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The History of Törley

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The History of Törley The history of Törley In the 17th century, the Törley family ancestors were professional soldiers; they arrived in southern Hungary fighting the Turks under Charles of Lotharing. During this time, the family name was Schmierl. One of their early antecedents, Ágoston Károly, was imperial and royal fourier (responsible for re-supplying troops) in Újvidék (now Novi Sad), during the bottle against the Turks. Ágoston Károly’s son, János (1768-1825), was a messenger for General Laudon, who in the course of duty, was seriously injured and disabled. Laudon wrote to the city council of Szabadka (now Subotica), requesting that the injured soldier be given a position. Ha was made the registrar for Küllöd, Bács County. Later, because of his disability, he died in a fire. His son Bálint (Valentin, 1823-1900) changed the family name to Törley during the 1848/49 revolution. The explanation for the “Hungarianization” of the name was that in German it meant “streichen”, or “to strike out”. The Hungarian equivalent is “törölni”, hence Törley. When the revolution was suppressed, he accompanied Lajos Kossuth in his emigration to Sumla, Turkey. Bálint Törley and his wife Mária Vojnits had four children: Antal (1853-1899), Gyula (1855-1934), Ilona (1858-1890), and the youngest, József (1858-1907). After finishing secondary school, József Törley continued his studies at the Graz Academy of Trade. After this, he worked as a German language correspondent in France for the Reims champagne producer, Theophil Roeder. Later he moved to Delbeck et Cie, one of the oldest champagne houses. There he became familiar with and studied how to prepare champagne. He began buying raw champagne from wine producers, and after processing (disgorging), he marketed the champagne under his own name (Törley) in France and Hungary. Distribution in Hungary met with many difficulties. József Törley became acquainted with Budafok, already a major centre of wine trade at the time, while on a trip to obtain champagne wine. Realising that producing on location would make selling simpler, and established his own company in Budafok. The Törley name was trademarked on July 31, 1882, and the company registered on August 1st; with that Törley transferred his champagne production from France. What was it that induced Törley, a novice champagne producer, to want to make another place known for sparkling wine? The answer can be found in the domestic champagne- consumption habits of the time. The upper-class clientele of elegant establishments were accustomed to foreign, brand name beverages. The majority amused themselves most of the year in Vienna or Paris – drinking French champagne exclusively. Törley felt it would be easier to conquer the domestic market with products that were known and successful abroad. When in Promontor (Budafok), he realised the location was exceptionally well-suited to sparkling wine production, with kilometres of cool cellars for storing and producing high-quality base wines, and a dynamically developing capital nearby for commerce – all together in one place. In his opinion, if he could transplant the French traditions for preparing champagne among the ideal conditions he found domestically, commercial success couldn’t be far behind. Gyula Törley, József’s elder brother and Bácskatopolya landowner, supplied the additional capital needed to equip and begin production at the Péter Pál Street facility. Until 1885, Gyula was a silent partner in his younger brother’s company. French experts were enlisted and directed by French supervisors, under Törley’s guidance. The production supervisor for four years was Louis François, who (according to his contract) was an independent cellar master, and whose bonus was every fifth bottle of wine. In their first year, they filled approximately 25 000 bottles. The facility was built quickly, modern machines were installed, and production began that year. Since Louis François saw a good opportunity for making a living in Hungary, in 1885 he invites Cesar, his younger brother by ten years, to join him. Also practising in the champagne trade, Cesar worked as an employee at the company. In 1886, Törley and François had a disagreement, allegedly over who should have the key to the cellars. Since they couldn’t come to terms, the contract was cancelled, and Louis François started his own business. In 1890 Törley moved to its present location at the foot of Hofried path. For several months in 1900 it was called “Champagne Street”, then in 1901 it was renamed Anna Street. When it was founded, the company’s main problem was acceptance. Society’s leading “top ten thousand” and the middle aristocracy viewed Hungarian products with suspicion. Törley began a huge advertising campaign. Realising the importance of advertising and consciously working toward the acknowledgement and recognition of his sparkling wine, he employed advertising skilfully. He used the Budafok castle, the Törley pavilion in Walfisch Gasse, the house in Eszterházy Street to advertise, and famous French caterers to launch his sparkling wines. The artistic posters used made the brand famous even beyond the Hungarian borders; his delivery trucks, the first in Hungary to carry advertising, caused a great sensation. József Törley made Hungarians love sparkling wine. According to him, the rules of drinking and love were the same: anytime, anywhere, any way; but whether here or there, the circumstances were important. The wine or sparkling wine must suit the season and the time of day. There are languid wines, flirtatious wines, story-telling wines, tragic wines; of course, these categories apply more or less to sparkling wine as well. There must also have been erotic sparkling wines; on all his advertisements, the promoters were either beautiful women or wistful men. Also according to Törley, it is necessary to drink sparkling wine at every holiday, family occasion, or romantic rendezvous, because a little angel lives in each bottle. The angel doesn’t die when it is drunk by someone, but lives inside the person with innumerable little angels and fairies. When someone drinks, this is greeted with singing and a rain of flowers. The fairies are fascinated and practically burn up with joy. These flames of joy spread inside the person and enchant him or her, too. There is no way to protect against it. It is proof of his sparkling wines’ quality that one of the company’s most important export partners was France. The domestic market only began to recognise his sparkling wine at the beginning of the century. In the 1890s annual production was 300 000 bottles. In 1905 it approached 1 million, and by the end of WW2, production had reached 2 million bottles. József Törley also improved technology: he introduced to Hungary the freezing and disgorgement techniques to remove sediment. In 1887, Törley established a cognac distillery, from which some products were used in sparkling wine production, some sold commercially. In 1885, József Törley married Irén Sacellary, an extremely well-to-do young woman whose family can be traced back to the 7th century. Törley built his castle next to the Sacellary castle; he designed it himself, using French castles as a model. He commissioned Lajos Rezső Ray to build the castle; after Ray’s death, his son Vilmos completed the construction. On the castle’s façade are two ancient Roman artefacts found in Budafok. Carved into it is the family crest, conferred on Törley by Emperor Franz Joseph on April 1, 1896 for his meritorious service to industry and economy. The crest is a shield divided down the middle. In the upper blue field, in the middle of three green hills, an armoured arm holds a gold-handled curved sword. In the upper-right corner there is a golden shooting star; in the upper-left corner, golden bunch of grapes with green leaves. In the lower red field, under a silver arch is the decapitated, white-turbaned head of a Turk with a drooping moustache. An open knight’s helmet rests above the shield, with an armoured hand rising from it. József Törley and Irén Sacellary had one child, a daughter, born in 1886. Mariska died a year later, in 1887, due to complications caused by diphtheria. In the meantime, there were ever more disagreements between Törley and the François brothers, and in 1886 they went their separate ways. Both the Törley and François companies significantly developed the reputation of Hungarian sparkling wine in domestic and foreign markets. Their competition resulted in a string of excellent brands, to the joy of sparkling wine enthusiasts. József Törley was an extravagant, sharp-witted man, blessed with good technical sense and ambition. He flew into a passion easily, but was devoted to family unity. His technical acumen was spent not only on developing the level of technology in sparkling wine production, but in general (e.g. wagon lifts, crate manufacturing machinery, automobile lighting, starters). Automation significantly decreased expenses, and a considerable percentage of profits were invested in expanding production. He paid great attention to the selection of base wines. The rest he bought in grape form, their processing directed and controlled by his own experts. Törley was the fourth person in Hungary to own an automobile, and he was one of the founders of the Royal Hungarian Automobile Club. The club was founded on November 30, 1890, with Count Pál Szécheny as president. At the Millenium exhibition, Törley already bore the title “Supplier to the Imperial and Royal Court”. At the beginning of the century, his sparkling wine was at least as popular in Pest as operettas, and it was the preferred beverage of hotels, cafés, restaurants, and music and entertainment halls. In 1907, the company celebrated its 25th anniversary. Ornamental invoices and business letters accompanied deliveries around the world, from America to Australia.
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