Selling the Sandbar: Marketing the Bowie Knife

Seventeen men stood on a sandbar as the Mississippi River rolled past on either side of this small spit of land. The site had been selected for the meeting because, as a transient sandbar, it stood outside the jurisdiction of both Louisiana and Mississippi’s anti-dueling laws. It was September 19th, 1827, and the men on both sides had travelled many miles to see the culmination of an ugly set of grievances that had originated in Alexandria, Louisiana over voter fraud, slanderous talk, and business disputes. Samuel Levi Wells and Dr. Thomas Harris Maddox squared off with pistols. Each fired two shots, each missed, and the duel ended with a handshake between the two men.

The brawl that would become known as the Sandbar Fight commenced shortly after, making one of its participants, and his weapon of necessity, nationally renowned.

 Many of the men who had come to the sandbar that day had their own share of animosity towards the members of their opposing side. Dr. Richard Cuny, attending as the surgeon supporting Wells in the duel, had previously sparred with Maddox’s second, Colonel Robert Crain. As the groups of men began to break up at the end of the duel, Cuny called out to Crain in a taunting manner. Crain, armed with two pistols, turned on the doctor and fired. The ball missed Cuny, but hit the man next to him, Jim Bowie, in the hip. Bowie dropped to his knees as Cuny and Crain exchanged fire. Chaos ensued as the groups of men rushed at one another, firing pistols and trading blows.

Jim Bowie at the Sandbar Fight

Jim Bowie at the Sandbar Fight

According to accounts, on the day of the fight Bowie carried no weapon other than a large hunting knife that his brother had given him. Recovering from the initial shock of the bullet, Bowie pulled the knife and charged the ranks of Maddox’s supporters. Bowie rushed at Crain, but was brought down again, this time with the butt of the colonel’s pistol. Another of Maddox’s supporters, Major Norris Wright, stepped forward, drew his sword and stabbed the kneeling Bowie in the chest. The deadly blade was deflected by Bowie’s sternum. Bowie grabbed Major Wright, pulled him down, and disemboweled him on the point of his knife. After this bloody act, Bowie was shot twice by the two Blanchard brothers, Alfred and Carey, more supporters of Maddox. Bowie, wheeling on them with his knife, sliced through the forearm of Alfred before collapsing on the sand.

As quickly as the fight had begun it ended as Maddox’s supporting brawlers fell back and a truce was called. Neither Maddox nor Wells had actively participated in the clash, but two of their men now lay dead and several others, including Bowie, were severely injured. Colonel Crain, who minutes before had shot Bowie in the hip, helped him to his feet and the remaining members of each party crossed peacefully back to the Louisiana side of the river. Dr. James Denny, Maddox’s surgeon, saw to Bowie’s wounds after the fight, predicting the knife fighter would not live. Bowie had taken three serious shots, sustained multiple stab wounds, and suffered a concussion from the butt of Colonel Crain’s pistol. Even still, he had managed to kill one man and severely injure another, armed only with his knife.

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Jim Bowie poses with knife displayed

The barbarity of the incident made regional news and soon rose to the national level, with eastern newspapers picking up the story. Jim Bowie survived his wounds after several months of recovery and gained fame throughout the country for his knife fighting skills. The design of the blade itself was described in detail in newspaper accounts, “being longer than an everyday hunting knife,” “strong and of admirable temper,” and resembling “an English carving knife, with the addition of a hilt.” Even while bed-ridden from his wounds, Bowie began to wear his own knife prominently across his chest to show off the weapon to visitors and the press. The Bowie family also saw opportunity arising from the Sandbar Fight, and quickly made efforts to actively link the Bowie name with the famous knife’s design and quality. Bowie’s older brother Resin, who had allegedly given Jim his blade before the Sandbar Incident, began promoting similar knives which he advertised “more trustworthy in the hands of a strong man than a pistol.” Within months of the incident, the name of Bowie was forever linked with the large hilted knives of the southern backcountry.

 As the story of Jim Bowie’s feats with his knife spread, blacksmiths across the country began to receive requests from customers to make them “a knife like Bowie’s.” As far afield as England, the Bowie design became a novelty in knife shops and easterners of the United States purchased Bowie knives as a symbol of the frontier. Even backwoodsmen who were used to such knives adopted the new terminology of the 1830s and requested Bowie knives by name at smithies from St. Louis to the Mexican border. The Red River Herald, of Natchitoches, Louisiana, claimed with hyperbole that “All the steel in the country, it seemed, had immediately been converted into Bowie knives.” By 1830, the Bowie knife became a staple at forgeries across the American continent.

 Jim Bowie was not the first frontiersman to wield a large hunting knife in combat, and almost certainly did not brandish a uniquely designed blade. Similar descriptions of large hilted knives used by Mexican vaqueros appear as early as 1800 along the border regions of Texas. Skinning knives were a necessity of any cattlemen, farmer, trapper or hunter along the frontier and designs for such large knives varied regionally. Bowie_knife_1The other moniker for a Bowie-styled knife, an “Arkansas toothpick” placed the origin of the design in the Ozark region. Several blacksmiths at the time of the Bowie knife craze claimed to have invented, or at least produced, similar blades prior to the Sandbar Fight. While similar knives may have been used by backcountry inhabitants for years prior to Jim Bowie’s rise to distinction, it was not until his publicity that the knife became a formalized product, desired by consumers in high demand.

 The Bowie Knife, or its likeness, was most likely a useful tool long before the fight on the Vidalia Sandbar. However, it rose to prominence through the fame of its wielder and the public fascination with backcountry brutality. National interest continued to follow Jim Bowie west as he immigrated to the Mexican province of Texas and established himself there. The association between Jim Bowie and his knife likewise continued, and when news of the fall of the Alamo appeared in U.S. papers a decade later, it was reported (without proof), that “the body of Bowie was found in the Alamo with his knife in his hand with twenty dead Mexicans around him.” As much or more as the knife benefited Bowie throughout his life, so too did the fame of its owner promote the product itself through his life and legacy. Bowie knives remained popular throughout the 19th century, long after Bowie perished at the Alamo.

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Even 20th Century western comics like this one were quick to draw associations between the knife and its namesake- “Inventor of the Famous Bowie Knife!” appears on the cover of this comic about the adventurer.

The lasting craze of the Bowie knife is nothing unique to the 1830s. Consumer demand spurred on by association with a larger-than-life personality sounds like a phenomenon of the twenty-first century, yet Bowie’s example demonstrates that this type of product promotion is ageless. Jim and the Bowies were quick to attach their name and frontier credentials to the deadly weapon, similar to the way public figures of today jump at the chance to endorse a new pair of shoes, an automobile, or a clothing line. An apt comparison lies in Edward Michael “Bear” Grylls, a contemporary adventurer who in recent years has come out with an entire collection of camping and survival merchandise modelled after his own outdoor fame. The Bowie knife, and its bloody rise to fame through the deeds of its owner on the Vidalia Sandbar, stands as a border country example of such consumer trends. As public demand for products today is spurred on by association with famous individuals, so in the 19th century did the large hilted knifes’ association with Jim Bowie and his incredible feats at the sandbar promote public interest and demand for the blade.

Like this article? Let us know what you thought in the comments below! We’re always happy to answer feedback.

Sources:

Dobie, J. Frank. “James Bowie, Big Dealer” The Southwestern Historical Quarterly Vol. 60, No. 3 (Jan., 1957), pp. 337-357.

Ericson, Eston Everett and David Shulman. “Bowie KnifeAmerican Speech, Duke University Press Vol. 12, No. 1 (Feb., 1937), pp. 77-79.

Hollon, William Eugene. Frontier Violence; Another Look. Oxford University Press, 1974.

Scott, Robert F. “Who Invented the Bowie Knife?Western Folklore Vol. 8, No. 3 (Jul., 1949), pp. 195-201.

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2 thoughts on “Selling the Sandbar: Marketing the Bowie Knife

  1. Pingback: Selling the Sandbar: Marketing the Bowie Knife | The History Bandits | First Night History

  2. Pingback: Podcast Sources: 61-80 | The Dollop Podcast

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