The Key West citizen. [volume] (Key West, Fla.) 1879-current, 1953-09-28
TODAY'S
BUSINESS
MIRROR

NEW WORK Nhikky makers
are starting . biteF battle 81 tie
hlends
Between noW ani re years ed
the pcFiod "a vhiCL liquor mea
lususlly chalk AZ - Per cert q
their anuaal sales dealers sHl 30
uooed With better profit marsia
.aliers
Z Consumers Wtn - wooed wsth
Igimmlcks ard EXTRAS. mostly eve
appeal-hui With very fee Prise
concessions.
Fur some dtstillers rs a mattsr
'of try 70 crawl 90. .Yom undoF
az embarrassing ever supply a
WHISKY IN their warehouses.
straight whisky has besn ssilias
vel. bot sales a the hlends II
shisky and aeusral spiFtis have
been sllppsaK IN rcrtni wears
Dor some "a the lesser kuawa
brands Il could b. . sght Boz sar.
vival Dealers eamplain thai ia
the ~ years slnce -epeal an over.
abundance 0f hFands has ha TIE
market. Now the nig boys Aus out
% play foF keeps
/ one and a. distdlsrs iay most
Of the hlame toF ne Slip N whisky
sales on The teAeral tan II sioma
gallon watch makes whisky lnak
toTbladingly hlgh prices % maay
folk But something must BE- done
i II they're Sung to move an that
Iliquor out VI the warehouses
Here's What a sanpling II some
a. the nations - distlleries are
up % this fan In pushing sales %
the higher priced blends mostly
those in the - 80 IN 6 bottle class.
Scheuley Reserve Is oui In
fancy decanteF-at the same price
as the old round bottle nis AZ.
vice popped sales 81 some 81 ne
straight liquors.
H'n cost Schenlry money. The
bottles cost more b0llllhK lines
bad 10 be changed: transportation
costs are higher. Bat sehenlay's
director Of merchandising. Don
Goldstein. SAYS tie deUanieF Al.
ready has perked up sales - hat
he predicts the best season In
years
Bach IN 1871 Sehsnley Reserve
was the sales leader al eight MI
lion eases . year last year
had slipped b below three mlllla
eases The deeanter viii be pushe
until the holidays Then the 81
round bottles VII take owe
again.
Seagram's seven Grown. TIE hie
postwar gamer and now the pace
setter al eight mitan eases ,
year, is anehing ils heaviest 81
vertising campaign IN history az
has expended iis saes force
saws mo RimmiCkF". b insir
u Is confident II hoaina is pee
i CaVert Reserve. second pae
seer At slightly ndsr "a mllm
eases, aud Us rnainR mate. lord
CaveTt lnow approaching the one.
mlion ease q year mark vi BE-
Of IN another week In their hol
day garb.
Bt they have smother gimmick
-eaed the hame bar esrton-
which this SINNER cashed IN en-
the popariiy n Gin and tonic.
Cayert pts q bottle Of whisky
and a bottle u gln In the sans
carton (the same idea as pusilnl
three soap bars IN packaEeI
The carton contains drink recipes.
and also bottle eappers Tor soft
DRINK mixers Calvert SAYS this hes
sold wshisky 10 . lai az sin ianeiers
frankfort Distillers stress TIE
hiRh level Of the hational econ0ma
IN their current series Of pep lalki
10 dealers. The idea: many people
have moved up . notch OF tao Il
the income brackets b the p0iH
where. as PFesideni Ellis n. Slater
puts & To-day -Four Roses is viF
luailY within svarybody's reach"
Y Tie admits selling went be-
push-pyer In the highly eompeli
tive market. Bot be thinks TIE up
grading approach 10 the cusiome
should DO The tries Cor both Foo
Roses and Paul Jones.
All the other companies are q
ing 90 be strsinlng. too. 10 gre
of . larger share u the e0nsum
ers' outlay for liquor which toppe
four billion dollars lax year.