Word: malte
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Dates: during 1960-1969
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...Detroit's Carl Porter, a 28-year-old Wayne State graduate, has built up his Theme Productions by producing and selling radio commercials as we as distinctive, hard-rhythm station breaks. "We squeeze 50 tons of soul into six seconds," he says. Porter creates radio spots for Mustang Malt Liquor, Lanolin Plus Liquid, Mystery of Black Cosmetics and other products, and his billings are running at a rate of $450,000 this year. He argues that only a black firm can "get the ear" of modern blacks, but concedes that not even he can communicate with all of them...
...just moist. In 1860, it consumed 3.25 gallons of distilled spirits per capita; today that figure is only slightly more than 1.5 gallons. What has happened is that per-capita wine consumption has risen from one-third gallon to nearly one gallon a year; the consumption of malt liquors (beer and ale) from about three gallons to more than 16. Indeed, beer, which contains only 4% alcohol, as against 12% for table wines, 20% for fortified wines and 40% to 50% for distilled spirits, accounted for all but a small fraction-13% last year-of the volume of alcoholic beverages...
...time when songs sold in single 45's, and album covers could be read. A time when teenage idols dressed in pink-sequined tuxedoes and sang of schoolrooms and malt shops and juke boxes. A time when singers could have names like "Buddy" and "Elvis" and "Chuck"--"Chuck Berry...
Rheingold figures that it will be able to keep that level rising with what it proudly calls the world's first no-carbohydrate beer. The company insists that Gablinger's is a genuine beer with no ingredients-neither hops, malt nor alcohol-removed. Instead, it says, a mysterious carbohydrate-destroying enzyme has been added...
...mother us," says Dick, 28. "We're so college-looking and clean-cut," says Tom, 30. "The American Legion likes us and so does the left wing." And so does every wing of the younger generation. The boys have the jug-eared look of Nebraska citybillies, or malt-shop cowboys. Even when they are mildly suggestive, they seem as harmless as two choirboys sneaking a smoke behind the organ. Their style might be described as hokey hip, wholesome enough to trade hayseed one-liners with Guest Jim Nabors (TV's Gomer Pyle), upbeat enough to book such shaggy...