Word: schenley
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Dates: during 1970-1979
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...drink represents a billion-dollar gamble, the industry's biggest since repeal. The prime plungers: Schenley, Seagrams, National Distillers, American Distilling and Publicker. They are betting that the drink will appeal to changing American taste, especially among young people and women, who generally demand a "light" liquor. No one can even predict with certainty how light whisky will taste until it has matured a legal minimum of four years; in its present unripened state it somewhat resembles whisky-flavored vodka. Prices will range between the cost of a popular Scotch like Johnnie Walker Red Label and an inexpensive blend...