Word: premium
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Dates: during 1960-1969
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...late forties had no use for the dashing life of the fraternities and found Brown's intellectual life was virtually smothered. Such academically oriented students, and their numbers were constantly increasing, demanded comfortable dormitory facilities close to the intellectual activity of the college and placed a high premium on privacy. The adequacy of the fraternities became so pronounced that the Brown Administration began to search for some way to bring them the college...
Sneaky Pete. Gallo has no use for his premium-wine competitors, who are chiefly concentrated in the Napa Valley. "The reason people think Napa Valley wine is better," snorts he, "is simply because it costs more. The wine snobs like it because it costs more. The so-called fine wineries' audience is composed of wine snobs. Well, let 'em have each other...
Screw Caps. The vineyards of the premium producers-Almaden, Beaulieu, Beringer, Cresta Blanca. Inglenook, Korbel, Krug, Louis Martini, Masson, Wente, et al.-are concentrated chiefly in the Napa Valley and coastal areas near San Francisco. Most own their own vineyards, bottle their table wine in the old traditional style of the good French winemakers, studiously disdaining such modern advances as concrete fermentation vats and screw-cap bottle tops. Their wine is labeled with the name of the grape from which it is made, so that buyers can approximate the European equivalent in a California product. In white wines, Pinot Chardonnay...
...bulk of California production still goes into the sweet dessert wines such as port, sherry and muscatel, especially the cheap versions known as "Sneaky Pete" consumed by impoverished alcoholics ("Let's not call them winos," says Gallo, who sells a lot of such stuff). But the premium vintners are heartened by the fact that table wine is getting an increasing share of the total market. In 1957, for example, all U.S. vintners shipped 143.3 million gallons, of which 93.6 million were dessert wines and 40.8 million table wines. Last year, as total domestic shipments climbed to 152.5 million gallons...
Another Layer. The Kennedy Administration's defense policies plainly put a life-or-death premium on Army abilities. Just how good is that Army? How ready is it to meet the critical responsibilities assigned...