Word: beers
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Dates: during 1960-1969
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Strong Drinks. Though beer went into cans without trouble, it took years of research to find inside coatings that would resist the acids in soft drinks, (In early trials, grape soda came out of the can a nauseous white.) Once the problems were licked, the steel companies and canmakers spared no expense to publicize some advantages that cans have over bottles, i.e., they are unbreakable, lighter (and hence cheaper to ship), and do not have to be returned. To persuade soft-drink manufacturers that their ads ought to feature happy citizens swigging their soda pop from cans, both American...
Bottlemakers, who were slow to awaken to the can threat in the beer business, are fighting back harder on soft drinks. Individual bottle producers are giving soft-drink companies 10? a case ($3,500,000 a year) in advertising subsidies to push bottles, and the Glass Container Manufacturers Institute is spending $1,500,000 this year to boost the virtues of glass ("Glass is pure, never alters original flavors...
...beer that may some day make Milan famous is quite unlike the usual watery Italian brew. On the autostrada running west out of Milan, the first German brewery to be built in Italy is now under construction. When it goes into production next spring, the Prinzen Brau brewery will produce 1,350,000 gallons of heady, German-style beer a year. The man behind Prinzen Bräu: West Germany's Rudolph-August Oetker, 46, a publicity-shunning tycoon who has built an inherited baking powder business into a 100-company complex with interests ranging from shipping to insurance...
After centuries of tippling almost exclusively on wine, Italians are now drinking beer in mounting quantities; since 1957, their per capita consumption of beer has increased to 1½ gal. a year-not much, but enough to make a brewer's mouth water at the future prospects. To ensure a splashing welcome for his product, Oetker has prudently included a handful of leading Italian businessmen in his new venture. Prinzen Bräu's president is Dr. Giovanni Maria Vitelli, head of Turin's influential Chamber of Commerce, and among the members of the company...
Prinzen Bräu will sell for the same price as Italian beer-16? per bottle-and should benefit from an intensive advertising campaign already undertaken by the Italian beer industry. Until recently, the industry's favorite slogan was "Drink beer and you will live to be 100." But that was dropped after not one of the 30 centenarians rounded up by the beer barons for a much ballyhooed Roman banquet would testify that it was beer that had done the trick. The industry's new slogan is a little more ageless: "Beer is good...