This subseries is based on vertical files created by the Seagram Museum Archives and contains profiles of brands; companies, including Seagram, its' subsidiaries and a few competitors; Seagram personnel; and products. The brand profiles contain advertisements; correspondence; press releases; newsletters; clippings; articles; promotional materials; and other records documenting many of Seagram's brands. These records are arranged by product type. Company profiles include histories; booklets; brochures; correspondence; newsletters; maps; press kits and releases; and some original records and copies from company archives.

Profiles of Seagram personnel regard executive and managerial appointments, promotions, and retirements. Product profiles provide general information about specific types of liquor or liquor from a certain region through promotional guides, sponsored by distillers, trade associations, or government regulatory bodies.