Word: seagrams
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...faraway places, giving up finally to enjoy their favorite highball. Last month for the first time, the adventure included a woman mountain climber, who paused halfway up a rock face to ask: "Do I really have to do this sort of thing to earn my Canadian Club?" Meanwhile, Seagram Distillers Co., whose moderation ads since 1933 have cautioned fathers and counseled sons on drinking, switched pictures to a teenage daughter. "But, Daddy," she pleaded, "if I don't drink, they'll think I'm from nowhere." To which Seagram answered: "Drinking is a pleasure reserved for adults...
...phrase: "A wife's warmest welcome is well chilled." At first, like the Heublein lady, women could not be shown touching a glass or a bottle. Canadian Club's new approach indicates that women can share both the adventure and the whisky. The most recent Seagram gin ad shows a married couple holding martinis and bragging about "our secret" for making them well. Distillers try to keep the women wifely instead of sex-kittenish. "The girl," says Seagram Distillers Co. President Bernard Tabbat, "has to be a nice girl." Adds National Distillers Vice President-General Manager Raymond Herrmann...
...Shop. Distillers credit women with increased sales of vodka, rum, aperitifs, bottled cocktails and cocktail mixes. Even the trend to lighter Scotches is due partly to surveys showing that women think pale Scotch has a "nice" color. "Women walk into a liquor store today like any other shop," says Seagram's Tabbat, but they want the stores neat and convenient, and package-goods stores have spruced up as a result. Some distillers think drinking women have even increased male moderation. A man who might tipple too much alone or with other men tends to drink sensibly, they say, when...
...Barnett Newman, 62, better known as an abstract expressionist, has recently attracted attention with his sculpture. His 26-foot-high Broken Obelisk, now standing outside the Seagram Building, was built at the Lippincott Environmental Arts fabrication plant in North Haven, Conn. Newman supervised each step of the process, had to draw a sloping line across the top of the inverted obelisk to show workmen exactly where to cut. Then the base was "flame cut"-i.e., burned with a cutting torch, in order to leave a grainy pattern of vertical lines...
...nearest exit. "I was in the position," he explained, "where I could only move sideways or backwards." Therefore, he and his associates sold their 720,000 shares of MGM. Of that total, 420,000 were bought at $59 a share by the youthful (38) president of Joseph E. Seagram & Sons, Ltd., Edgar M. Bronfman, in a personal transaction. The remaining 300,000 shares were acquired, at the same price, by Time...