Word: haefelin
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Dates: during 1970-1979
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...Some liquor executives were privately dubious about light whisky from the beginning, and made large quantities only to be ready in case the drink did catch on. Others are waiting to see which brands survive the introductory period and thus prove worth the risk of promoting hard. Says Joseph Haefelin, vice president of American Distilling: "Money is tight and most distillers are waiting for the full market reaction." A few lights are selling well anyhow, but this is partly because of their association with traditional brands. National Distillers' Crow Light benefits from the similarity of its name to famous...
...than bourbon. Distilled like foreign whiskies, at high proof, it is later diluted and sold at 80 to 86 proof (v. bourbon's usual 86 to 100 proof). The result is by far the smoothest American whiskey, with a flavor close to that of Canadian. Says Joseph C. Haefelin, research director of American Distilling Co., which is producing Royal American light whiskey: "This is not a big-black-cigar whiskey. It's more a filter-cigarette whiskey...
...campaign that usually introduces a new product. True, some companies held up advertising to wait for full national distribution; Executive Vice President Howard Feldman allows that Schenley will support its new brands with a "substantial" ad budget later in the year. But overall, says American Distilling's Haefelin, whiskey executives "are going to stick their heads into the market and look around before they announce their plans...
Most U.S. whisky men agree with Joseph Haefelin, American Distilling's vice president and research director, who says, "Light whisky will make it because it is in tune with the times." The times have not been kind to bourbons and rye blends, which are often the preference of a breed that seems to be vanishing-the men who take their tots neat. Though both types of whisky continue to rank first in the thirst of U.S. drinkers, their appeal is diminishing. Vodka, the quintessential light drink, with little flavor and less aroma, is becoming increasingly popular. Scotch and Canadian...
...bringing out a light whisky, but until recently they were effectively barred from making it. Federal law required that anything labelled "whisky" had to be distilled at less than 160 proof-because the lower the proof of distillation, the more pronounced the flavor. The whisky executives, led by Haefelin, argued that spirits distilled between 160 and 190 proof, as the lights are, still had enough taste to be called whisky. They also contended that the flavor would improve if this whisky were allowed to mature in used casks-like Scotch and Canadian whisky-rather than the new ones required...
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