Word: dcl
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Dates: during 1933-1933
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...great Scotch whiskey trust, Distillers Co. Ltd., has about 100,000,000 gal. which it would dearly love to sell in the U. S. The big hurdle is a $5-a-gallon tariff which will probably be upped to stimulate domestic grain consumption. DCL, like Bacardi, has taken its time about the U. S. market, has kept liquormen with their tongues hanging out over who was to sell Johnny Walker, Haig & Haig, Dewar and Gordon gin. The assignment of only two brands was definitely known so late as last week: Black & White to National Distillers and Johnny Walker to Canada...
...Dewar's Scotch were the chief whiskeys in General Foods' eye, and also Gordon's Gin. The last was a cause for much debate and speculation. The importing company that had Gordon's in the old days had come sufficiently to life to give DCL legal pause in assigning this agency afresh. Observers waited to see whether the Gordon prize would fall to the General Foods crowd, led by its hustling Chairman Edward F. ("Ed") Hutton and Thomas L. Chadbourne, or to National Distillers for whom, for the sake of his insurance business, James Roosevelt...
...could push whiskey into a respectable place high in big business circles. Seton Porter and his associates were keenly aware of their social responsibilities. For his own company, as No. i whiskey man, he cherished the hope that it might some day have the swank of Britain's DCL. Competition would be terrific and rum was a Demon but all he wanted was a fair opportunity to saw the horns off his beast...