Word: scotches
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Dates: during 1960-1969
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...Lots of people like Scotch whisky and drink it, but some hate it and go on drinking it anyway. Why? Because it's In-as anyone knows who has recently tried to stage a cocktail party with only martinis...
...importation of Scotch whisky has increased about ninefold in the past 27 years. In 1961 U.S. drinkers bought 20,366,103 gal., 5.6% more than the year before and double the figure for a decade ago. Consumption in 1962 is running higher still, making Scotch Britain's second biggest export to the U.S., after nonelectric machinery...
Even more dramatic is the sudden emergence of Scotch as the status tipple in Europe. West Germany imported 504,131 gal. of Scotch in 1959; last year the total was up to 808,919 gal., and the estimates for 1962 run to 1,000,000. "It's the thing to drink if you want to belong to the Oberen Zehntausend [upper ten thousand]," explained a Bonn bartender. Smart Italians ask for their "ooeesky" Us do (straight) or con ghiàccio (on the rocks), and hosts pour their guests hefty slugs in large glasses, which are then nursed...
...Scotch consumption in France was held down by miniscule import quotas until 1960. But in 1961 the French imported 841,459 gal., and by the end of this year will have drunk considerably more. Cognac, however, is not on the rocks: during the same period its worldwide sales jumped from about 9 million to some 13 million bottles...
...Scotch is the chic drink. Françoise Sagan's heroes and heroines would not be caught dead or in bed drinking cognac. When they ask for their Scotch by brand, most Frenchmen specify Ballanteen, Egg et Egg or Black et Huit. But mostly it's just "Donnez-moi un baby"-half a shot of Scotch...