Word: bourbon
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Dates: during 1970-1979
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Whatever the outcome, it is almost inevitable that more Americans will become wine drinkers. Some converts to the grape will come seeking a change from the burning toughness of gin and bourbon. Others will move up from pop wine to drier, more complex wines. Americans seem to be shedding the nation's raw, hard-drinking past for a new, more subtle way of indulging themselves. As Thomas Jefferson said: "No nation is drunken where wine is cheap; and none sober where the dearness of wine substitutes ardent spirits as the common beverage...
Born. To The Netherlands Princess Irene, 33, and Prince Carlos Hugo de Bourbon-Parma, 42: twins, a boy and girl, their second son and first daughter; in Nijmegen, The Netherlands Names: Jaime Bernardo and Marguarita Maria Beatrice...
...rules let distillers make just about what they wanted. Light whiskey is slightly darker in color than Scotch, but noticeably paler than bourbon. Distilled like foreign whiskies, at high proof, it is later diluted and sold at 80 to 86 proof (v. bourbon's usual 86 to 100 proof). The result is by far the smoothest American whiskey, with a flavor close to that of Canadian. Says Joseph C. Haefelin, research director of American Distilling Co., which is producing Royal American light whiskey: "This is not a big-black-cigar whiskey. It's more a filter-cigarette whiskey...
...should be nearly everywhere by September. The price for light whiskey will be about the same as for premium blends, or $2 a fifth less than for name brands of Scotch. The most widely promoted brand at first will be Crow Light, made by National Distillers (Old Crow bourbon). It has been pitching Crow Light in trade journals with an ad showing a long-haired drinker announcing "a clean break with the past." Seagram, the world's largest distiller, will diversify its Four Roses blend and begin selling a "light blend" under the same name. The company will also...
...stowed away turns out to be something less than a heavy seller, distillers can win back much of their $2 billion investment. They can mix light whiskey into regular blended whiskies, so long as they do not call them "light." Says William J. Marshall, president of the Bourbon Institute: "The distillers can use light whiskey instead of grain alcohol to smooth out the premium blends and put on a label saying that the product is four years...