Word: liquor
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Dates: during 1970-1979
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Then there are coffee houses with music. Reflections on Mt. Auburn St., Passims on Palmer St., and the Idler on Mt. Auburn under the Blue Parrot all have folk music several nights a week. Reflections serves African food, the Idler serves food and liquor, and Passims has the best music (if the highest cover charge...
...That first shot of Scotch or bourbon-consumed, perhaps, during a surreptitious afternoon raid on Dad's liquor cabinet-tasted invariably like oil, or worse. For those who could not acquire the taste for the hard stuff, the answer was abstinence, beer or some sort of cocktail. Today, many liquor companies are gambling that there is a new category of American-those weaned on Tootsie Rolls, malts and Life Savers -who have been panting for something else: a souped-up soft drink...
...Cows, a line of ready-mixed drinks made from neutral spirits and a nondairy-based milk simulant that is sold in seven vividly colored flavors. The mild-mannered, 30-proof Cows were an instant hit among such relatively "dry" groups as women, kids and elderly people. Some liquor men, though, have their doubts about the staying power of these milkshakes-with-a-kick. Says Vice President Paul Shuman of Louisville-based Glenmore Distilleries Co., which rushed out strawberry, banana and white-chocolate 30-proof Snowshakes to compete with the Cows: "The milk-type drinks have leveled off to a very...
Other varieties of sweet booze are selling well. Sales of prepared cocktails rose about 21% last year, v. 0.6% for the liquor industry as a whole. Besides its "full-strength" (up to 75 proof) cocktails such as tequila sunrises and mai tais, Heublein is also marketing drinks with less punch (as low as 25 proof) but more in the way of vivid color: the Pink Squirrel, for instance, could be taken for Pepto-Bismol. Schenley is bidding for a share of the premixed market with a new line of twelve drinks-including an apricot sour...
Soft-core booze can be very profitable: a fifth of Cow-at 30 proof barely stronger than wine-can retail for $4. Americans still drink up 2.69 gallons of booze per capita annually and spend more than $30 billion a year on alcohol, but hard-liquor drinking appears to be declining. If yummy highs continue to be the vogue, liquor dealers' shelves should be loaded with creme de strawberry and tutti-frutti vodkas for some time to come...