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Armando Ceritano (May 4, 1931 – May 2, 1990) was an Italian-born American businessman. Born in Italy, he moved to the U.S. at age 17 and settled in Philadelphia, Pennsylvania, where he began working in construction. He eventually started his own bricklaying business and in the 1970s, he entered the wine business. He became known for his Ceritano Wines advertisements which were frequently featured on television in the Philadelphia-area. In 1976, he became the owner of the Philadelphia Hilton Inn; however, within a few years, he had to declare for bankruptcy and lost the hotel and his business.

Early life

Ceritano was born on May 4, 1931, in Castel Castagna, in the Abruzzi region of Italy. He was the youngest of four brothers and spent his early years as a shepherd. Ceritano's father worked as a stonemason. The Courier-Post noted that in Italy, "is shelter was a crude hut. His food was basic bread and wine. His entertainment was a homemade whistle." In 1948, when he was 17, he immigrated to the United States, settling in Philadelphia, Pennsylvania. He told The Philadelphia Inquirer that he arrived with no money and "came wearing a suit purchased with 30 days of harvesting wheat and 20 pounds of beans, and a cardboard suitcase that had cost 10 days of harvesting wheat." Only having a fifth-grade education, he was unable to speak English at the time and later said that "My only capital in Italy was a goat."

Following his arrival, Ceritano decided to become a tailor, after "seeing many fields, but no sheep." He said that he found someone to work with, "but do you know, he wanted to charge me for the electricity! I told him I learn for four days and then I work another four days to pay him."

Career

Early career

Ceritano became a full-time tailor and while working, saved up enough money and bought a dry goods store. Soon after, he began working in construction, being a part-time employee for a contractor. He eventually started his own bricklaying business, reported in The Philadelphia Inquirer as occurring within four years of his arrival in the U.S., while the Courier-Post stated that it was "by 1960." He received several government contracts and constructed houses in Springfield Township, Delaware County, Pennsylvania. With money earned from the business, he paid for his brothers to move to the U.S. as well. He lost a significant amount of money during a 1964 project, but within a few years, had "regroup" and become "a bona fide businessman with a bankroll to match."

Ceritano was also an "opera enthusiast." He was on the board of directors for the Suburban Opera Company and later served as president of the Philadelphia Grand Opera Company. He helped lead the merger of the Philadelphia Opera Company with the rival Philadelphia Lyric Opera Company to form the Philadelphia Opera Company, which Ceritano then was vice president of. While on a trip to Italy in 1969, he noticed the singing of tenor Walter Rinaldi in a restaurant, which he called the "best since Lanza." After convincing Rinaldi, Ceritano "brought him to America, sent him to school, and formed a one-man production and record company," according to The Inquirer. Ceritano was manager for Rinaldi during his career and he started Ceritano Enterprises to handle "the promotion end" for Rinaldi.

By 1972, Ceritano was handling "more than $10 million worth of bricklaying and masonry contracts a year" in Pennsylvania and New Jersey. In 1973, he started S&C Investors, Inc., to build a housing development called Northwoods in Cherry Hill, New Jersey. He planned to build 101 houses in the community. The Inquirer noted that "It was swampy land, and the sale was made conditional upon Cherry Hill's agreeing to construct a draining ditch that Ceritano needed before he could get approval to build." The Cherry Hill government agreed to build the drainage ditch and Ceritano then acquired two mortgages for a total of $1 million. However, soon after, a new Cherry Hill government decided to cancel their agreement, and thus Ceritano was only able to build a few houses, which led to him being unable to complete mortgage payments by 1975. The mortgages were subsequently foreclosed.

Ceritano Wines and purchase of the Hilton Inn

Ceritano said that, in 1969, he saw "the rising wine demand" and began planning to import it. In 1970, he made an agreement with the Italian government for wine produced in his hometown Abruzzi to be given to him in 1975 to sell. He was given a loan to buy the wine; the Courier-Post stated that "He said they gave him $2 million; the government says it was $500,000. Thus was born the Ceritano wine company."

Starting in 1975, Ceritano began to produce advertisements for his Ceritano Wines business, with them frequently being featured on television and radio in the Philadelphia-area. The Inquirer stated that "the face and voice proved to be unforgettable," and led to what he called his "monstrosity of a recognition factor." The Courier-Post described how "Ceritano, with his bushy moustache, toothy grin and thick accent, projected an image of a 'little old Italian wine-maker' that charmed the Philadelphia public into buying his wines," and later called him "one of the all-time masters of self-promotion," noting that the commercials "earned him a cult following." In his commercials – which Ceritano claimed to have ad-libbed and spent less than $200 on to produce – he repeated his business's slogan: "Drink my wine, only if it gives you a moment of joy." During this time, a fan club for Ceritano was created by a group of high school girls in South Philadelphia, and Ceritano also was the host of a Saturday night television show that aired on WPHL-TV, called Moment of Joy. His advertisements were often featured at Philadelphia Phillies games, and in 1976, he purchased 31,000 tickets for their playoff games against the Cincinnati Reds and gave them away. By the end of 1976, "his wines had made him a fortune," according to the Courier-Post.

Legal issues and bankruptcy

Personal life and death

Ceritano met Frances Cini, the sister of singer Al Martino, while on a blind date in 1951, and the two married the following year.

WPHL-TV "Moment of Joy" 1977

References

1. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
2. Ancestry.com. U.S., Social Security Applications and Claims Index, 1936-2007 (subscription required). Provo, UT, USA: Ancestry.com Operations, Inc., 2015.
3. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
4. Sardella, Carlo M. (April 23, 1972). "Cherry Hill Tycoon Builds Future for Tenor From His Native Italy". The Philadelphia Inquirer. p. 199 – via Newspapers.com.
5. Avery, Ron (April 7, 1981). "The 'master' teaches how to enjoy life". Courier-Post. p. 31 – via Newspapers.com.
6. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
7. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
8. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
9. Sardella, Carlo M. (April 23, 1972). "Cherry Hill Tycoon Builds Future for Tenor From His Native Italy". The Philadelphia Inquirer. p. 199 – via Newspapers.com.
10. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
11. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
12. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
13. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
14. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
15. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
16. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
17. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
18. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
19. Sardella, Carlo M. (April 23, 1972). "Cherry Hill Tycoon Builds Future for Tenor From His Native Italy". The Philadelphia Inquirer. p. 199 – via Newspapers.com.
20. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
21. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
22. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
23. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
24. "Ceritano On Board". Courier-Post. June 23, 1970. p. 8 – via Newspapers.com.
25. Schmidt, Tom (December 31, 1976). "Hotel Bought By Contractor". Philadelphia Daily News. p. 53 – via Newspapers.com.
26. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
27. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
28. Sardella, Carlo M. (April 23, 1972). "Cherry Hill Tycoon Builds Future for Tenor From His Native Italy". The Philadelphia Inquirer. p. 199 – via Newspapers.com.
29. Petzold, Charles (January 7, 1971). "Voice Heard in Rome Street to Soar in S. Philly". Philadelphia Daily News. p. 25 – via Newspapers.com.
30. Sardella, Carlo M. (April 23, 1972). "Cherry Hill Tycoon Builds Future for Tenor From His Native Italy". The Philadelphia Inquirer. p. 199 – via Newspapers.com.
31. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
32. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
33. Sardella, Carlo M. (April 23, 1972). "Cherry Hill Tycoon Builds Future for Tenor From His Native Italy". The Philadelphia Inquirer. p. 199 – via Newspapers.com.
34. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
35. Madley, Grace (November 23, 1974). "Suburban Allure of Cherry Hill Grows". The Philadelphia Inquirer. p. 27 – via Newspapers.com.
36. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
37. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
38. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
39. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
40. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
41. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
42. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
43. Gutwein-Guenther, Alan (October 1, 1990). "Ceritano's life recalled with a 'moment of joy'". Courier-Post. p. 11 – via Newspapers.com.
44. "Here's Looking at You Again, Armand!". The Philadelphia Inquirer. February 7, 1982. p. 295 – via Newspapers.com.
45. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
46. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
47. Gutwein-Guenther, Alan (October 1, 1990). "Ceritano's life recalled with a 'moment of joy'". Courier-Post. p. 11 – via Newspapers.com.
48. Gutwein-Guenther, Alan (October 1, 1990). "Ceritano's life recalled with a 'moment of joy'". Courier-Post. p. 11 – via Newspapers.com.
49. Byrd, Jerry W. (May 6, 1990). "A. Ceritano, 58, builder and opera enthusiast". The Philadelphia Inquirer. p. 51 – via Newspapers.com.
50. "TV Listings". The Morning News. April 26, 1977. p. 35 – via Newspapers.com.
51. "Here's Looking at You Again, Armand!". The Philadelphia Inquirer. February 7, 1982. p. 295 – via Newspapers.com.
52. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
53. Micko, Lillian (April 12, 1979). "The little old winemaker: Ceritano tries to put together broken dreams". Courier-Post. p. 25, 27 – via Newspapers.com.
54. "TV Listings". The Morning News. April 26, 1977. p. 35 – via Newspapers.com.
55. Knox, Andrea (July 24, 1977). "The wine man tries to charm the wolves". The Philadelphia Inquirer. p. 1, 6 – via Newspapers.com.
56. Gutwein-Guenther, Alan (October 1, 1990). "Ceritano's life recalled with a 'moment of joy'". Courier-Post. p. 11 – via Newspapers.com.