Word: heublein
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Part way through Heublein Inc.'s third annual wine auction in San Francisco last week, Auctioneer J. Michael Broadbent apologized for being unable to distribute samples of his next offering, Lot No. 56. He did not have to explain why. Lot No. 56 consisted of a single 24-ounce bottle of Château Lafite, vintage 1846, that was described as "quite unfaded and fantastic." After several minutes of quiet, tense bidding, it was sold to Laurence Bender, a 25-year-old officer of Boston's venerable wine and spirits merchants, John Gilbert Jr. Co. The price...
Spirited Selling. Heublein, which in recent years has bought several wineries in California's Napa Valley, stages its auctions to promote the expanding U.S. wine market (TIME, March 1), which has grown by 60% in total sales during the past decade. The price of rare wines, both foreign and domestic, is apparently rising even faster. Last week's auction grossed more than $230,000 (v. $55,000 and $106,000 in 1969 and 1970), and many lots fetched four to five times the price that Heublein's experts had expected. Broadbent, wine director of London...
...Vineyards in the Napa Valley, a prime wine area north of San Francisco. Russell Green gave up his $100,000-a-year job as president of Signal Oil & Gas Co. to buy the sleepy Simi Winery Co. in Healdsburg. Both Switzerland's Nestlé and Connecticut's Heublein purchased Napa Valley wineries last year. Though it can take a decade to reap any return from new vines, Widmer's Wine Cellars of New York, now controlled by mustard-making R.T. French Co., is spending $5,000,000 to buy and clear 400 Sonoma County acres and start...
Until 1958, under the code of the Distilled Spirits Institute, the industry trade organization, women models could not appear in liquor advertising. When the code was eased, Heublein, Inc., pioneered with a bottled-martini ad that included two cocktails on a table, a smiling young matron, and the phrase: "A wife's warmest welcome is well chilled." At first, like the Heublein lady, women could not be shown touching a glass or a bottle. Canadian Club's new approach indicates that women can share both the adventure and the whisky. The most recent Seagram gin ad shows...
Through intensive publicity and clever advertising ("It leaves you breathless"), Heublein succeeded with Smirnoff far beyond its hopes. Vodka somehow appealed to youth, seemed lighter and thus less fattening (it isn't), and was so versatile that it could be mixed in anything from a Bloody Mary to a Russian Virgin (vodka with a whisper of Cointreau). It has been the fastest-growing liquor in the U.S. for the past five years and now accounts for 70% of Heublein's total sales; Smirnoff has also become the fourth biggest seller among all liquor brands...