Word: manne
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Dates: during 1960-1969
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...outgrowth of a men's-wear trade magazine, Editor Arnold Gingrich sought literary quality to complement his fashion features-and got it at $100 a story from Depression-pressed authors like F. Scott Fitzgerald, e. e. cummings, Dashiell Hammett, Ezra Pound, Thomas Wolfe and Thomas Mann. One exception: Ernest Hemingway, who characteristically demanded and got $200. Much of Esquire's fiction has remained on that level, with postwar bylines including Joyce Gary, William Faulkner, Aldous Huxley, Arthur Miller, Paddy Chayefsky, Sinclair Lewis, Albert Camus, Edward Albee, John Steinbeck and Truman Capote...
That sort of thing may be changing. For one, Chairman Douglas Peter Grossman, of Watney-Mann, Britain's No. 2 brewery (behind Allied Breweries), argues that the industry is hopelessly "straitjacketed" by outdated production and marketing methods. For himself and his company, Grossman has introduced radical changes in Watney's all-too-quaint pubs, launched into discotheques at home, capitalized on the growing popularity of English-style pubs abroad. The innovations have tapped surging profits: while most of the industry is as tepid as its brew, Watney's last month reported a 19% jump in earnings...
...reason for Grossman's crusade is that Watney-Mann's 1966 performance was small beer: profits slipped by $2.4 million, to $20.2 million. The government's severe deflationary measures did much of the damage. Among other things, Britain's brewers were hit from one side with a 10% surtax on the retail price of their beer, which has already been taxed at about...
...youth market, Watney's experimented with a swinging "discotheque pub" in London called the Bull Sheen in 1966. Since then, the company has opened six more, plans to set up others. And Grossman has found a ready market for the English pub-dart-board, half-pint mugs, Watney-Mann beer and all-overseas. Düsseldorfs Victoria was opened last week in a sort of tip-for-tap deal with local owners (Watney's supplies advice on "authentic" details, the pubs buy Watney-Mann's beer); more of them are planned for Madrid, Florence and other cities...
Next stop is the U.S., where Watney-Mann plans to get the first of a chain of franchised pubs in operation this year. This time Watney's will look upon its move as more of a comeback than an invasion, since Grossman claims that the sands of the Old West are still laced with British beer bottles left over from frontier days...