Word: glenlivet
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...their craggy names. Once you've learned how to pronounce it, who can resist ordering a dram of Bunnahabhain? (Try Bu-na-HA-ven.) Worldwide, the single- malt sales leader is Glenfiddich, owned by William Grant & Sons, but in the U.S. it runs a distant second to the Glenlivet, produced by Scotland's oldest licensed distillery (1824) and a shrewd purchase by Seagram...
Another ad in this vein epitomizes the bizarre uses of literature as a commodity. It advertises Glenlivet, a brand of whisky. The ad portrays a tiny man climbing up on a bookshelf trying to reach a bottle of Glenlivet which has been lined up with leather-bound books and which, with its elegant, dark green bottle and carefully calligraphied label, fits right in. The books on the shelf have strange titles like Size Dification in Humans and The Case of the Shrinking...
...copy underneath this practically inexplicable visual reads "The Glenlivet. Just Slightly Out of Reach." The effect is to emphasize that this type of whiskey is too prestigious, too refined, for mere mortals who are puny and insignificant compared to the grandeur of Glenlivet whiskey. The allure of the unachieveable that the ad plays on is linked with the books that accompany the whiskey on the shelf. These books have an offputting, "artsy" exterior, not to mention that each title remarks on the diminishing stature of humans...
Since 1972, the American impact on Aberdeen has been increasing relentlessly. On Union Street, the shopping center, Dunn & Company, hatters, now carry Stetsons, and Grocer Hamilton Ross stocks Jack Daniel's and Old Grand-Dad next to Glenlivet malt Scotch. For Southern U.S. tastes, there are jalapeno peppers, barbecue sauce and Smucker's blueberry syrup...
...delight of a few well-heeled connoisseurs, Glenlivet bottles about 3,000 cases of pure malt liquor a year, ships 90% of it to the U.S., where it sells for $10.39 a bottle, including taxes and duties. Glenlivet's Smith Grant has never advertised in the U.S., thinks that U.S. drinking habits are against a big market for his whisky. Like most Scotsmen, who say that straight Glenlivet "goes down singing hymns," he is horrified at the U.S. custom of drowning Scotch in water or soda, gulping it down iced...