Word: bourbon
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Smith, who drinks sparingly but ages his own 150-proof bourbon in special barrels for his friends, at first balked at the introduction of liquor on airlines. Later he decided to serve it-free. Says he: "It costs you more money to sell liquor than to give it away. Also, we don't want our girls to sell whisky. Would you want your daughter to be an airline hostess if she sold whisky...
Whiskey Americain. Rosenstiel is not only betting on lighter, milder bourbon to take 50% of the U.S. market for domestic whisky this year, but hopes to sell it heavily abroad where bourbon is more foreign than vodka is to Americans. Musing over possible results, the trade magazine Advertising Age printed an imaginary dialogue in a Paris bistro...
...Avez-vous du bourbon? . . . C'est un whiskey americain...
...avez-vous jamais en-tendu parler du Bourbon Institute...
...Bourbon Institute? Qu'est-ce que c'est? Est-ce un hopital? Non? Un musee? Non? Alors, monsieur, je regrette...