Word: schenley
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Dates: during 1970-1979
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...meet one who wants the U.S. to stay exactly the way it is. But they have in kindred spirit a sense of orderliness, of tidiness. They are fond of saying that their political stance is 'evolutionary, not revolutionary.' It was in this meaning that Richard Frank, vice president of Schenley Distillers, Inc., rolled his eyes heavenward and summed up his political desires: 'Please don't rain...
...with an ad showing a long-haired drinker announcing "a clean break with the past." Seagram, the world's largest distiller, will diversify its Four Roses blend and begin selling a "light blend" under the same name. The company will also have a new light brand called Galaxy. Schenley will introduce no fewer than six light variations of regular products, including J.W. Dant Premium Light, Schenley XL, and Red Satin. American Brands, taking a cue from makers of the fast-selling pop wines, is giving its products names that sound like rock groups: White Balloon and Honey Go Light...
...attention to all the new merchandise. Distillers have been permitted to advertise their lights since April, but none has mounted the kind of campaign that usually introduces a new product. True, some companies held up advertising to wait for full national distribution; Executive Vice President Howard Feldman allows that Schenley will support its new brands with a "substantial" ad budget later in the year. But overall, says American Distilling's Haefelin, whiskey executives "are going to stick their heads into the market and look around before they announce their plans...
...able to show in his receipts the equivalent of the price of 20.5 drinks for each fifth bottle of liquor sold. Most distillers offer cut-rate prices to get their brands into hotels and motels, but Holiday Inns goes one better: it buys bourbon and Scotch in bulk from Schenley at substantial savings and sells it under the Holiday Inns brand. Last year the company saved another bundle with volume buying by issuing a single order for 40,000 Motorola television sets. Cutting costs extends to the smallest things, like using nonwrinkle sheets to save on pressing. Instead of buying...
...lights. Brown-Forman got Government approval to bring out a new light drink this year-a clear-as-vodka, 80-proof potion called "white whisky." The drink, named Frost 8/80, is distilled at more than 160 proof, then filtered through hardwood, softwood and nutshell charcoal to make it colorless. Schenley, National Distillers and American Distilling have brought suit -so far unsuccessfully-to halt the marketing of Frost 8/80. They accuse Brown-Forman of jumping the gun on their spirits of '72 and of causing confusion that could hurt light whisky's introduction...