Word: schenley
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Dates: during 1950-1959
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...boss and chief stockholder of Schenley Industries, Inc., Lewis Solon Rosenstiel built a $438 million empire and a reputation in the liquor trade as a confident hustler. During Prohibition, while distillers were folding up, Rosenstiel, then a whisky broker, bet his money on Repeal ; he bought up all the whisky he could lay his hands on. Result: the year after Repeal, his new Schenley company had sales of $40 million...
...most popular blends. Result: Three Feathers was a top-selling U.S. whisky all through the wartime shortage-largely because it was the most available. Rosenstiel put on his greatest show of confidence by expanding. During and after the war, he bought the Blatz Brewing Co., put Schenley into wines and vermouth (Cresta Blanca, Roma and La Bohème), rum (Carioca), cordials (DuBouchett), brandies (Coronet, J. Bavet and Jean Robert), gins (Silver Wedding, Schenley, Gibson, etc.), and even set up a chemical division to make penicillin and other antibiotics...
...plugged his straights (I. W. Harper, Ancient Age, Old Charter) more than did other distillers. But the public preferred blends. Straights now account for only 30% of the whisky sold today, v. 60% prewar. Rosenstiel also spread his advertising funds over so many products that his top blends (Schenley Reserve, Melrose Rare) were not plugged as hard as competing whiskies...
...customers are buying less, or shifting to lighter drinks, because of stiff federal taxes on spirits, boosted last year from $9 a gal. to $10.50. At retail the price is still higher because venders add their normal markup (average 22%) to the tax itself* While the Big Four distillers (Schenley, National, Seagram's and Hiram Walker) insist that they will maintain prices, smaller distillers have already begun to cut prices of straight whiskies. Sample: United Distillers has slashed its J. W. Dant bottled-in-bond sour-mash bourbon by 90? a fifth...
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...