Word: drinking
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Dates: during 1970-1979
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After his father's death in 1962, Saji took over and launched an aggressive drive to persuade Japanese to drink whisky instead of sake with their lunch...
...princes. And corruption reaches the sky there. So they better be careful. They have South Yemen on their border, and in South Yemen there are already Cubans. So they shouldn't behave so haughtily toward everybody, including Israel. They have all that oil, but they cannot drink it. They have to sell that oil to get those billions of petrodollars. So they better be careful and think about their own safety and not try to exploit the issue of East Jerusalem...
...Work hard, drink hard" is not exactly a national motto, but the Japanese seem to do both with rare dedication. Last year they spent a staggering $17.8 billion on alcoholic beverages, up fivefold from ten years ago. Of the $222 that the average Japanese adult invests in hard stuff every year,* 42% goes for beer and 31% for sake (rice wine). What is remarkable is the rise of a Western spirit: whisky. It accounts for 20% of all alcohol sales and comes in scores of brands, more than half of them made in Japan...
...picked up the taste from British seamen. He opened the first Japanese whisky distillery, using as working drawings for the equipment rough sketches of pot stills brought back from Scotland. Lighter and possessing slightly more body than most Scotch whiskies, premium 84-proof Suntory brands, which almost all Japanese drink mixed with water or soda, are deemed by many experts to be first-class blends...
Among other tactics, he used such Western personalities as Sammy Davis Jr. to tout Suntory on TV. Some Suntory salesmen were attacked by knife-wielding chefs outraged at the attempt to Westernize the traditional Japanese cuisine by urging diners to drink Scotch instead of sake. But today millions of homes and almost every bar and restaurant stock at least some of Suntory's 15 brands. In price and quality, they range widely. The pedestrian Torys costs $2.25 a fifth, while Suntory's best, called The Whiskey, goes for a heady $250. Most popular brand: Suntory Old, which retails...