The Sun.
London, England, 1821-11-28 00:00:00

PROSPECTUS OF THE LONDON WINE COMPANY,
141, FLEET-STREET
To Commence No. TO-MORROW, 29th NOVEMBER.
'UPON the announcement of an Undertaking,
of no ordinary magnitude, the Proprietors feel it proper
to submit to the consideration of the Public the following view
of its objects and arrangements :
The LONDON %VINE COMPANY, after having occu-
pied the greater part of the present year in building and fitting_
up appropriate Premises, take leave to announce their intention
of commencing Business on. the. 29th Instant. These Premises
are situated in the extensive Court, the entrance to which is by
the Gateway, 141, FLEET STREET ; and comprehending
the whole of the inner Court, are formed upon a scale fully ade-
vete to the transaction of business of the utmost magnitude.—
The Cellars, which are peculiarly dry and spacious, are at pre-
sent stocked, and will always contain from 30,000 to -10,000
Dozens of the choicest Wines, ofaevery class and Country.
But although this Company feel it neceesary thus to conform
with the usual mode of giving publicity teethe nature and ex-
tent of their Establishment, they would rather invite direct end
personal examination of its merits, as they ann at no other pre-
erehce than that which they may be really found to deserve.;
and having taken the utmost care to be furnished with none
but genuine Wines, of the best flavour and quality, they offer
that invitation with peculiar confidence. As they cannot, how-
;et, Calculate upon general attention to aria invitation or ad-
dress on mere
;anonymous authority, especially after the fre-
quent delusions to Which the Public have been subjected, the
Lompany think it proper to declare, that with them originated,
and„ by them is at present conducted, the LONDON GE-
aa4_, UWE TEA COMPANY, 23, LUDGATE-HILL, with
all its extensive ramifications. The success of this Company is
rouenedlY without parallel in the annals of trade. lor al-
_ gh it commenced business so late as 1818, it is at present,
u°twithstanding the importance and reseiectability of its com-
Petitora, at the head of the Tea Trade ;—its utility is indeed
admitted, and its establishment complete. •
naTo those, then, who, during the existence of that Company,
pttae'etothrsofuegelht proper to honour it with their patronage, the Pro-
assured that they may refer on this occasion for the
superior character of their articles, and the consistent rectitude
teir dealings; and resolving to make the same system the
'rule of their conduct in their new Establishment, they cannot
doubt of success.
aut having sensibly felt the good effect of that system, it
Would Well as of the duty which they owe to themselves, to hazard
ineir obvious interest by any departure from its principle, or by
any relaxation of its character: • Looking, indeed, to permanent
rupsutation, which is essential to permanent profit, they. cannot
t‘o.av any temporary expedient to interfere with their purpose.
Of course, then, they can never descend to obtrude any such
premises as daily appear in the imposing placards which are so
ostentatiously exhibited in almost every thoroughfare in town,
with regard to " Cheap Wines," those \Vines being offered at a
price,, tor which they could not possibly be sold, were they really
of the quality or character which they purport to possess._
hut the solicitude of the London Wine Company shall be, in
L.heir new Undertaking, what it has uniformly been in the. Tea
ta-tte, namely,—to render their stock comparatively cheap
-err by the superior quality of that Stock, than by disposing
dertiont therior ardcle at a low price, which at any price must be
Taal e consumer.
tan, thgLWhile the London Wine Company disclaim all affecta-
tsece67't object being to establish an equitable reciprocity by
aela a fair article for the Public., with a fair profit for them-
ataaesal the Proprietors hope to reduce that system of imposture,
•prn„ under the alluring guise of cheapness has been too long
aa(ellT; and thus, to accomplish that with respect to Wines,
The"leY unquestionably effected with respect to Teas.
tuAlamentable practice of adulterating Wines, has, unfor_
teenat
"Y, gone to a most alarming excess of late years; and to
la_
ea 'Y considerably augmented iraportation of what are term-
eaa'aPe 'Wines, that adulteratiere is principally to be attributed.
term-
The • •
afford actlities, indeed, which these Wines, both red and white,
to the adepts in such reprehensible practices, are become
o° ,very glaring, while the quality of those Wines is so notori-
-7,Y had, that the London Wine Company have determined
au
a, tilt, outset that on no consideration shall Cape Wines ever be
tnitted into their Cellars.
ot.l.Lhe London Wine Company are amply supplied with Ports
a
generally esteeed best vintaes, among which they hav
tae Stock that hasm been from 4 to 32 years in bottle ; while,e hadsure a supply of the finest FRENCH WINES, they have
dad a special Agent in that country upon whose skill and in-
"natty they can confidently rely, from the Wines which he has
alreedy forwarded.
Rut since this establishment has been in contemplation ; and
mainLseially since preparations have commenced for bringing it to
rity, the Company have availed themselves of every op-
ertunity that offered, foreselecting the oldest and finest Wines
the cellars of the most eminent merchants in the City.
eY have happily toe elet with occasions, peculiarly favour-
aole to their object, among merchants retiring from business,
and private gentlemen abut to break up their establishments;
and the is scarcely any eminent shipper, for the last thirty
Years, from whose importations the Company have not made
Purchase.,
s under the guidance of the most competent judges..
of Wines, whose advico and, aid the Proprietors have engaged
in the conduct of their new Establishment.
roThe London Wine Company will always keep a Stock of
!eign Spirits, which may he depended upon as being of ge-
,,t1,11: and superior qualities, and which will be sold at equi-
"'ate Prices, both wholesale and retail.
c Such are the grounds upon which the Proprietors of this
I",nPartY take leave to solicit the patronage of the Public.
it he character of the London Genuine Tea Company affords,
theist:Presumed, a sufficient guarantee to gentlemen resident in
ountry, or to families occasionally visiting Town, for the
Prillanctinal and faithful execution of any orders with which they
sii:!e Pleased to favour the London Wine Company.
t ,a Company think it proper to state, that they can execute
T,ers for less t a
han one dozen of Wine.
-eitllowing is Statement of the Company's Wines, with
their Prices :