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...importation of Scotch whisky has increased about ninefold in the past 27 years. In 1961 U.S. drinkers bought 20,366,103 gal., 5.6% more than the year before and double the figure for a decade ago. Consumption in 1962 is running higher still, making Scotch Britain's second biggest export to the U.S., after nonelectric machinery...
Even more dramatic is the sudden emergence of Scotch as the status tipple in Europe. West Germany imported 504,131 gal. of Scotch in 1959; last year the total was up to 808,919 gal., and the estimates for 1962 run to 1,000,000. "It's the thing to drink if you want to belong to the Oberen Zehntausend [upper ten thousand]," explained a Bonn bartender. Smart Italians ask for their "ooeesky" Us do (straight) or con ghiàccio (on the rocks), and hosts pour their guests hefty slugs in large glasses, which are then nursed...
Scotch consumption in France was held down by miniscule import quotas until 1960. But in 1961 the French imported 841,459 gal., and by the end of this year will have drunk considerably more. Cognac, however, is not on the rocks: during the same period its worldwide sales jumped from about 9 million to some 13 million bottles...
Price wars have spread like a rash across the nation, dumping prices in some places to as low as 13.9? per gal. (it remains 35.9? in New York City). Business is so competitive that last year 37% of the nation's 220,000 service stations changed hands or closed down, the highest turnover rate in U.S. retailing. In Chicago, where the battle is sharpest, half of the stations changed hands. The war has hit the major oil companies where it hurts most: the profits of Gulf, Sun, Indiana Standard and Sinclair were down by 9% to 24% in this...
Several years ago, major companies began to get rid of their excess gasoline by wholesaling it to private-brand operators, who then underpriced the big firms' stations by 2? or 3? per gal. The independents began to grab off 20% of the business in some areas. Last year, to protect their own stations, Gulf introduced its "subregular" Gulftane, and Sun brought out its Blue Sunoco 190, which compete directly with the independents' prices. Other major oil companies also cut prices, financed the local fights by keeping prices high at their stations on superhighways...