Word: tequila
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Dates: during 1970-1979
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...least 1,000 miles a month for "exposure" -get a free paint job along with the advertising motif, plus $20 a month. Aimed initially at college kids, the campaign has enlisted doctors, professors, lawyers, businessmen and bankers. Themes have included a mustachioed, sombreroed Mexican against an orange background (Ole Tequila), a red baron flying high in a blue sky (Seagram's Gin) and a hearts-and-cupids background emblazoned HOW'S YOUR LOVE LIFE? (Ultra-Brite toothpaste). Owners of Lincolns and Cadillacs have tried to enroll their cars, but to no avail. This form of beetlemania...
Other varieties of sweet booze are selling well. Sales of prepared cocktails rose about 21% last year, v. 0.6% for the liquor industry as a whole. Besides its "full-strength" (up to 75 proof) cocktails such as tequila sunrises and mai tais, Heublein is also marketing drinks with less punch (as low as 25 proof) but more in the way of vivid color: the Pink Squirrel, for instance, could be taken for Pepto-Bismol. Schenley is bidding for a share of the premixed market with a new line of twelve drinks-including an apricot sour...
...Paco gave in all the way, then. He started to develop a taste for good liquor when before he had never drunk anything except tequila, and he bought an ascot and stopped putting tabasco sauce on everything he ate for dinner. He took down all pictures of Chavez and the Boycott Gallo posters from his wall, but he left up the big black eagle because it impressed all the rich preppie women he started bringing back to his room. He kept telling hemself he didn't have to worry about selling out the movement, because the people...
...MOMENTS OF CYNICISM, the dreams of the last decade sometimes seem naive to embittered children of the '70s. We've redonned three-piece suits and high-heeled shoes. Tequila sunrises have given way to vodka martinis, love beads to lustrous pearls. We buy lettuce and grapes either because we've forgotten that we shouldn't or because Cesar Chavez's cause seems hopeless or because we've ceased to care about California's farm workers. And when we scan a semi-crowded subway car, we unconciously choose a seat next to a member of our own race. Slogans linger...
...countrified Caribbean. He lives aboard a 33-ft. ketch called Euphoria, and island-hops through the Antilles. His music, like his lifestyle, is a gentle blend of folksy Southern rock and infatuation with the Caribbean. Buffett writes, often puckishly, of Gulf Stream idyls, Latin crimes of passion, and tequila-filled days. His themes, presented in simple rhythms and sung in an engaging baritone, have the languorous appeal of a fishnet hammock. As he sings in Wastin' Away Again in Margaritaville...