Word: heubleins
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Dates: during 1960-1969
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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...
...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...
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...