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Sir Thomas Johnstone Lipton, 1st Baronet was a Scotsman of Ulster-Scots parentage who was a self-made man, as company founder of Lipton Tea, merchant, philanthropist and yachtsman who lost 5 straight America's Cup races. He engaged extensive advertising for his chain of tea stores and his brand of Lipton teas. He boasted that his secret for success was selling the best goods at the cheapest prices, harnessing the power of advertising, and always being optimistic. He was the most persistent challenger in the history of the America's Cup yacht race.