateau wines of France and the Schloss wines of Ger- many wou?d never have attained the value and reputation which they hold in the public estimation if they had been sent out in bulk and bottled by strangers. C ‘ornia is yet young, but to gain a national reputation for her wines she must emerge from swaddling clothes and take on the garb of a man; she must follow in the footsteps of older countries and adopt their methods. There are magnificent wines to-day in the cellars of California which have been carefully selected and prop- erly aged and matured, but the great consuming public in the East will not, unsolicited, reach out its arm 3000 miles to obtain them. “If the moun- tain will not come to Mahomet, Ma- homet must go to the mountain.” And SO must We carry our wares in the most attractive form to the consumer in order to have them properly appre- ciated. The direct marketing of these finer wines should not and will not inter- fere with the present business of those who now distriubte California wines; on the contrary, the sale of all Cali- fornia wines, of whatever grade, can- not fail to be benefited by a public ap- preciation of fine wines properly aged and matured in bottle in California cellars. For such wines the public will, when properly educated regard- ing their excellence, be perfectly will- ing to pay an adeqguate price. To effect all this, however, concerted action is necessary. It is estimated that over eighty million dollars are at stake in the grape gro and wine industry of the State. Cannet this eighty miilion dollars contribute ac- cording to the benefit der:ved by each element in the business? It must so if it is to avoid the violent fuctuationg in wine and grape.vaiues which now are common. If vineyardists want grapes to rule high in price they must co-operate with for the aged and matured article; ctherwise a hand-so-mouth policy must continue to permeate the industry. longer can each afford to stand In his own corner and refuse “to play in the & & other’s backyard.” It is only co- operation of all the elements any considerable and permanent success can be