Word: nice
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Dates: during 1960-1969
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...adventure and the whisky. The most recent Seagram gin ad shows a married couple holding martinis and bragging about "our secret" for making them well. Distillers try to keep the women wifely instead of sex-kittenish. "The girl," says Seagram Distillers Co. President Bernard Tabbat, "has to be a nice girl." Adds National Distillers Vice President-General Manager Raymond Herrmann: "We don't shock with low-cut gowns, but we don't use nuns either." In rather startling exception to this cautious approach, Cluny Scotch shows an obviously thirsting elderly woman pouring her Cluny into a teacup...
Like Any Other Shop. Distillers credit women with increased sales of vodka, rum, aperitifs, bottled cocktails and cocktail mixes. Even the trend to lighter Scotches is due partly to surveys showing that women think pale Scotch has a "nice" color. "Women walk into a liquor store today like any other shop," says Seagram's Tabbat, but they want the stores neat and convenient, and package-goods stores have spruced up as a result. Some distillers think drinking women have even increased male moderation. A man who might tipple too much alone or with other men tends to drink sensibly...
Despite Cliffies' reputed sophistication, the desire to continue milk and cookies shows that "some of the innocence of the past" still exists, said Mrs. Austin. As one Barnard Hall sophomore said," I don't often use it, but it's nice to know it's there...
FRED LEAVITT'S a nice guy. A shy, gentle, intelligent person, he immediately strikes one as being some kind of intellectual. Put a few more years, a few more pounds on him, and he'd make a passable Mr. Chips. In reality, he's a scientist...
...anxiety through the Nevada casino world. "We have a fortune tied up in the business," said an executive of the Flamingo Hotel in Las Vegas. "What's the percentage in risking it all-for no reason at all-when we can protect our investment and make a very nice return on it just playing it straight...