Word: beers
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Dates: during 1970-1979
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...Correspondent Morley Safer asked her about marijuana, Mrs. Ford said that she assumed her four children had sampled it and that she probably would have tried it herself when she was young: "It's the type of thing that the young people have to experience, like your first beer or your first cigarette." As for her husband, the imperturbable Mrs. Ford observed that "he still enjoys a pretty girl, [but] he really doesn't have time for outside entertainment because I keep him busy...
Associate Editor Mayo Mohs brought similar journalistic dedication to this week's story on the beer industry (see ECONOMY & BUSINESS). A beer connoisseur since college days, Mohs has savored on his travels such exotic brews as Red China's official Tsingtao and a Thai beer called Singhe, which is reputedly one of the world's most potent. Mohs' selfless research continued during a recent weekend trip to the White Mountains of New Hampshire. There he sampled several Northeastern small-brewery beers, savoring each bouquet as if it were a Château Mouton-Rothschild. Unfortunately...
Superficially, everything would seem to be heading up for the beer business. Per capita consumption of the golden brew in the U.S. last year reached an all-time high, currently equaling about a six-pack a week for every American 18 and over. Beer sales for the past several years have been going up 4% to 5% annually; so far, the rise in 1975 is running around 2%-not bad for a recession year...
...near-term future looks even more yeasty. The number of people in the prime beer-drinking age (21 to 35) will keep increasing into the 1980s. More women are drinking beer, a trend brewers are encouraging by bringing out low-calorie beers and 7-oz. bottles. Beer consumption is rising in the South, traditionally the land of bourbon and Dr Pepper. Even some competitors seem to be unwittingly helping the brewers: soft-drink makers have posted such huge price increases that in California and some other areas, it now costs little more to pick up a six-pack...
High Attrition. By one measure, the beer industry for decades has been shrinking faster than it has been growing. About 700 companies began brewing beer legally when Prohibition ended in 1933; today there are only 54, operating some 100 breweries. The attrition rate is still high, and it is even beginning to include some of beer's biggest names. Falstaff Brewing of St. Louis, for instance, had raised itself to fifth place in 1972 by swallowing, over a period of years, brewers of such popular regional beers as Rhode Island's Narragansett and New Jersey's Ballantine...