Word: drink
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Dates: during 1960-1969
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...down their cooking, bathhouse hours were restricted, swimming pools closed. On the narrow side streets, police water trucks-usually employed to quell riots-filled housewives' buckets with water hauled in from nearby rivers. In the Ginza nightclubs, B-girls pushed dry martinis, urged thirsty tourists to "drink your whiskey without water and help save Tokyo...
...have their minds set on seeing the main attractions spend a good part of a day standing in queues. Transportation is expensive: it costs $3 just to board a Greyhound escorter-if you can find one. The hardest thing of all to track down is a cool soft drink, and even that entails waiting in line...
Though a few other diet drinks preceded it, Diet-Rite was the first to really tap the 40 million Americans who are classed as "active weight watchers." Royal Crown has been working on it for years in the labs, was ready to take advantage of the diet fad three years ago. Royal Crown's energetic president Wilbur H. Glenn persuaded merchants to move Diet-Rite away from the dietetic foods and into the regular soft-drink area, has seen sales go from nothing to more than half of Royal Crown's $37 million in sales last year...
Once Royal Crown proved that diet drinks were no fad, the big bottlers pushed diet drinks of their own. Canada Dry President Roy W. Moore Jr. brought to market no fewer than eight diet drinks, from coffee flavor to ginger ale. Coca-Cola launched Tab, and Pepsi-Cola brought out Patio Diet Cola. Pepsi President Donald Kendall recently decided to take advantage of the $30 million spent advertising Pepsi this year, has begun to phase out Patio Diet in favor of a new drink called Diet-Pepsi, which is being promoted with the slogan "Enjoy Pepsi either...
Cognac & Coconuts. The diet-drink boom is taking place side by side with a major shift in U.S. tastes to more offbeat flavors and less sweet soft drinks. Soft drinkers can now choose from more than 300 different labels, flavored with everything from cognac (Dr Pepper's Pommac) to coconut milk (Yoo-Hoo's Milkette). Schweppes' Bitter Lemon now accounts for a third of Schweppes' sales in the U.S., though it has only been on the market one year. Even Elsie the Cow is out to milk the market. Borden has just put on the shelves...