Word: bourbonic
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...north of the border; prized brands like José Cuervo 1800 and Sauza Conmemorativo sell for $10 to $11 a fifth. Nonetheless, at outlets such as Liquor Castle in Beverly Hills, which sells 20 cases a month, tequila sales are doubling every year. Says Owner Simon Levi: "Tequila outsells bourbon 5 to 1. I've been in the business 40 years and I've never seen anything like it. It's like vodka was ten years...
...right. Many liquor companies have been putting more distilled water and less alcohol into whisky and gin. During the past 20 months, the distillers of more than 100 labeled brands, including Seagram's 7 Crown, Four Roses, Hiram Walker's Imperial American blended whisky and Jim Beam bourbon, have reduced the proof from 86 to 80-without lowering the price or advertising the fact beyond printing the new proof on bottle labels. (Proof is twice the percentage of alcohol: an 86-proof whisky contains 43% alcohol and an 80-proof brand 40%.) Gordon's and Gilbey...
Distillers claim that they are trying to serve the changing tastes of U.S. drinkers, who for a generation have been shifting away from the stronger native spirits, like 100-proof bourbon (still generally available), and buying more of the lighter-tasting Scotch and Canadian whiskies. Sam Chilcote, a spokesman for the Distilled Spirits Council of the U.S., calls the move toward lower proof "a marketing decision reflecting ... preference habits of consumers," and Carmel Tintle, vice president for corporate affairs for American Distilling, refers to it as part of a "trend toward moderation." All this may sound eminently reasonable...
...assert, paradoxically, that most drinkers cannot tell the difference in taste between 86-proof and 80-proof whisky anyway. Consumer resistance to the change, they say, is small. Still, some brands have not joined the trend. Schenley Industries, for example, is running ads pointing out that its Ancient Age bourbon is still, at 86 proof, as strong as ever. Also, there is a stern limit to the watering-down trend: 80 proof is the lowest the Federal Government will let a distiller go and still call his product whisky...
...correspond at all to his own inner reality. Allan Felix in Play It Again, Sam is haunted by the specter of Bogart--when his wife leaves him, he can only ask himself what Bogey would have done. Bogey would have mended himself with the aid of a little bourbon and soda. But, Allen reflects, if he himself has "one thimbleful of bourbon, I run out and get tattoed...