LAST
CALL
The Year
was...1962
BY W. R. TISH
Happy New Year, 1962-style. What was
happening half a century ago, in the days
of the Cold War and Camelot? Well, lots…
Consider the timeless advice of Max J.
Slone, who wrote in his “Memo” in Janu-
ary of 1962: “Stay on the
brand wagon
you’ll get more mileage!”
Frescobaldi proudly introduced new
packaging for their Chianti—long-neck,
bulb-bottomed “Camello” bottles (in
quarts and gallons) to complement the
traditional flask and regular bottle.
Our 1962 Merchandising Calendar
for the year charted out all the major
holidays, plus some rather curious dates…
Robert E. Lee’s birthday, for instance (Jan.
19
th
), and the birthday of the postage
stamp (March 3
rd
). October was National
Restaurant Month, and National Wine
Week ran Oct. 13
th
-20
th
. Oh, and don’t
forget Citizenship Day, Sept. 17
th
.
Starting January 1
st
, if you were driv-
ing into Manhattan via the Lincoln tun-
nel, you would have seen a huge billboard
on the Jersey side for John Begg Blended
Scotch Whisky. Such billboards were
known as “spectaculars” back then, and it
was estimated that this particular one was
exposed to 49,000 “autos” per day.
Finally, an ad in the issue encour-
aged readers: “Don’t miss the most
outstanding cruise ever offered!”
Organized by the Metropolitan Pack-
age Store Association, the West Indies
cruise promised 13 days on the “mag-
nificent Mauritania,” with stopovers in
St. Thomas, Barbados, Curaçao, Montego
Bay, Kingston and Port-au-Prince. Who
could blame a licensee for wanting to
get away from the Big Apple from Jan.
18
th
-31
st
, especially considering the spa-
cious, air-conditioned staterooms and
the price—starting at $350.
64
Beverage Media
January 2013
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