The Waterbury Democrat., 1937-10-16

Schenley's Red and Black Label, two new whiskieS designed to meet the overwhelming American demand for blends were introduced into Connecticut last night at dinner in the Hotel Taft attended by Sehenley national executives and more than 100 of Conneetieut's fore- most business men and Schenley distributors,
 John J. Mulligan, who headed tho delegation from the Diamond Qm- ger Ale, Inc, spoke in behalf of tho numerous groups attending from Waterbury, and Julius Stack, now national promotion manager for Sehenley, . former Waterbury and New Haven resident, was the prin- eipal speaker and outlined the plans for the approaching season,
 Another speaker was Walter Stewart, Connecticut manager for Schenley, weli-known in Water- bury. Freddy Hall told stories and jokes.
 1t was pointed out at the meeting that blends accounted for 70 per cent of the pre-Prohi- bition market, and confidence was voiced on all sides that Red and Black Label soon would take their place at the head Of the blend pA- Fade.
 Tho Connecticut debut of these S,iperlative whskieS will be followed by . smashing nationwide advertis- Ing campaign in newspapers, Its throne, especially timely in thoso days of war and international hAtredS, Is Mans FriendlineSs to Man" The slogans "Ffiendly 9ehen- Icy" and "Friendlier Tasting Whis- kieS" will sound the keynote,
 Prominent Speakers
 Speakers at last nights meeting included Julius Stack, former adVer- tising consultant for the New Haven Courier-Journal and long active in New Haven fratornal and business affairs who is now sales promotion manager for Sehenloy; Louis E. do- Ian, Schenley vice president in charge of sales; Jack l.. Leban, dy- manic eastern regional sales man. agor whose territory extends from Maine to Florida, and Charles 10, Clifford of Brown & Tarcher New York advertising agency. Walter Stewart, divisional manager for Connecticut whose smart salesman ship and pleasing personality have put sales Of Schenley products in the forefront in Connecticut, was toastmaster.
 Mir t,eban employed statistical charts to prove tho command which neutral spirits blends cxerted over the before- -Volstead market, then pointed out the necessity for truly superlative Foundation whiskies' If those old-time blends were to Do equaled.
 ITO meet this problem" he said, "Schenley put modern scientists and old-line diStillery men, season- cd and steeped in Americas grea. traditions of whiskey making, to work together. Scientific tempera- ttire control was developed by which liquors, which formerly inaturcd only one season of the year, the summer, now age uniformly four seasons c year.
 Most important of al, VIC adapted the scientific process known as 'meiding.' Merely stirring the whiSkies and neutral grain spirits together will not give c smooth, un. form blend. 1n Red and Black Label those component parts are mclded by the simultaneous appll- cation Of heat, agitation and pres- sure in scientifically controlled process. It B q triumph both in the science and in the art of whlSs key making"
 Artist Designer
 MT. Clifford revealed that the bottle for the two blends, c distiflc- tive early American decanter type, stFeamiined for modern taste, was designed by the same noted AmeTs ican artist and sculptor who ere. ated the Fisher automobile body,
 Far from living in < world Of Art for Arts Sake otir artist went out to learn from those who would be the ultimate and final judges Oi his creation-the buying public just what t was that Woiiid please thein," Mir. Clifford explained, "Thc estilete became an fnquiFing Baf' fly.
 "He haunted bars, clubs, hotels and liquor package stores to find out just wtat combination Of cllais acteFisticg ii paskaging that would please the greatest i1ufnbeE Of peo- pie. Ho talked with ifinuniefable