Word: rosenstiels
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Married. Lewis S. (for Samuel) Rosenstiel, 60, Cincinnati-born liquor baron, founder and president of Schenley, who once embarked on an unsuccessful campaign to teach 5,000 parrots to say "Drink Old Quaker" and install them in bars; and Louise Johnson Stark, 53, his first cousin, a surgeon's widow; he for the third time, she for the second; in Atlanta...
This assault is actually nothing new: it started in a small way about four years ago, gradually highballed into a big push. First in the field was prophetic, hard-bitten Lewis S. Rosenstiel, board chairman of giant Schenley Distillers. His company paid $300,000 for venerable Cresta Blanca
...this neat scheme all nosegays go to big, fast-moving, hard-punching Lewis Rosenstiel, tsar of the U.S. liquor industry, boss of No. 1 U.S. rectifier Schenley Distillers. In late 1938, dead-sure war was coming, Rosenstiel began bulwarking his company against war's impact. He pow-wowed with all his executives, warned them hard times were on the way. Then he started barking orders like an Army sergeant, did not stop until he was sure Schenley was as shortage-proof as Rosenstiel could make...
...Rosenstiel did not stop there. War-wise, he wanted to find some defense work for his industry. Last summer, while distillers were still romping outside the defense corral, he put his ideas on paper, sent them to President Roosevelt, his good friend Treasury Secretary Morgenthau, his many distilling pals. Main points of the report: 1) by re-using containers (now restricted by law) the industry could save 500,000 oaken barrels, 700,000,000 bottles, 20,000,000 paperboard cases annually. 2) With the "thin slop" now thrown away, the industry could feed vitamin B2 to millions of cattle...
This week Lew Rosenstiel was bubbling over. Because his company has the biggest capacity (53,400,000 gallons) he will get the lion's share of the new war business (formal contracts have not yet been signed). Moreover, the Treasury is considering his plan for re-use of beverage containers. Bellowed Rosenstiel: "In the last war, the distillers got shut down because they didn't have the brains to look around the corner. But it will not happen again...