Word: vodka
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Dates: during 1960-1969
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...everything from suits and trenchcoats to cuff links and toiletries is going on sale under the James Bond label of 007-the digits that authorize Bond to kill. In Britain, where the Bond market will reach $14 million this year, promoters have lined up 20 licensed manufacturers for shoes, vodka and golf equipment, are now negotiating with one of London's largest tailors. In Italy, while philosophers ponder the meaning of Bond as the modern hero, the manufacturers are trying to grab licenses for 007 products...
...making a new 007 trench-coat with secret pockets, throws a plastic Beretta into the bargain. Weldon Manufacturing is planning his and hers pajamas with secret pockets, and Harry Diamond Corp. is making 007 swimsuits and sports shirts. Angostura Bitters has begun pushing an 007 drink-gin or vodka with lemon juice, sugar, soda and two dashes of bitters-served, naturally, in a Baccarat highball glass. . For younger Bondsmen, Multiple Products plans to market a toy attache case, complete with a four-piece toy sniper rifle, plastic dagger, decoding machine and a "searchproof" lock that, if tampered with, triggers...
...universal base for alcoholic drinks. In Peru, where a drop in the U.S. import quota has caused a 220,000-ton sugar surplus, W. R. Grace & Co. intends to solve a national economic crisis in an ingenious way: Grace will use the excess to make, under license, Smirnoff vodka and Gordon...
...market researchers, who go in for a lot of bar-hopping to find out what Americans drink, believe that there is an increasing trend to drinks in which the whisky taste is either disguised or nonexistent. This theory is behind the biggest ingredient in Heublein's success: vodka. The company paid a White Russian $14,000 for his Smirnoff distillery in Bethel, Conn., in 1939, but did not really decide until the 1950s to convert whisky-drinking Americans to the almost tasteless drink...
Through intensive publicity and clever advertising ("It leaves you breathless"), Heublein succeeded with Smirnoff far beyond its hopes. Vodka somehow appealed to youth, seemed lighter and thus less fattening (it isn't), and was so versatile that it could be mixed in anything from a Bloody Mary to a Russian Virgin (vodka with a whisper of Cointreau). It has been the fastest-growing liquor in the U.S. for the past five years and now accounts for 70% of Heublein's total sales; Smirnoff has also become the fourth biggest seller among all liquor brands...