Word: heublein
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...laughter does not last long. Byrrh is a French aperitif wine that has up to now been unfamiliar to Americans, but it is getting a big introduction from a company that knows what Americans like to drink and how to sell it to them: Hartford's Heublein, Inc. Heublein (pronounced Hue-bline) invented the ready-made cocktail, led the trend to vodka drinking in the U.S., and was among the first to take advantage of the shift to sweeter and lighter alcoholic drinks. The company makes or distributes about 125 different products, ranging from Smirnoff Vodka to Grey-Poupon...
Appeal to Youth. Founded as a family wholesale wine dealer in 1875, Heublein moved into distilling and distributing liquor, gradually acquired the importing and distribution rights for many well-known foreign products: Perrier Mineral Water, Harvey's sherries, Rose's Lime Juice, Irish Mist Liqueur, Guinness Stout. In its four plants it now makes vodka, gin, mixed cocktails, a line of liqueurs and several food products, including a breakfast cereal called Maypo. Through acquisitions, the success of its products and some high-powered promotion, the company has boosted its sales from $37 million a decade...
...Heublein's market researchers, who go in for a lot of bar-hopping to find out what Americans drink, believe that there is an increasing trend to drinks in which the whisky taste is either disguised or nonexistent. This theory is behind the biggest ingredient in Heublein's success: vodka. The company paid a White Russian $14,000 for his Smirnoff distillery in Bethel, Conn., in 1939, but did not really decide until the 1950s to convert whisky-drinking Americans to the almost tasteless drink...
...Edgar Miles Bronfman, 33, son of the company's Canadian founder and president, credits the switch to lightness to the influence of women, who prefer drinks without a lingering taste, and of young people, who find the "lights" easier to learn on. "Basically," argues Chairman John Martin of Heublein, which specializes in vodka (Smirnoff) and ready-mixed cocktails, "Americans don't like the taste of alcohol-it's too strong for them." Slightly more than half of the liquor Americans drink is still considered heavy by the new standards-such as bourbons and most blends...
...snatching away Mantle's milk money, the FTC took a line that could put a painful crimp in the $500 million-a-year business of testimonial advertising. Does Arthur Godfrey really use Sucaryl? Does Comedian Tom Poston actually sip Heublein martinis? Is it a fact that New York Giants' Quarterback Charley Conerly deodorizes himself with Trig? If the FTC vigorously enforces its policy, an eager world may yet learn the answers to all these questions and more...