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About Medford mail tribune. (Medford, Or.) 1909-1989 | View Entire Issue (Oct. 3, 1963)
10 B Drinking Habits IV Alcoholic TlltltSDAY OCTOBER 3. 1SI4 MLDFORD MAIL TRIBUNE. MEDKORD. OREGON leverage Promoters Take Advertising Aim on Feminine Drinkers Editor's note: This Is fourth of five dispatches America's drinking habits, deals with what we drink: rush toward Soft Whiskey. the It the ity of vodka among both women and men. In 1952 vodka had one ' per cent of the American liquor ! market. Last year it had nine per cent. vodka at lunch and nobody would ever know. Skeptics agreed that vodka had less odor than whiskey or gin, but they pointed out it did have a faint American woman. Tiny decided her likes and dislikes control what kind and brand of alcohol more than 51) per cent of Ameri cans consume. . The result was furous activity i An inspired advertising man i smell, some of which I inside the industry, a fierce ad- told Americans they should linger on the breath. By HARRY r ERtiLSON vertising battle that still goes on drink vodka because "it leaves! ASHlinoTON, (LiDU n e 1 and the quick rise of "scft" and you breathless," a statement rby the men in charge of pro-, "light whiskey. The whiskey that immediately was ipterprct- moting and selling alcoholic 1 men were painfully aware of the cd to mean you could lush it up beverages took dead aim on the i sky-rocket increase in popular- as much as you wanted to on spirits. Here. too. the battle is ; Calvert Reserve which was told , All of this was explained to the whiskey can be good or had to convince the drinker that he in a dark amber bottle. It was j advertising agency in charge of ; depending on its original qual can have the "lightest" possible decided to abandon that and get ! the product which promptly dub- ity. i 4 jfr IVA r . f whiskey if he buss the right into the light whiskey race, and bed it "soft whiskev " The man brand. the first step was to change to said everybody at Calvert Dis sent But not long ago. out of the a clear bottle and call the tillers was happy. ! smoke and turmoil of the com- whiskey Calvert Extra. It will Mixed With Anything petitive battle emerged some- cost tne company SJUO.ooo more The second thing vodka had tllinK entirely new "soft whis- a year because both the glass going for it was that it mixed key. This is a product of the and the label are more expen ilv with anvihino hoeatuft nf i Calvert Distillers' Co.. and this sive. I taste Pennle correspondent made contact The whiskey is still a blend of started pouring vodka into all I wi,n i's ew York headquarters 35 per cent whiskey and 65 per Most Americans are con vinced the words "bottled in bond" on a whiskey bottle mean the United States government guarantees the quality. Not so. All it means is that the whiskey I is 100 proof and has been aged COOL SPOT FOUND After several sweltering days of a southern California heat wave the only thing you can do about the weather is to ignore it. This fine example of unconcern is Religion in America Woofy the Walrus at Marineland nf the Pacific at Palos Verdes, Calif., who takes a nap beside his pool. (UPI) Church Magazine Sees Football Becoming American Religion By ROBERT M. ANDREWS UPI Correspondent With tongue planted firmly in cheek, the highly respected re ligious magazine, the Christian Century, suggested today that professional football has eclipsed baseball as the "fold religion" of Americans. "All the earmarks of high re ligion are here," said the non denominational weekly. "It has universalistic preten sions: every metropolis wants a team. It has missionary zeal: television spreads its saving word. With the annual exten sion of pre- and post-season ac tivities, it will soon have a full church year. "It has tragic heroes like Big Daddy Lipscomb, sages like Y. A. Tittle, belravers liko Paul Hornung, patriarchs like George Halas and priests like Byron "Whizzer" White the Supreme Court Justice who was once an All-American collegiate football star. "The Green Bay Packers 'spontaneously' pray the Lord's Prayer before Ramcs (they peti tion most intensely, we under stand, when they face Sam Huff of the Giants). All winter long pro football players visit the church banquet circuit In tell how faith undcrgirds them on the grid." The sport does not lack lis following of "Votaries or sacri ficial sufferers," said Christian Century, pointing to fans who spend Sunday afternoon in front of the television set or a bit terly cold December day in the snow-swept stands ot a pro football stadium. The magazine said baseball can blame the New York Yank ees, "secure on Olympus," for much of its loss of the surprise and suspense that once attract ed droves of worshippers. "And today's pitchers, on whom the game's pace depends, tend to dilly-dally the day away," it said. "They indulge in Zen reverie, contemplate their navels, whirl the resin bag like a prayer wheel, and in general conform more to the norms nf a post- Buddhist society than to a post- Christian one." Perhaps the surest sign of pro football's emergence was the re cent dedication of a $koo,(X)0 football Hall of Fame at Can Canton, Ohio. It is, the magazine said, "a pilgrimage chapel for those who wish to pay homage to prn foot ball's Pantheon." And, a p p r o p r i t e I y, the shrine's ratrf and tower arc shaped like halved football pointing skyward. Sukknth, ancient Biblican fore runner of the American Thanks giving, was celebrated by Jews around the world beginning at sundown Wednesday with pray ers thanking God for n plentiful harvest. The festival, also known as Sukos after the Hebrew word for booths, will sec booths in stalled in homes and svna- Rogues and richly decorated with fruits and vegetables. Thev will symbolize t h n temporary dwellings used hy the Israelites in their flight from Egypt into the desert. The major symbols nf Suk knth are the lulav, a palm branch pinned with myrtle and willow twigs, and the esing, a fragrant citron a little bigger than a lemon. These remind Jews of man's dependence on nature, especially the water that was so scarce in ancient l n naan. Reform Jews celebrate Suk koth for eight days: Orthodox and Conservative .lews for nine. Children, "the fruits of our love," are especially blessed during the festival. Tcodoro Moscoso. I'.S co ordinator of the Alliance lor Progress program of economic and social aid to l.atin-America. has won the l!iii:l peace award of the Association for Interna tional Peace Moscoso received the award in Washington, for having "the responsibility of carrying out one of the world's most impor tant projects in these critical times." Southern Baptists in Texas re port that their churches are slowly and quietly moving to ward a policy of permitting Negroes to attend worship serv- l ices or to join the church. The Baptist General Conven tion of Texas quoted the replies of 1 ,25s churches to its survey on racial opinion. Of these. 747 churches said they were willing to admit Negroes to services, and 2:it said they would accept them as members. The convention said twice as many churches surveyer look some kind of stand on the issue during l!ii;:i the peak of the racial crisis than in all other previous years. 1 ;lr'i 1 Xf g ) CARAT Total Wtlqhl H V CARAT Total WtiaM 8-DIAMOND PAIR f 8-DIAMOND PAIR g g m BOTH CAA00 1 1 BOTH 1C00 g I RINGS 500c RINGS Vi CARAT Total Woiaht 8-OIAMONO PAIR BOTH OCA00 25000 1 S UP TO 2 YfAKS TO PAT S UP TO J YtAM TO PAY S RINGS UP TO 2 YEARS TO PAY sorts of thincs and the dav of i 'or an explanation of the new cent neutral spirits and the , in barrels for four years. This the bloody mary, the screw-! technique. He was told: proof is still 86. The change enables the distiller to defer driver and the bullshot had i Installs Clear Bottle that was made was the neutral I paying his federal taxes on the dawned. ' ne company had been pro- spirits now is placed in barrels j whiskey until he is ready to bot- The whiskey men proceeded ducing a blended whiskey called in which whiskey has been aged. I tie and sell it. Bottled in bond on the theory that most people and especially women didn't like the taste of a highball or cocktail and would welcome lighter whiskey. This was easy. They started to lower the proof of th whiskey. If whiskey is 100 proof, it his 50 per cent of alcohol by volume. You can low er the proof to iW or 80 and come out with a milder whiskey. Most of the bourbon distillers plunged into this joyously. They continued to produce 100 proof whiskey, but their advertising emphasized that they also had a little brother who wis lighter. But not all of them. Julian P. Van Winkle, president of the distillery that makes Old Fitz gerald, elected to hold the line in behalf of 100 proof bourbon. His advertising hammers away at the idea that you can have a light drink hy using a smaller jigger of 100 proof whiskey. "You are not tempted to over pour and defeat your purpose of moderation," he says. Only time will tell whether Van Winkle is a King Canute, vainly l commanding the tide of light whiskey to subside. Spreads To Scotch The battle over "lightness" has spread to scotch. Almost all scotch consumed in the United States is 86 proof, meaning it is 43 per cent alcohol. So adver tising men decided to attack from a different angle. A scotch called Vat (i!) had been selling in s dark green bottle, which seem ed to give American drinkers the impression it was heavy whiskey. So now it also is sold in a plain glass bottle and called "Vat 89 gold." One of the big gest scotch sellers in the United States is Cutty Sark, and mer chandising experts arc con vinced that the reason is that the whiskey is of an extremely light color and not because it is any less potent than other scotches. The fighting rages hard and heavy on the blended whiskey front. Blended whiskey is a com bination of neutral spirits and whiskey, usually 3ft per cent whiskey and 05 per cent neutral Nor does great age necessar:l mean a whiskey is better. Some times it means just the opposite because the whiskey can pick up harsh wood flavors from being too long in the barrel. Whiskey does not improve once it is in the bottle. You may be treasur ing some bourbon bottle betore Pearl Harbor, but you are kid ding yourself. It's still only four-year-old whiskey. Next: The alcoholic and hou he gels that w av. i c gi ve Green Siompi Medford Slionr 772-9 4dir.4. Lt mis . GLORIFIED 100 10-DIAMOND PAIR BOTH RINGS UP TO 2 YtAIIS TO PAY DIAMOND 10000 I1S WEEK? 11 DIAMONDS in Stunning Setting 200 BOTH RINGS s UP TO 2 YEARS TO PAT s FINAL AT WEISFIEL Thurs,, Fri., Sat., Mon. 7 da; CIA:. 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