Word: drink
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Dates: during 1960-1969
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...Basques, and they are groomed and guarded as carefully as any race horse. They start training at eight or nine, arrive in the U.S. at 16, spend two years playing in minor-league Florida frontons before getting a crack at Miami's big time. They are forbidden to drink anything stronger than wine, are locked into their quarters before every night's matches -so that they cannot be approached by gamblers. But there are compensations: top players get $20,000 a season, and late Saturday night, when the week's work is over, the stage-door Jeanies...
...Arabist Marshall Hodgson, author of The Assassins. James Redfield, son of the founder, is a classicist with a bent for cultural anthropology. Mircea Eliade is a professor of the history of religions, a Jungian psychologist, a novelist in Rumanian, and the envy of his students for being able to "drink whisky all night and never drop a line of conversation...
...French abstain when they can from their ill-tasting tap water in favor of vin ordinaire, and abhor the ice water that Americans call for. Such Gallic hydrophobia does not apply, however, to bottled mineral water. In the course of a year, the French drink 1.2 billion bottles drawn from 3,000 springs, or 25 bottles for every man, woman and child. By far France's biggest producer of mineral water is Source Perrier, a $79 million firm that has grown so prosperous from its natural springs that it now owns seven mineral water companies, a soft drink company...
Unclothed Blonde. French interests bought back the spring after World War II, began advertising Perrier as the common man's drink, using endorsements from bicycle riders and track stars. Although the company shies from medical claims, French doctors often prescribe Perrier for mal de mer and morning sickness. Taken by itself or as a mixer with liquor or wine, Perrier is selling at the rate of 208 million bottles a year-and the company produces another 245 million bottles at other springs under five other brand names...
Under President Gustave Leven, 48, Perrier plans further diversification. It already bottles Pschitt orange and lemon soda and plans to market another soft drink in February. Now France's biggest advertiser, Perrier draws attention with a winsome and unclothed blonde who is a cross between Brigitte Bardot and the White Rock Girl. The company exports about 25% of its Perrier production to, among other countries, the U.S., which used to drink 6,000,000 bottles a year during Prohibition. U.S. demand for Perrier fell with repeal and the return of other liquids to choose from, but is now climbing...