NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, the E. McIlhenny and Sons Corp. changed its name to McIlhenny Company. The essay continues to ...

$200 million of Tabasco sauce is sold every year (Source: CBS News). Edmund McIlhenny founded the company in 1868. This is McIlhenny’s great-great-grandson. Harold Osborn: We're celebrating our ...

A Global Inferno Get ready to find Devil on shelves worldwide. The McIlhenny Company plans to launch it in all 195 countries and territories where their Tabasco products are currently sold. Early ...