Word: beers
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Dates: during 1960-1969
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...Reason: 582-year-old Löwenbräu, the largest Bavarian brewery, is pressing exports harder than ever. Its domestic sales are concentrated in Bavaria (well-entrenched regional breweries dominate elsewhere in Germany) and Bavarian consumption is flattening out despite the low cost of a pint bottle of beer (13?). Löwenbräu's rising exports to 100 nations now account for 33% of its volume...
...company's sales of $23 million last year (up 15%) came from a variety of enterprises. Like most German breweries, it owns and leases restaurants and beer halls to make sure that only Lowenbrau-German for "lion's brew"-is served in them. Löwenbräu is also a Munich Coca-Cola bottler. But beer remains by far the company's biggest product-26 million gallons this year. It comes in 16 varieties, from a 1.5% light beer for expectant mothers to a heady 6% brew so nourishing that Bavarian monks in the past drank...
Something for Christmas. Half of Bergdolt's exports go to the U.S., where Löwenbräu is the largest seller among 80 imported beers (having overtaken Heineken in 1963), though the imports together represent less than 1% of all U.S. beer sales. Surveys show that the U.S. Löwenbräu drinker is mainly a city executive earning more than $10,000. "We won't change the Scotch drinker," says Importer Dieter Holterbosch, "but we want him to choose Löwenbräu when he has a beer." As one way to persuade...
...Meaning "March beer," because it is brewed in March and ages until the Oktoberfest...
Bars without rich smells but only spilled beer not wiped away, and neon blinking greenly, are no lovelier here than any other place. Urine long gone dead in hall-ways stinks as bad on Columbus Avenue as it does up two blocks from Charles Street or down two blocks from Harvard Square. And women on the corner, winos in the doorways, cops with callous faces and hardened eyes, do not summon up for me, as they do for some poetical white spirits, any vast romantic phantasies of luscious and previously unknown satisfactions...