Word: marketing
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Dates: during 1950-1959
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...nightmare is haunting that nation of shopkeepers, the British. Within ten weeks the six nations of "Little Europe" (France, Germany, Italy, Benelux) will start their 160-million-customer "common market"-and Europe's senior trading nation will be outside...
There was another way of looking at the mess of bodies, tears and coal dust up in Springhill, Nova Scotia last week. The casket trade in the Maritime Provinces, which are economically depressed, rose sharply. The coffee-donut market was brisk as newspapermen arrived from the city. (There are no saloons in Nova Scotia.) The telephone company worked overtime to string up extra lines so the press could transmit its wirephoto of Canada living in the early 19th century. That picture was about the only good thing that ever came out of Springhill...
Hammerhead. Trouble is that bourbon faces sharp competition in the battle of straight whiskies against blends, which took over the wartime market. Drinkers acquired a preference for the milder blends against the headhammering effect of 100-proof straight bourbon. To recoup, ; distillers have been lightening bourbon toward the minimum allowable 80 proof, which also cuts the excise tax and lowers retail prices. Such leading brands as Schenley's I.W. Harper, National Distillers' Old Crow and Old Grand-Dad, now come in 86 proof, one reason for the rise of straight whiskies from 9% of the total market...
Nonwhisky liquors have also bounced up, nearly doubling their market share since 1949 to 23%. The reason again is mildness: odorless, light-bodied vodka has jumped from virtually nothing to 6% of liquor sales. Scotch and Canadian whiskies have sliced into U.S. distillers' markets until imports are 13% of total liquor sales...
Whiskey Americain. Rosenstiel is not only betting on lighter, milder bourbon to take 50% of the U.S. market for domestic whisky this year, but hopes to sell it heavily abroad where bourbon is more foreign than vodka is to Americans. Musing over possible results, the trade magazine Advertising Age printed an imaginary dialogue in a Paris bistro...