1937 Here is Something that will interest you (3 rd edition)

...SERVICE! To each reader this word will have some immediate association ...to the tennis player, a fault perhaps; to the vicar, an unruly choirboy; to the gardener, a berry-clustered tree. But to each and every manager of the Victoria Wine Company it is the very reason of his being. He has been placed in charge of a Service Branch solely to ensure that the customers of the company may be supphed with what they want when they want it. The buyers have searched the world's markets;the selected wines have been slowly matured in the Company's whitewashed vaults; a hundred vehicles in the famihar blue and yellow have transported them from the central warehouses to the Service Branches but to the branch manager this is as nought—it is he who gives that extra service upon which the Company's reputation stands. He will advise on brand or vintage and will undertake to obtain the rarest and most obscure of wine or hqueur the customer can desire; he will arrange the supply of white-coated barmen, of temporary cocktail bars, of glasses or what you wiU; above all, he wUl ensure that a telephone call brings you whatever you desire in surprisingly short time. Test him. ... he will be delighted; you will find his telephone number amongst the following. London comes first, in postal districts, followed by the branches in Outer London and finally, the Country.

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