Heron was born in Ireland. According to the
Brown-Forman Corporation (manufacturers of Southern Comfort), in the early 1870s Heron was living in
New Orleans, working as a liquor rectifier and bar tender. According to company "legend" Heron created the formula for
Southern Comfort (reportedly originally known as "Cuffs and Buttons") in 1874 while working at Arthur McCauley's saloon at the southeast corner of the intersection of Richard Street and South Peters Street in the
Lower Garden District section of New Orleans. By 1883 Heron had returned to St. Louis, where he was employed by A.M. Hellman & Company Liquor Wholesalers. Helman & Co. was a partnership owned by Abraham Hellman and Myer Harris, located at 122 Pine St. in downtown St. Louis. Heron lived at 3004 Pine. He later moved to
Memphis, Tennessee, where he operated as a "Liquor Dealer". Heron's Memphis business (and residence) was located at 515 Main St. In 1889 Heron patented his formula, and began selling it in sealed bottles with the slogans, "W.H. Heron's Famous Southern Comfort" and "None Genuine But Mine". By 1890, Heron hired an assistant, Grant M. Peoples who served as clerk and book keeper. Peoples worked with him for the rest of his life, producing and marketing Southern Comfort. By 1910 Heron returned to
St. Louis, Missouri, where he operated a drinking establishment on the St Louis river front and continued to market Southern Comfort. He served a "St. Louis Cocktail" which included Southern Comfort. His bar featured a sign which informed patrons: "Two per customer. No Gentleman would ask for more." Mr. Heron's "saloon" was famed for the high quality of his liquors, its "ante-bellum gentility", and the host's skill as a raconteur. ''Gould's St Louis Red Book'' (a city business directory) located Heron's saloon at 319 Pine Street near the St. Louis riverfront. The former location of Heron's tavern is approximately 1000 feet from the north leg of
Gateway Arch at the
Gateway Arch National Park (the current day location of the garden cafe at the St. Louis Crowne Plaza Hotel). In his old age, Wilkes lived at 4950 McPherson Ave, in a St. Louis neighborhood now known as the
Central West End. Martin Wilkes Heron died in St. Louis on April 17, 1920. He left an estate valued in excess of $90,000 (in 1921) with the majority of assets being distributed to family members. His Pine street establishment and his liquor patents were left to his business associate Mr. Peoples. Heron is buried in his family's plot in
Calvary Cemetery in St. Louis He does not have an individual headstone, but his grave lies directly in front of the family plot marker, which is topped by an individual stone dedicated to his sister Margaret. ==Awards==