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:.
FORI O
RINGS C :
New Settings with
g 4 DIAMONDS
1 BOTH 10 COO
RINGS tdaJ m
S UP TO 2 VIAIS TO PAY H
4?.-.this 69-piece Set
European Genuine China
and Crystal Stemware . . .
with any Diamond Purchase
of $99 or more in our store.
10 MAGNIFICENT '--g
DIAMONDS
r 150 I
UP TO 2 AS TO PAY
I low t o got. ready tor a happy retirement.
1. Avoid over-eat inn. 2. Keep in pond shape. 3. Cultivate
a hol'oy. I. Save nil you can now. Saving can moan the.
difference between "really living" or "existing" a.'tor
retirement. Plan ahead. Open a savings account with us
and add to it regularly. Kxccllcnt earnings.
tnveitmcnr made bv thi lOlh
ot tht month
th tirt.
ejtm ji M
CURRENT DIVIDEND 4'
PER ANNUM
0
t o
Jj LOAN ASSOCIATION
201 Wot 6th
fte Cutomr Puking in Our lot
Robert F. Kyl, Mgr.
NOT fvtftwixNOT einnmim Stnim CHINA I'd CRYSTAL STEMWARE! I WM:
Ji.V'A. F s . UP lOIK.'ii TO
7 bt
Set with 7 Fiery 3
DIAMONDS 1
BOTH ncuu 5
225
RINGS
UP TO 2 YIAS TO PAY
3
.m h m w h k rmL i m m t m ' r
I Bride & Groom I
" T TIT T ammm vVii'-j
9
m
'ffr-ja. ess6-.-! i
5 -:
. V ' L '. ' T
to : tu-
Don't miss this Fabulous Offer! 4 days only!
I. irM
I LARGE SOLITAIRE
2 DIAMOND BAND
I 40TM flACOO
UP TO 1 TIAU TO PAY
Med ford Shopping Center
Shop Every Friday & Monday till 9 p.m
Acres of Free Parking
Ph. 773-534?
o
IICALCO.
Cenljr
1
h
a'1 ")
o
(;
r w-i,..r rfi if) at I)
(o
lt!
9 ) ii- I) lil
0
(o)