Word: edgar
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Dates: during 1960-1969
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From the Pulpit. Lyndon Johnson himself seemed to sense the moment as he studied the faces that gazed at him. In the visitors' gallery were Lady Bird, Lynda (Luci stayed home to study), and their guest J. Edgar Hoover; on the House floor were scores of former colleagues, the Cabinet, Chief Justice Warren and four Associate Justices of the Supreme Court. Other faces were conspicuous for their absence. The entire congressional delegations of Mississippi and Virginia and a host of fellow Southerners had deliberately stayed away...
...Generation. Edgar Bronfman has steadily been assuming more power. Father still bosses the parent company, Montreal-based Distillers Corp.-Seagrams Ltd., but Edgar since 1957 has headed the mighty U.S. subsidiary, Joseph E. Seagram & Sons. At his order, it will soon bring out not only bottled cocktails, but also ten other new drinks in the most ambitious marketing program ever undertaken by any distiller. As the first step in that program, he jetted last week to Los Angeles to introduce a lighter blend of Four Roses in a bottle shaped like a fat paddle...
...this week will begin marketing the four most popular U.S. cocktails-martini, Manhattan, whisky sour and daiquiri. The first shipments will go to Connecticut and northern New York, and then the Calvert cocktails will be gradually introduced around the U.S. Sam Bronfman seems so smitten with the idea that Edgar may put out mixed drinks under the costlier Seagram label, which has always been Sam's pet trademark...
...Pipers to compete against the bestselling U.S. Scotch, Schenley's Cutty Sark, which happens to be the favorite of Lyndon Johnson. The new liqueurs will have a more limited market than the mixed drinks and Scotches, but will be more profitable. "It is our philosophy," says Edgar, "that as costs keep going up we have to come out with higher margin items...
Heat from Father. Selling to 119 countries, Joseph Seagram last year accounted for 87% of the parent company's volume, earned $17 million on sales of $796 million (including excise taxes). Edgar figures to raise the total soon to $1 billion. "There's a little heat from my father to do it," he says. While supervising the U.S.'s two bestselling whiskies, Seagram's 7 Crown and V.O., Edgar has become a strong believer in market research, "but not as a substitute for intelligence." And every day he sits, sips, and selects blends with his master...