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...Cigars. The Government approved the production of aged light whiskey beginning in 1968 specifically to satisfy U.S. distillers, who had long complained that outdated federal regulations were forcing more and more of the nation's 95 million drinkers to buy imported liquor.* Whereas U.S. tastes increasingly favored lighter-bodied products, especially Scotch and Canadian whiskies, federal rules forced domestic distillers to keep right on making the same kind of drink that helped win the Old West. For one thing, it had to be distilled at 160 proof or less, while Scotch and Canadian whiskies could be distilled at higher...

Author: /time Magazine | Title: MARKETING: Whiskey: Let There Be Light | 7/10/1972 | See Source »

WITH nearly as much impatience as their fathers sweated out the final months before repeal, U.S. whiskey executives have long been counting the days till July 1, 1972. On that day last week, having aged the required four years, the first batch of light whiskey-a new kind of spirit that goes down more smoothly and has less flavor than bourbon or rye-could legally be brought out of the barrel and bottled for sale. Distillers passed the years of waiting by copywriting names and dreaming up different recipes for some 50 new brands. Yet when the big day finally...

Author: /time Magazine | Title: MARKETING: Whiskey: Let There Be Light | 7/10/1972 | See Source »

...rules let distillers make just about what they wanted. Light whiskey is slightly darker in color than Scotch, but noticeably paler than bourbon. Distilled like foreign whiskies, at high proof, it is later diluted and sold at 80 to 86 proof (v. bourbon's usual 86 to 100 proof). The result is by far the smoothest American whiskey, with a flavor close to that of Canadian. Says Joseph C. Haefelin, research director of American Distilling Co., which is producing Royal American light whiskey: "This is not a big-black-cigar whiskey. It's more a filter-cigarette whiskey...

Author: /time Magazine | Title: MARKETING: Whiskey: Let There Be Light | 7/10/1972 | See Source »

...Apollo performance covers only one side of Roadwork. The remainder of the two-L.P. set is devoted to performances of White Trash on its home ground--the Whiskey A Go Go in L.A. and the Academy of Music in New York. Here the band has both form and substance, performance and communication...

Author: By Henry W. Mcgee iii, | Title: Can a White Man Play the Blues? | 3/15/1972 | See Source »

Like Britain, the U.S. luckily has not until now had much occasion to grant amnesty. There is precedent for it, however. George Washington pardoned those who participated in the so-called Whiskey Rebellion in 1794, and Abraham Lincoln offered forgiveness to lower-ranking members of the Confederacy in December 1863. That, of course, was 16 months before the end of the Civil War, and could be read as a shrewd tactical encouragement of defections. But Lincoln's successor, Andrew Johnson, extended the clemency to the South after the war, over the opposition of the Radical Republicans...

Author: /time Magazine | Title: Time Essay: The Pros and Cons of Granting Amnesty | 1/10/1972 | See Source »

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